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Most companies that exhibit are finding greater value in social media and lessening value in print advertising, and most plan to keep exhibiting at current levels for the next several years, according to recently released research by the Center for Exhibition Industry Research, Dallas.
CEIR released this week the last of the findings of the report Changing Environment of Exhibitions Study at the annual meeting of the International Association of Exhibtions and Events, Dallas.
Exhibition organizer Chuck Schwartz, CEM, chairman of ConvExx, was among those who help to present the study findings. He said, "Looking to the future, organizers need to hand hold exhibitors, help them manage and control costs. We are no longer just in the business of bringing visitors to the door, we need to help exhibitors succeed in bringing visitors to their booths."
The report found that 64% of companies that use exhibiting as a primary tactic plan will continue to exhibit at the same level in the next several years, while 19% said they will increase exhibiting levels.
Electronic and digital tactics will be the big winners in the future: 82% of marketing, communications and sales tactics executives will increase use of social media outlets, followed by 77% who will increase marketing on mobile devices. Use of online meetings/forums will increase by 74%, and marketing on the company website will grow 71%.
Use of direct mail fared the worst in prospects to increase, 13%, compared to 58% who will keep levels the same. Print advertising will suffer the worst, with 38% of marketing and sales professionals saying they will decrease its use, followed by direct mail, 28%, and exhibiting, 24%. Details: www.ceir.org.