CEIR Releases New Report: Exhibitor Ancillary On-site Marketing Practices

DALLAS, 29 October 2013 – Today the Center for Exhibition Industry Research (CEIR) announces a new report, 参展商辅助现场营销活动.

This report documents the most common on-site marketing activities exhibitors engage in while on-premise at an exhibition. It also takes a further, important step in identifying how effective users find each activity to be in supporting objectives for exhibiting.

CEIR’s Research Director, Nancy Drapeau, PRC notes: “This report reveals that most exhibitors are engaging in at least one marketing activity beyond activities in their booths. Results offer useful benchmarking statistics for exhibitors and great insights for organizers to consider when crafting onsite exhibitor marketing program opportunities. Effectiveness ratings offer great statistics to use in selling the value of such exhibition-sponsored activities.”

Top line findings of note:

  • The top five most common on-site marketing activities engaged in by exhibitors include: exhibition program advertising, speaking at educational seminars/workshops and sponsoring an exhibition giveaway. Each is used by more than seven out of 10 exhibiting companies.
  • In terms of how effective each method is in supporting an exhibiting company’s overall objectives for exhibiting, activities that give an exhibiting company singular attention achieve higher effectiveness scores, with speaking at an educational seminar/workshop (86 percent) ranked at the top.

This report includes top line results as well as insights on differences by industry sector, company size and frequency of exhibiting.

To obtain the full report, go to http://www.ceir.org//products/2554.

A sampling from The International Center for Exhibitor and Event Marketing database and Exhibitrac’s Top 250 trade exhibition list were invited to participate in the online survey in June 2012. A total of 502 exhibitors responded.

IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.

CEIR 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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