Center >> February 2008
NEWS: The Hidden Secret to a Fistful of Leads
Why more and more B2B decision-makers are flocking
to association conferences.
by Custom Media Solutions
building on corporate marketers to show return on investment (ROI)
to their bosses, the word out on convention row is not to ditch
events and trade shows altogether, but to go after smaller events,
such as association trade shows, where top decision-makers have
the opportunity to sell their products to a group of attentive niche
audience members. BtoB Magazine along with Forrester Research
recently conducted a survey of nearly 370 marketing professionals.
Laura Ramos, VP at Forrester and the principal author of the report,
noted as more CFOs and CEOs are being held responsible for market
spend, they are looking to “smaller, more targeted events”
because they “are proving to be more effective.”
As reported in BtoB Magazine, Kerry Smith,
president of the Event Marketing Institute, agreed, “What's
happening is that attention is trickling down into events …
marketers are looking for a business outcome that's measurable.”
Marketing Plans and Priorities survey found nearly half of
top business decision-makers (49.5%) will increase their event budgets
in 2008, but that increase will be directed towards smaller, more
focused events for senior executives.
Another survey conducted by MarketingProfs and Forrester
Research of nearly 500 top decision-makers (of whom 43 percent were
from the Business & Industry sector) in late 2007, found similar
results. While respondents said they used a wide variety of tactics
to achieve their goals, a full 72 percent use trade shows. From
the standpoint of generating leads, almost half (47%) thought small
events and executive breakfast/seminars were highly effective. The
report also revealed when it comes to communicating brand/company
messages, more than half of respondents believe that Executive Breakfasts/Seminars
(52%) are highly effective.
Show organizers are increasing revenues through
unique sponsorship opportunities and custom events that help companies
make more tactical and meaningful relationships with attendees.
As reported in expoweb, the hottest market sectors for
exhibitions in the next few years, forecasted by Veronis Suhler
Stevenson (VSS), include professional services such as finance,
retail (particularly apparel), communication and information technology,
transportation, sports and entertainment and building and construction.
And if finance
is a hot market sector, you know AICPA’s conferences are a
great bet to boost your marketing portfolio. Here are some of our
leading conferences that are back by popular demand and you don’t
want to miss:
Las Vegas, NV • May 5 - 7, 2008
Conference on Tax Strategies for the High-Income Individual
Las Vegas, NV • May 8 - 9, 2008
director of corporate marketing communications at chip maker Atmel,
summed it up best in BtoBonline.com: “a small number
of people go to them [association tradeshows], but we are guaranteed
a high level of quality in terms of leads.”
So what are you waiting for? Contact Patrick
Slater or Michael DeWitt
today and get the ball rolling.