CEIR 发布有关全球虚拟活动趋势的里程碑式报告系列

报告一——虚拟活动和财务结果剖析

DALLAS, 12 January 2021 – 今天,展览业研究中心(欧盟环境影响评估中心) released the first report in a three-part series that will provide hotly sought-after details on virtual events. CEIR’s Global Virtual Event Trends Series examines insights among organizations that traditionally run or manage in-person business-to-business (B2B) exhibitions.

“CEIR is grateful for the generous support from over a dozen organizations that have made this research and benchmarks for the global B2B exhibition industry possible,” said CEIR CEO Cathy Breden, CMP, CAE, CEM. “We thank them for enabling us to fulfill our mission of providing the industry with insights based on objective, unbiased research that will help our stakeholders understand and successfully respond to these trends in the midst of the historic pandemic. Through the generous financial support from 交换卡, these reports are available for download from CEIR’s website to the industry at no cost.”

报告一——虚拟活动和财务结果剖析 details extensive baseline data on elements that are typically included in a virtual event, as well as performance outcomes regarding participation and financially.

“COVID-19 has blindsided the B2B exhibition industry worldwide,” noted CEIR Vice President of Research Nancy Drapeau, PRC. “While in-person events remain paused in many geographic regions, B2B exhibition organizers have jumped into the virtual event space. Many are doing so for the first time. CEIR’s Research Council saw the need to provide insights to these executives to help them understand how to plan for such events and see how their events compare to fast-evolving industry norms. And so, this study was launched. This report provides the baseline data of what organizers are doing today.”

交换卡 CEO Baptiste Boulard added, “Swapcard is honored to have sponsored this global study that helps B2B exhibition organizers understand the benefits virtual events offer today and into the future.”

报告一——虚拟活动和财务结果剖析 affirms that most B2B exhibition organizer activity is due to COVID-19. However, results suggest many executives are interested in remaining active into the future.

Organizers say education drives attendance, and this report provides details on what education content is most popularly offered.

Brand marketers primarily aim to achieve two common business objectives. This report details virtual event offerings that are offered to respond to their interests.

Financially, on average, virtual events are small (49% generate gross revenues of less than $250,000 USD) and are a fraction of the gross revenues of in-person physical events, where there is an affiliation. However, a surprise result is that net profit is achieved by many virtual event organizers who have reported their gross revenues and out-of-pocket costs.

报告一——虚拟活动和财务结果剖析 consists of 42 pages that provide results on the following topics:

  • Extent of virtual event activity today
  • Taxonomy for events taking place on the Internet
  • Core components of a virtual event
    • Most popular content – education, networking and special activities, exhibitor/brand marketer promotions
    • Whether charged to attend and how fees compare to affiliated in-person event fees
    • Event length by number of days
    • General and education session length by number of hours
  • Motivation for attending and participating as a brand marketer/exhibitor
  • Average virtual booth price compared to standard physical event booth price
  • Use of AI to drive engagement
  • Metrics to evaluate outcomes for participants
  • Outcomes:
    • Volume of attendance, exhibitors
    • Gross revenues, out-of-pocket costs and net profit margins
  • Staffing resources

方法

The survey fielded in October 2020. It was multilingual, giving respondents the choice of completing the survey in English, Spanish, Portuguese or Arabic. The sample was generated via the generous participation of multiple organizations globally, which invited qualified members and contacts to participate in this initiative. CEIR is grateful for their generous support that made this research and reports for the global B2B exhibitions industry possible. These organizations include:

  • 美国协会行政人员协会 (ASAE)
  • 非洲展览组织者协会(AAXO)
  • 加拿大展览管理协会(CAEM)
  • 1st Arabia for Tradeshows and Conferences
  • 拉丁美洲国会和议会组织者联盟 (COCAL)
  • 医疗保健会展协会 (HCEA)
  • 国际展览与活动协会(IAEE)
  • 菲律宾会议/展览组织者和供应商协会(PACEOS)
  • 新加坡会议展览主办方与供应商协会 (SACEOS)
  • 独立展会组织者协会 (SISO)
  • 印度展览会时报
  • 墨西哥信息公司
  • 巴西慈善组织联盟 (UBRAFE)

共有 463 名高管响应了参与研究的邀请,其中 346 名符合参与条件并完成了调查。回复率为 7%。总百分比结果在 95% 间隔内提供了正负 5% 或更好的统计可靠性结果。

The complete three-part series will be published over the course of the next several months and will include:

CEIR 的 Global Virtual Events Trends Series is available from the CEIR website at no cost due to the generous financial support by 交换卡. 点击这里 去下载 报告一——虚拟活动和财务结果剖析.

关于 CEIR
展览业研究中心 (CEIR) 致力于通过制作和提供基于知识的研究工具来促进展览和其他面对面营销活动的增长、知名度和价值,这些工具使利益相关者组织能够提高满足当前和新兴客户需求的能力,提高业务绩效并增强竞争地位。有关更多信息,请访问 www.ceir.org.

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