CEIR Releases 2016 Changing Environment of Exhibitions Report

July 16, 2016

The Center for Exhibition Industry Research released the first two reports in its newest series, 2016 Changing Environment of Exhibitions. This study, which is an update to research conducted in 2011, consists of 10 fact sheets articulating the power of exhibitions from the perspective of exhibitors.

Since the last study conducted in 2011, the U.S. economy has enjoyed modest growth as it has recovered from the Great Recession of 2008. CEIR Index results have documented consistent, positive growth in the exhibition industry. At the same time, digital continues to grow in use as a marketing and sales tactic.

This study monitors exhibitor use of the exhibition channel, its positioning in the marketing mix and perceptions of exhibitor executives on key issues that can impact the use of exhibitions today and in the future.

The 2016 Changing Environment of Exhibitions study dives into the minds of executives who are involved in the decision to exhibit at business-to-business exhibitions, as well as other promotional and advertising decisions for their company. It documents the use of business-to-business exhibitions today, the level of participation now compared to several years ago as well as executives’ plans to exhibit looking out to the next several years. Issues addressed include:

·  What other marketing and sales tactics are exhibitors using and what is the business-to-business exhibition channel’s position in this mix?

·  Is digital still ascending in use and what impact does that have on exhibiting?

This study provides insights on these and other questions that paint a picture of today’s marketing and sales landscape among companies that use the business-to-business exhibition channel. It provides insights on where exhibitions stand today and the outlook for the next several years.

“This study provides an objective look at the use of business-to-business exhibitions as well as other marketing and sales tactics these companies are using to promote and sell their products,” said CEIR President and CEO Brian Casey, CEM.

He added, “Readers who download these fact sheets will see fairly strong trends in the use of integrated marketing and that exhibitions play a solid role in supporting exhibiting companies’ most urgent marketing and sales objectives.”

This series of 10 fact sheets highlights how and why face-to-face marketing at business-to-business exhibitions is holding its own in today’s integrated marketing environment, beginning with the first two reports, Exhibitions Are Highly Valued in Achieving Marketing and Sales Objectives and Marketers Intend to Maintain or Expand Number of Exhibitions.

Key findings indicate that exhibiting companies place high value in using exhibitions to achieve their top priority marketing and sales efforts:

·  Most Prevalent Top Priority Marketing Objectives: Building or expanding and reinforcing brand awareness, target business sector promotions, new product or service promotions.

·  Most Prevalent Top Priority Sales Objectives: Relationship management and engagement efforts with customers, key accounts and prospective customers, generating sales leads, generating orders with existing customers and prospects.

·  Alongside the economic rebound from 2008, 40 percent of exhibitors are participating in more exhibitions today than they were several years ago. Looking forward, many will maintain their current level of participation while 24 percent will continue to add exhibitions to their schedule, thus indicating further modest growth in the industry in the next several years.

“CEIR is pleased to have secured funding to repeat this important trend study,” Casey said. "We were able to capture a representative sample of the industry through the cooperation of the general service contractors that allowed us to poll their exhibitor customers.”

CEIR would like to thank its supporting sponsors of the 2016 Changing Environment of Exhibitions study: the Exhibit Designers + Producers Association (EDPA), Group Delphi and Sho-Link.

“CEIR is the go-to resource for exhibition industry research,” said EDPA Executive Director Jeff Provost. “EDPA and its two member companies, Group Delphi and Sho-Link, are pleased to provide the funding to make this research possible. Fact sheets from this study series are invaluable resources for organizers, exhibitors, and suppliers to the industry, including our exhibit designer/producer members.”

“CEIR’s research is always an excellent barometer of the trends in our industry, and we are honored to partner with them on such an important study,” said Justin Hersh, CEO of Group Delphi. “The findings we’ve seen so far corroborate what we at Group Delphi know from experience: as digital continues to grow, experiential remains an essential and irreplaceable facet of the marketing mix.”

“Sho-Link is proud to help sponsor such an important project, as the information accumulated and disseminated by CEIR offers actionable insights to our entire industry,” added Scott Rudel, president of Sho-Link.

Exhibitions Are Highly Valued in Achieving Marketing and Sales Objectives and Marketers Intend to Maintain or Expand Number of Exhibitions are available for download from the CEIR website. Non- members may purchase each report for $49.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.