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

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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.
 
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Exhibitions Day - Kelli Glasser, President Emeritus of the EDPA, on Exhibitions Day

Exhibitions Day - Kelli Glasser, President Emeritus of the EDPA, on Exhibitions Day

Exhibitions Mean Business was the united declaration of the 100+ individuals from our industry to our representatives on Capitol Hill during Exhibitions Day 2017.  The annual fly-in is led by the International Association of Exhibits and Events (IAEE), and 2017 was the fourth installment, with attendance growing each year.  While there are no exhibits, it is the epitome of the time-limited face-to-face influence that is central to our industry.

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I’ve been thinking a lot about the notion of competition in the business marketplace lately. Generally speaking, competition is not something we like to talk about openly within our industries. We know who our competitors are and in most cases, we’re even cordial with and about them when its needed. It’s likely that we’ll talk within our companies, internally about who our competitors are…that’s an important strategic step in both benchmarking our own companies as well as keeping up with and surpassing our competitor’s goods & services.

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