Center exhibition industry research CEIR report: positive outlook for B2B exhibitions

03 September 2019

The majority (58%) of heads of marketing who currently use exhibitions as a marketing channel will maintain their current level of spending on B2B exhibitions in 2019 while another 37% are planning to increase it. 


The strength of exhibitions is that they help heads of marketing to achieve their most pressing objectives. They are building brand awareness (94%), promotions for specific business sectors (94%), and reinforcing brand awareness (92%) on the marketing side and managing existing customer relationships (93%), engagement with key accounts (91%), and generating new leads (90%) on the sales side. 

These are the results of the “Future Planned Use of the B2B Exhibition Channel”, the fifth report in a series providing insights from marketing leadership in organizations in North America published by the Center for Exhibition Industry Research (CEIR). The report includes information on the anticipated change in the level of spending on B2B exhibitions this year, details on how the channel will help achieve urgent marketing and sales objectives in the next several years, and whether roles will continue as is, expand or decrease. It also outlines which elements marketing executives plan to add to their exhibit programs. 

“The power of F2F marketing at B2B exhibitions continues in a world dominated by digital media”, noted CEIR CEO Cathy Breden. “The reason is simple: it delivers where it counts. It helps heads of marketing achieve their organization’s most urgent marketing and sales objectives.”

“This report documents the continued commitment to the channel today and for the next several years,” added CEIR vice president of research Nancy Drapeau. “It provides useful insights for organizers looking to ensure their offerings align with brand marketer evolving needs. For brand marketers, it offers industry benchmarks to compare and adjust future plans to align with overall industry trends.”

The text/image source: Expodatabase, official website CEIR

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