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CEIR Reports on On-Site Exhibitor Marketing Activities
Tuesday the Center for Exhibition Industry Research (CEIR) announces a new report, Exhibitor Ancillary On-site Marketing Practices.
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 www.ceir.org/store_products.view.php?id=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.
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.
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