In a new article published by CEIR - when interviewing a total of 298 executives this past summer more than three-quarters (77%) of marketers say trade shows are “highly valuable” in helping them achieve their top sales priorities. The study indicated that exhibitions help marketers realize their high-priority sales objectives, which include managing existing customer relationships, fostering relationships with prospects and generating leads.
The study also found that 73% of marketers said trade shows help in realizing their marketing objectives, which include building brand awareness and promoting new and existing products.
“We help our clients put together an integrated marketing and event plan long before the show to make it more manageable for everyone,” explains Karin Roberts, director of marketing for The Tradeshow Network Marketing Group. “Our focus is on their business goals and the results they want to achieve from trade shows as part of their overall marketing and branding efforts. Then we recommend the exhibit design, event strategy and marketing tactics that will help them reach those goals and get real bottom-line results.”
Although the investment in integrated brand communications can be significant, the bottom-line results can make it all worthwhile. For one client who had been using their own do-it-yourself design and communications, the transformation we created for them with a new brand image in their exhibit, collateral materials and website made their industry take notice.
For additional details go to the Center for Exhibition Industry Research's “2011 Changing Environment of Exhibitions Study.”
