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David DuBois, CMP, CAE, FASAE, CTA President & CEO, IAEE Marketing Trends for the Exhibition Industry Why is this important? empowers you Understanding marketing trends to make better informed decisions. A Near Future Look at the Exhibition Industry Marketing Trends Takeaways Marketing Trends What Attendees and Exhibitors Want Exhibitors and attendees are investors and consumers Exhibitors: Invest in time, space, design, decoration and talent Attendees: Consume content, entertainment and hospitality Attendee Common Needs and Wants Attendee Common Needs Learn 66% Shop 69% 7 Most Urgent Shopping Needs Show me what’s NEW! Let me interact w/ new products I want to talk Help me process • New technology 5.54 • New product intros 5.33 • Interact with new products 5.31 • Talk w/ industry experts 5.51 • Questions answered ‘on the spot’ 5.26 • • • • Idea generation, 5.24 Solutions to problems, 5.12 Brand comparison, 5.14 Info for upcoming purchase, 5.07 Scale of 1 to 7 where 1=Very unimportant and 7=Very Important Importance in Purchase Process Pre-purchase Post-purchase • Awareness building 81% • Evaluate & compare 75% • Narrowing choices 63% • Maintaining relationship 63% Percentage=attendees assigning ‘Very Important’ or ‘Extremely Important to in-person face-to-face interaction at exhibitions Most Urgent Learning Needs Industry trend • Industry insights 5.51 insights – what’s hot? I want to connect F2F! I want to excel in my job I want to grow personally • Professional networking 5.30 • Better job performance 5.30 • Personal development 5.18 Scale of 1 to 7 where 1=Very unimportant and 7=Very Important SHOW ME WHAT’S NEW NEW PRODUCT INTERACTION LET ME INTERACT WITH NEW PRODUCTS QUESTIONS ANSWERED I WANT TO TALK HELP ME PROCESS INDUSTRY TREND INSIGHTS CONNECT FACE-TO-FACE EXCEL IN MY JOB GROW PERSONALLY Interaction on Exhibit Floor Touch, feel, smell 62% of Deciders Most Popular F2F Settings at Exhibits Face-to-Face Conversation with Exhibit Personnel 76% One-on-One Demonstration with Exhibit Personnel 69% Provide Product or Service Information 19% Small Group Demonstration with Exhibit Personnel 17% Theater Style Presentation without Entertainment 10% Theater Style Presentation with Some Entertainment 10% 0% 20% 40% 60% % of Attendees, N=9,215 80% Most Important Factors When Deciding to Attend for First Time Convince me you’re worth the attending • Value for money 5.37 • Reputation of event 5.33 • Quality of speakers 5.24 F2F Opportunities? • Network with other colleagues 5.17 Relates to my industry & current needs? • Info for current decisions/issues 5.14 • Focused on industry sector 5.08 Satisfy my shopping needs? • Current technology update 5.04 • Broad range of products/services 4.98 • Unique demos, 4.88 Good location? • Convenient location 4.93 Scouts: Unique Demos, Info for Current Issues/Decisions, and Technology Update Popular Resources Relied Upon When Deciding to Attend Personal Sources Known/Trusted Sources Exhibition Organizer Digital • Email from colleague 69% • Word of mouth 67% • Personal invite from exhibitor 58% • Industry publications 63% • Industry association membership 61% • Exhibitor email 57% • Exhibition organizer email 61% • Exhibition organizer website 60% • Exhibition organizer direct mail 52% • Internet search 53% Social media is NOT top ranked, 31 % or subscribed text, 29% Corporate Event Marketers Key Strategic Elements of Event Planning and Management Event Strategy: Alignment w/ Business Objectives Measure: Assess and Improve Lead Gen and Follow-up Exhibit Surveys, Inc. Event Selection and Investment Optimize Tactical Drivers of ROI/ROO 2013 Marketing Budgets Increasing/Event Budgets Decreasing 2010 2011 2012 2013 39% 52% 41% 49% 13% 7% 11% 10% Increasing 35% 44% 47% 41% Decreasing 20% 11% 12% 15% Total Marketing Budget: Increasing Decreasing Event Budgets: Source: BtoB Magazine’s 2010 to 2013 Outlook surveys. 