CEIR Releases 2018 Marketing Spend Decision Report The B2B Exhibition Channel Captures Largest Share of Exhibitor Marketing Budgets

Recently, the Center for Exhibition Industry Research (CEIR) released an updated version of its popular Marketing Spend Decision Report, originally published in 2015 with new research tracking how much business-to-business (B2B) exhibitions capture of exhibitor marketing budgets in its 2018 edition.

“This report shows the continued strength of B2B exhibitions. It is the face-to-face marketing channel of choice for brand marketers that use it,” remarked CEIR CEO Cathy Breden, CAE, CMP. She added, “The report offers exhibitors and exhibition organizers valuable metrics. In addition to profiling the complete marketing channel mix among brand marketers that exhibit, it also includes other important metrics that indicate movement in the market that stakeholders need to understand to effectively respond.”

Though B2B exhibitions dominate in capturing the largest share of the marketing budget of these brand marketers, this study reveals marketing budgets are stagnant. Stagnant budgets, coupled with the documented increase in median number of exhibitions participated in, finds median spending per exhibition has not increased since last reported in 2015. Taking inflation into consideration, spending has declined marginally.


Looking forward to 2018, the number of exhibitions participated is expected to hold. Positive movement in net square footage (NSF) is expected to come from more exhibitors planning to increase their booth sizes at events they are participating in over adding exhibitions to their remaining schedule for 2018.

2018 Marketing Spend Decision Report also highlights differences by specific demographics including annual revenues, annual marketing budgets, booth size and specific CEIR sectors.
Online survey results are based on a study conducted by CEIR during the spring of 2017, polling a sampling of exhibitors from lists provided by Freeman, GES, Fern Expositions, Hargrove and Shepard Exposition Services. A total of 424 exhibitors responded.
 
INSTRUCTIONS ON PULLING CEIR REPORTS FROM www.ceir.org

This coupon code provides EDPA members with access to the CEIR library for all reports other than the Index or Census at NO additional cost. (The annual CEIR Index and Census are made available at the member discount price). Please use this code for your use only:

COUPON CODE: EDPACEIR18

When ORDERING A CEIR REPORT:

Click the ADD TO CART button. When ready to check out, click on the shopping cart icon at the top right of the screen. Click on the CHECK OUT button. Login as a guest, provide your email address, click CONTINUE TO NEXT STEP. Key in the coupon code, click ADD COUPON button which will update the price to $0. Key in required fields, click CONTINUE TO NEXT STEP. Review your order information then click CONTINUE TO NEXT STEP. The next screen, CHECK OUT COMPLETE will have the pdf version of the report available at the bottom of the screen. There is also contact information listed for tech support if difficulties are encountered.

ECEF - The Exhibitors Speak [Video]