Center >> Conference Sponsorship
Demand for Trade Shows to Continue Into 2007
Exhibitors gear up to spend more in the new year,
all in the name of landing new leads.
from AICPA Custom Media Solutions
With the advent of Webcasts, Webinars, podcasts
and blogs, if you think you should let the sleeping dinosaur of
trade shows be — guess again. More and more advertisers are
reaching deeper into their pockets and gearing up to expand their
trade show expense in 2007.
a recent survey conducted by Expo Magazine and Exhibit
Surveys, Inc., trade show organizers plan to spend 17 percent of
their budgets on “attendee marketing” in 2007. And Expo’s
B2B Media’s Trends & Forecast Report reveals,
“Spending on trade shows, which has been outpacing b-to-b
magazine spending since the beginning of the decade, is forecasted
to surpass magazine spending by 2009.” Research shows that
at the largest shows, the number of attendees has grown by 68 percent,
while booth sales have gone up by 59 percent.
has been a substantial price hike in exhibit space rentals this
year, it doesn’t seem to have deterred show organizers, notes
Tradeshow Week. According to recent research by Tradeshow
Week, show organizers are expecting, on average, over 12,000
attendees at their conferences. In answer to the question, “How
much total revenue did your largest exhibition generate in 2006?”
The median was $1.5 million.
Your Peers and the Numbers Say
Association shows earn more. Notes expoweb, “The
average gross revenue for association shows is 17 percent higher
than for shows produced by independent show producers.” However,
they have also found that for all types of conferences, “more
than two-thirds of revenue comes from booth sales and sponsorships.”
By firm type, associations garnered 55 percent in booth sales in
2006, compared with 70 percent by independent firms.
Week recently conducted a survey of 223 exhibitors and here
are some of their responses:
do you measure tradeshow results?
Sales from leads
Trade Show Week)
According to the survey respondents, 41 percent
of them increased their marketing budget this year, while 21 percent
decreased it. The survey respondents overwhelmingly (84%) agreed
that trade show marketing is part of their company’s overall
sales and marketing integrated plan. Three out of four (76%) of
the survey respondents said they had participated in one to 10 conferences
during the year.
And the trend in face-to-face marketing continues
to grow. “In-person events are a crucial element of the marketplace,”
according to Forrester Report. “In-person events are considered
the number one marketing tactic used to effectively build brand
image and generate qualified leads,” the report added. Reports
American Business Media, “Valued for their ability to raise
product awareness, trade shows drive executives to seek additional
information on a product either on the Web (77%), by talking to
a sales person (73%) or by calling a 1-800 number (40%).”
The numbers don't lie: trade shows and events continue
to be considered a vital part of business and industry.