The Center for Exhibition Industry Research (CEIR) recently released its first report titled ‘Report One: Marketing Channel Mix During Pandemic and Outlook Moving Forward for Brand Marketers That Exhibit at B2B Exhibitions’ from its latest research series, Omnichannel Marketing Insights. This research series focuses on omnichannel practices when the pandemic shuts down the B2B exhibition industry in mid-March 2020. It also highlights the plans for 2022, benchmarks on the marketing channel mix used during the pandemic, the possibility of participants returning to the B2B exhibitions, and a potential change in needs and preferences. The overall findings are from the exhibitor’s perspective and have been summarized in Report One. The results indicate that the B2B exhibition industry is keen to get back to business.
Cathy Breden, CEO of CIER, said, “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend. Digital and other channels have helped exhibiting companies and attendees meet their needs during the pandemic, though study results point to their limitations. For companies that exhibit, face-to-face marketing is an essential part of their marketing mix. They are looking forward to getting back to business in person.”
Cathy Breden, CEO of CIER, said, “This report speaks to the importance of face-to-face marketing to brand marketers and buyers who attend. Digital and other channels have helped exhibiting companies and attendees meet their needs during the pandemic, though study results point to their limitations. For companies that exhibit, face-to-face marketing is an essential part of their marketing mix. They are looking forward to getting back to business in person.”
The 26-page, extensive report covers insights and benchmarks on the following:
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Number of exhibitions and booth sizes from 2019-2022
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Booth staff in 2019 and what the future holds
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Reasons for participation
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The marketing budget for 2021 and 2022
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Marketing and sales objectives of exhibiting company organizations
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B2B exhibition channels
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Marketing channels used by exhibitors as compared to what attendees relied on during the pandemic
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Contribution of exhibiting to the achievement of marketing and sales goals
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The importance of in-person representation at international B2B exhibitions if the pandemic persists
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Integrating digital options into events in the next two years
The report also revealed the following industry insights:
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The B2B exhibition industry is digitally dominated. 87% of attendees and 94% of exhibitors use different kinds of digital tactics.
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44% of attendees and 8% of exhibitors used supplier phone calls, and 33% of attendees and 20% of exhibitors used direct mail.
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Exhibitors’ rating of effectiveness score for channels used by exhibitors to achieve high-priority marketing and sales goals.
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94% of exhibitors are planning to exhibit in the future, with an expected booth size of 200 net square feet and the volume of exhibiting events expected to rebound to five.
CIER will be releasing five other reports in this series.