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Pundits Paint Rosy Picture for Tradeshows in 2008
Latest surveys point to growth in small events and executive seminars.
from AICPA Custom Media Solutions
think that the recent plunge on Wall Street and the ever-growing
popularity of the term “recession” amongst our midst,
might slow spending and attendance in the trade show world. Not
so, according to a slew of recent surveys of top B2B decision-makers
latest survey, 2008 Marketing Plans and Priorities, of
nearly 370 marketers found almost of half the respondents were increasing
their budgets where executive seminars and events were concerned.
Even though one out of four (27%) said they would increase their
spending on trade shows, the new trend is leaning towards smaller
events such as association shows, executive breakfasts and seminars.
Says Laura Ramos, VP at Forrester Research, in B2B Magazine,
“they told us one-to-one contact is still very important in
the negotiated sales process that [is going on] in the b-to-b marketing
This trend toward
vertical rather than horizontal focus was also noticeable in the
recent survey by MarketingProfs and Forrester Research who surveyed
nearly 500 marketing directors and business decision-makers (BDMs).
According to the MarketingProfs Insight survey, respondents
use a wide variety of marketing tactics to accomplish their objectives.
They tend to employ e-mail more often than any other tactic (84%),
followed by PR (76%) and Tradeshows (72%). Aside from e-mail, search
marketing (61%) and Webinars (52%) are the only other digital tactics
that are used more than half the time. The survey also found, on
average, among those who report using each tactic, tradeshows represent
the biggest share of the marketing budget at 20 percent. The smallest
outlays are dedicated to online video and blogs, both coming in
at five percent.
= varies by tactic
MarketingProfs Research Insight)
And for those
who still wonder why trade shows continue to be of importance, here's
some more food for thought.
my focus on innovation, I can offer four compelling forces that
I think will impact the design and implementation of technology
in the tradeshow world in 2008,” said Stephen Nold, President
of Advon Technologies, a supplier to the event industry, as reported
Money. The last three to four years have been good years
for the Meetings industry. Many associations and show producers
are flush with cash. Positive balance sheets are yielding increased
investment in innovation. Despite predictions for an economic
downturn in 2008, many meeting planners and show organizers will
spend in the first quarter of 2008.
Evolution of professional/business practices. True to
many developing industries, the meetings profession is gaining
more experts who bring know-how from the corporate world. The
adoption of new best practices and the willingness to create knowledge
resources will evolve industry benchmarks.
More “outside the box” events. The Technology
Entertainment Design (TED) conference is an annual event that
brings together the some of the world 's most fascinating thinkers
and doers who believe passionately in the power of ideas to change
attitudes, lives and ultimately, the world. It is an excellent
example of a show outside of the traditional show format that
is impacting the world in which we operate and is challenging
the standards for event audiences.
2.0. Greatly over-hyped and much misunderstood, the greatest
challenge with web 2.0 for show management is to NOT follow the
herd and implement Web 2.0 technology tools just for technology
either with the program or you’re not. Choice is yours!