CEIR Releases Marketing Spend Decision Report

CEIR MC51.15 The Marketing Spend Decision CoverDallas, 3 March 2015 – Today, the Center for Exhibition Industry Research (CEIR) announced the release of its latest report, The Marketing Spend Decision. This study profiles marketing channel spending of business-to-business exhibitors from small to large-sized organizations, across all exhibition industry sectors.

“This report offers exhibitors an invaluable tool to determine whether their marketing expenditures, objectives for exhibiting and success metrics align with industry norms,” noted CEIR President and CEO Brian Casey, CEM. “The results of this study affirm the enduring value of business-to-business exhibitions.”

There is no more powerful vote of confidence in the value marketers place in a given channel than how much of their finite marketing budget they are willing to allocate to it. This reports shows that among organizations that participate in business-to-business exhibitions, the average marketing budget allocation for these exhibitions is 41 percent. No other competitor channel comes close to capturing this amount of the marketing budget. It is a testament to the power of this face-to-face marketing channel.

“CEIR is the go-to resource for exhibition industry research,” said EDPA Executive Director Jeff Provost. “This particular report is of high value to exhibitors, suppliers and exhibition organizers. EDPA along with its six member co-sponsor companies is pleased to provide the funding to make this vital research possible.”

This report profiles business-to-business exhibitors by:

  • Top ranked important objectives for exhibiting;
  • Success metrics to evaluate the outcome of exhibiting;
  • Marketing spend allocation across all marketing channels;
  • Number of exhibitions participated in 2012 and projections through 2015;
  • Typical booth sizes from 2012 and projections through 2015; and
  • Median spending per exhibition estimate.

Online survey results are based on a study conducted by CEIR during the fall of 2014, polling a sampling of exhibitors from lists provided by Freeman, GES and Shepard Exposition Services. A total of 641 exhibitors responded.

Click here to download The Marketing Spend Decision. IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.

About CEIR
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.


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