I have put together a brief summary of the survey.
1. The exhibition industry is alive and well and will keep growing – year on year.
2. Eight of the surveyed countries and regions have, for all three periods surveyed, a majority of companies declaring turnover increases. South Africa is one of these countries.
3. Operating profit charts reveal that 80% of companies have maintained a good level of performance providing excellent ROI for exhibitors.
4. When organisers were asked what the main business issues that impact current activity are:
5. Is digitisation an issue?
Like most companies in today’s economic environment, times are tough. But you have to think smart and developing a “spray and pray” approach with your marketing budget never has and never will work. It is very important that all companies – big or small, develop a strong marketing strategy on an annual basis.
In the case of exhibitions, don’t do every single expo in your field if (a) you can’t afford them all (b) some are unknown, first-time operations promising the world to everyone. Go with the expos that have a proven track record who do actually produce the results.
Digital marketing can certainly take less time to implement but what's missing is the value that can only be obtained from a trade show or exhibition and will never be found through digital or online resources.
Engaging experiences are what exhibitors and visitors are looking for:
Exhibitions deliver genuine results. Undertaken correctly, they are a powerful marketing channel that engages an active and highly-motivated audience in a face-to-face environment. The people who attend exhibitions choose to be there and want to connect with the products or services on show.