CEIR lanza la serie Head of Marketing Insights

First Report Looks at B2B Exhibitions as Marketing Medium

El Centro de Investigación de la Industria de Exposiciones (CEIR) announced today the release of the first report in its newest series providing insights from marketing leadership at organizations in North America. Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs takes a close look at the image of the business-to-business (B2B) exhibition channel among heads of marketing, those who are at the helm of decisions that shape the strategy and efforts for their organizations’ most urgent marketing and sales objectives.

This report assesses how perceptions are the same and different among heads of marketing at organizations that use the channel and those that do not. It offers statistics to promote the power of B2B exhibitions as an effective marketing medium and uncovers areas of opportunity to expand awareness of the channel. This report also examines what to address in B2B exhibitions to enhance their value and relevance to brand marketers moving forward.

“Study findings indicate the B2B exhibition channel enjoys a strong image among heads of marketing, whether they are actively using the channel today or not,” said CEIR Vice President of Research Nancy Drapeau, PRC. “Sixty-four percent or more of heads of marketing agree the channel is effective for achieving multiple high priority marketing and sales objectives.”

“These results signal the importance of aligning an event’s offerings with what brand marketers are most looking to achieve,” added CEIR CEO Cathy Breden, CMP, CAE. “Keeping a pulse on the high priority marketing and sales objectives of prospective exhibitors, and delivering content that helps them hit these goals is an event organizer’s key ingredient for success.”

CEIR Jefe de la serie Marketing Insights is made possible through funding from the Society of Independent Show Organizers (SISO). “Understanding what heads of marketing think about the B2B exhibition channel is critical to the health and viability of the channel,” said SISO Executive Director David Audrain. “SISO is proud to underwrite this important initiative.”

Head of Marketing Insights Report 1 Infographic

This report is the first in a five-report series that will publish over the next several months:

Metodología de investigación
Se invitó a una muestra aleatoria estratificada de jefes de marketing de organizaciones norteamericanas del panel de negocios en línea de ResearchNow/SSI (ahora Dynata) a completar la encuesta desde finales del verano hasta el otoño de 2018. Esta muestra se estratificó para garantizar una combinación representativa de jefes de marketing por Sectores industriales de CEIR así como por tamaño de organización. La mitad de la muestra incluye jefes de marketing de organizaciones que no han utilizado el canal de exhibición B2B y la otra mitad lo ha incluido en su mix de canales de marketing. Además de esta muestra, la Revista EXHIBITOR, HCEA y CEMA invitaron a clientes calificados a participar en el estudio. Se completaron un total de 382 encuestas válidas, con una tasa de respuesta estimada del cinco por ciento. Los resultados totales son precisos con un nivel de confianza del 95 por ciento y tienen un margen de error del 5 por ciento o menos. Para los resultados que comparan opiniones entre jefes de marketing de organizaciones que exhiben y aquellas que no, el margen de error es del 7 por ciento o menos.

IAEE members and CEIR subscribers may access Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs – as well as the CEIR library and various reports – at no cost.

Acerca del CEIR
El Centro de Investigación de la Industria de Exposiciones (CEIR) sirve para promover el crecimiento, la conciencia y el valor de las exposiciones y otros eventos de marketing presenciales mediante la producción y entrega de herramientas de investigación basadas en el conocimiento que permiten a las organizaciones interesadas mejorar su capacidad para satisfacer las necesidades actuales y actuales. necesidades emergentes de los clientes, mejorar el rendimiento de sus negocios y fortalecer su posición competitiva. Para obtener información adicional, visite www.ceir.org.

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Consultas de los medios:
María Tucker
Gerente Sr. de Relaciones Públicas/Comunicaciones
+1 (972) 687-9226
mtucker@ceir.org