A recent CEIR study, Changing Environment of Exhibitions Study, once again validated the high value and strong ROI provided to companies who participate in business-to-business exhibitions. The overall results of the survey concluded that 85% of the respondents will maintain or increase their participation. While the total sample size is not overly large, the fact that it represents a diverse set of industries is a strong indication that the survey accurately portrays the buying habits of the exhibition industry.
I find it encouraging that in an environment where traditional marketing channel revenues are getting diluted; business-to-business exhibitions continue to represent a significant value to buyers. In a society where on-line relationships are growing at an exponential rate through social media and the like, face-to-face human interaction has not been replaced.