29 Strongest Competition for Budget from Online Marketing Increasing Online Budgets Average Online Budget % 2010 2011 2012 2013 73% 78% 74% 67% 31% 35% 26% 31% Source: BtoB Magazine’s 2010 to 2013 Outlook surveys. 30 Marketing Priorities of Marketers 2010 2011 2012 2013 Demand Generation / Customer Acquisition 61% 69% 75% 69% Brand Awareness 15% 19% 15% 18% Customer Retention 16% 13% 10% 13% Source: BtoB Magazine’s 2010 to 2013 Outlook surveys. 31 Organizers Must Prove Value Position exhibitions to align with marketer’s top priority of demand gen and customer acquisition • Lead generation /fill funnel of opportunities • Accelerate the sales process Prove/substantiate quality of audience • Meet exhibitor needs – profile and quality Facilitate exhibitor meetings • Hosted buyer • Access to buyers Track lead activity • Registration company • Obtain full report to analyze effectiveness Provide information to exhibitors Content Marketing Definition: All marketing formats that involve the creation of sharing content for the purpose of engaging current and potential customers Premise: delivery of high quality, relevant and valuable information Benefits: retain attention / improve brand loyalty *Source: BtoB Magazine’s 2013 Outlook survey. **Source: http://en.wikipedia.org/wiki/Content_marketing 72% of b2b marketers use content marketing strategy* Most Effective Content Marketing Tactics for Users 67% In-Person Events 64% Case Studies 61% Webinars/Webcasts Events Rank 1st in effectiveness 59% Blogs Videos 58% eNewsletters 58% Research Reports 57% White Papers 57% 0% 20% 40% 60% Believe It's Effective 80% 100% Source: 2013 B2B Content Marketing Benchmarks, Budgets and Trends, Content Marketing Institute. . 34 DIGITAL PLAYBOOK Revenue Generation Attendee Engagement Cost Containment Revenue Generation Attendee/Visitor Engagement Containing Cost 84% Containing Cost 84% 81% 86% Takeaways Takeaways Networking is important for both attendees and exhibitors Highlight / educate on industry trends Excel in job Personal growth Product demonstrations Conversations with exhibitors – especially industry experts Takeaway 43 Organizer must demonstrate value in terms relevant to exhibitor CMO’s Organizer must learn to become more consultative in their approach Organizer must deliver more (better) tools and data to help exhibitors demonstrate strategic value of exhibitions versus low cost online options Takeaway • Competition for marketing budget increasing – Other event channels – Other marketing channels – Exhibiting in fewer shows • Tradeshow and event mix strategies more sophisticated for major exhibitors 44 Takeaway Exhibitors are being challenged internally Cost reduction - the “new normal” (procurement more involved) Marketing strategies changing – demand generation top priority 45 Event Ecosystem Growth Dependent Upon Delivering Value to all Constituents (courtesy of Exhibit Surveys, Inc.) Organizer ROI Organizational Goals Value to Attendees • highly valued content • networking opportunities • right mix of exhibitors • attendee experience Value to Organizer • meet organizational goals • exhibitor satisfaction Attendees Valued Information Personal Interaction CME Value to Exhibitors • Engage with exhibitors • Deliver ROO/ROI 48 Value to Exhibitors • qualified audience • exhibitor experience Suppliers ROI Value to Organizer • revenue • attendance draw Sponsors ROO ROI Value to Attendees • Highly valued information • 1 to 1 engagement New era of learning and engagement rise to the challenge The industry continues to of re-inventing the exhibition experience. Did you know? IAEE members have access to CEIR research as a benefit of Membership? Thank you! David DuBois, CMP, CAE, FASAE, CTA President & CEO, IAEE +1 (972) 687-9204 / [email protected]