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March 4, 2015

New CEIR Report Looks at Marketing Spend

Yesterday, the Center for Exhibition Industry Research has released its latest report, The Marketing Spend Decision. The study profiles the marketing channel spend of business-to-business exhibitors from small to large-sized organizations, across all exhibition industry sectors.

The report helps exhibitors determine whether their marketing expenditures, objectives for exhibiting and success metrics align with industry norms, significant when working with a "finite" marketing budget.

Key findings note that among organizations that participate in business-to-business exhibitions, the average marketing budget allocation for these exhibitions is 41 percent. No other competitor channel comes close to capturing this amount of the marketing budget. 

This report profiles business-to-business exhibitors by:

  • Top ranked important objectives for exhibiting;
  • Success metrics to evaluate the outcome of exhibiting;
  • Marketing spend allocation across all marketing channels;
  • Number of exhibitions participated in 2012 and projections through 2015;
  • Typical booth sizes from 2012 and projections through 2015; and
  • Median spending per exhibition estimate.

Online survey results are based on a study conducted by CEIR during the fall of 2014, polling a sampling of exhibitors from lists provided by Freeman, GES and Shepard Exposition Services. A total of 641 exhibitors responded.

Click here to download The Marketing Spend Decision. IAEE members can access the CEIR library and reports at no cost.

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