CEIR Releases Third Report of Head of Marketing Insights Series

Newest CEIR Head of Marketing Insights Series Report Now Available

The Center for Exhibition Industry Research (CEIR) announced today the release of Overcoming Non-Exhibitor Objections, the third report in its newest series providing insights from marketing leadership at organizations in North America.

Exhibit sales teams regularly run into barriers when making the case for exhibiting at their events. What are the most typical barriers? How do typical objections given by a show’s prospects stack up to these industry benchmarks? How does exhibit sales staff counter these objections? How can an event’s content be adjusted to turn more “Nos” to a “Yes”?

This short report on B2B trade shows provides industry benchmarks on these issues and ideas on how to address them.

“A surprise finding from this research is that a substantial percentage of marketing leadership at organizations not using the channel are open to considering the opportunity,” said CEIR Vice President of Research Nancy Drapeau, PRC. “The challenge is to make a compelling offer they value.”

“Overcoming prospect objections is an ongoing challenge,” noted CEIR CEO Cathy Breden, CMP, CAE. “This report identifies how to minimize objections through offering the right event content and deploying other tactics. It can also serve to launch a brainstorming session on refining event content and sales pitches that maximize sales conversions.”

To learn the full listing of typical reasons for not exhibiting and offers that can help turn a “No” into a “Yes”, download the report here.

In addition to sharing survey results, this report offers a listing of suggestions on how to address each objection. This matrix is offered for B2B exhibition management and exhibit sales teams to use as a starting place for brainstorming during strategic planning for an event to help refine event content that will overcome objections and a sharpened sales approach that enhances results.

This report provides results relating to:

  • Reasons for not exhibiting
  • What would convince non-exhibitors to exhibit
  • Suggestions, ideas on how to counter objections

In addition to total results, differences in results are reported by:

  • Organization size, by number of employees
  • Average market share in primary target markets
  • Heads of marketing by generation

The Head of Marketing Insights Series includes five reports. This is the third in the series to be released:

  • Part One: Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs
  • Part Two: Aligning Exhibit Sales for Success
  • Part Three: Overcoming Non-Exhibitor Objections
  • Part Four: How B2B Exhibitions Are Judged, Where It Is Essential to Deliver Results
  • Part Five: Future Plans for Use of the B2B Exhibition Channel

A special thanks to the Society of Independent Show Organizers (SISO) for funding this important research.

About CEIR
The Center for Exhibition Industry Research (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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