Is face-to-face marketing still relevant, and are there plans to use it moving forward? What is the image of the business-to-business exhibition channel today? A new report from the Center for Exhibition Industry Research aims to answer those questions — and more — from the perspective of marketing leaders.

The first in the new “Head of Marketing Insights” series, “Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs” examines the perception of B2B exhibitions as a marketing channel.

The report draws from survey data collected from 382 heads of marketing at North American organizations. Half of the organizations invited to participate have historically included B2B exhibitions in their marketing channel mix and the other half have not. CEMA, EXHIBITOR Magazine and HCEA also invited qualified customers to participate in the study.

“Study findings indicate the B2B exhibition channel enjoys a strong image among heads of marketing, whether they are actively using the channel today or not,” said Nancy Drapeau, CEIR vice president of research. “Sixty-four percent or more of heads of marketing agree the channel is effective for achieving multiple high priority marketing and sales objectives.”

CEIR’s goal is to promote the power of B2B exhibitions within an organization’s marketing portfolio, so the report includes positive statistics as well as recommendations on ways to enhance the value and relevance of these events.

“Keeping a pulse on the high priority marketing and sales objectives of prospective exhibitors, and delivering content that helps them hit these goals is an event organizer’s key ingredient for success,” said CEIR CEO Cathy Breden.

This report is the first in a five-report series that will publish over the next several months:

• Part One: Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs
• Part Two: Aligning Exhibit Sales for Success
• Part Three: Overcoming Non-Exhibitor Objections
• Part Four: How B2B Exhibitions are Judged, Where It is Essential to Deliver Results
• Part Five: Future Plans for Use of the B2B Exhibition Channel

CEIR’s Head of Marketing Insights Series is made possible through funding from the Society of Independent Show Organizers (SISO). The report is available to IAEE members and CEIR subscribers at no cost.

To learn more about the series and obtain a copy of the first report, go here.

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