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EXHIBITOR Magazine Releases Data on Use and Effectiveness of Trade Show Sponsorships
Exhibitor Media Group, the award-winning leader in trade show and corporate event marketing education, today announced the results of its 2019 Trade Show Sponsorship Survey, which gauged the opinions, expectations, and experiences of more than 200 exhibit and event professionals. Results of the survey show that the vast majority of marketers currently invest in sponsorships as a way of enhancing their presence at exhibitions and events. But the jury is out with regard to whether those sponsorships are worth the investment.
“To date, there has been little data available regarding how exhibitors view trade show sponsorships, how much they invest in them, or the returns they generate as a result,” said Travis Stanton, editor of EXHIBITOR magazine. “These statistics help us to provide some insight into those topics, while also establishing a benchmark that will allow us to track sponsorship-related trends over time.”
More than eight in 10 exhibiting companies (82 percent) at least occasionally take advantage of trade show and event sponsorships, spending an average of roughly 9 percent of their exhibit-marketing budgets on such promotional opportunities. The most popular options include digital sponsorships (e-newsletters, show websites, event apps, etc.), print sponsorships (show directories, show dailies, floor maps, etc.), and signage sponsorships (show boards, banners, digital signage, etc.).
Currently, 81 percent of face-to-face marketers believe that sponsorships have “moderate” to “significant” potential in the context of exhibit marketing; whereas, 16 percent feel they are of little value, and the remaining 3 percent see them as a “waste of money.” Regardless of which camp respondents fell into, the overwhelming sentiment among survey participants (even those who view sponsorships as effective promotional tools) is that most sponsorship opportunities are overpriced and lack the kind of solid, verifiable metrics that prove return on investment.
“Sponsorships represent a significant revenue stream, helping organizers offset the expenses of hosting these events in the first place,” Stanton said. “But if trade show and event organizers don’t get serious about helping their exhibitors prove ROI, those sponsorship dollars are in danger of drying up.”
Results from the survey are published in the June 2019 issue of EXHIBITOR magazine.
About Exhibitor Media Group
The leader in trade show and corporate event marketing education, Exhibitor Media Group publishes the award-winning EXHIBITOR magazine, a monthly publication featuring best practices in trade show marketing. EXHIBITOR's learning events include: EXHIBITORLIVE, the professional development conference for trade show and corporate event marketers; EXHIBITORFastTrak accelerated learning conferences; and EXHIBITOR eTrak, professional online learning. Exhibitor Media Group is also the founder and sponsor of CTSM (Certified Trade Show Marketer), the industry's only university-affiliated professional certification program. Learn more at www.ExhibitorOnline.com.
EXHIBITOR is a registered trademark, and EXHIBITORLIVE, EXHIBITORFastTrak, and EXHIBITOR eTrak, are trademarks of Exhibitor Publications, Inc. in the USA and other countries. All company and/or product names may be trade names, trademarks and/or registered trademarks of the respective owners with which they are associated.
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