New Report From CEIR Examines B2B Exhibitors’ Decision-Making Processes
June 27, 2019
The second in the Center for Exhibition Industry Research’s “Head of Marketing Insights” series, “Aligning Exhibit Sales for Success” takes a close look at the B2B exhibitor’s decision-making process, pinpointing the areas where marketing leaders see the most value in these exhibitions.
The report, which is based on survey data from marketing executives at North American organizations that use exhibiting as channel in their marketing mix, examines how brand marketers build an exhibit program. It also offers suggestions on how show organizers can position sales efforts to align with these practices.
"This short report evaluates who is apt to be involved in deciding to exhibit at an exhibition and how the decision-making process varies, contingent upon whether it is a new or repeat event," said Nancy Drapeau, CEIR’s vice president of research. "It includes powerful data [for example, the fact that 60 percent of respondents indicate there is no approval process for events done regularly] that makes the case of the value of using the face-to-face channel to achieve the most popular, important objectives for exhibiting."
The new report identifies:
- Who is involved in the process of identifying and approving at which B2B exhibitions to exhibit
- Which departments have budgeting responsibility for exhibiting
- Who handles the logistics and implementation of exhibit programs
- Statistics to use in selling the power of exhibitions, from the voice of heads of marketing at organizations that exhibit
"Understanding what heads of marketing think about the B2B exhibition channel is critical to the health and viability of the channel," said David Audrain, executive director of the Society of Independent Show Organizers (SISO), which sponsored the study.
“Aligning Exhibit Sales for Success” is the second in the Head of Marketing Insights Series. Parts three through five are coming soon.
- 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 CEO Cathy Breden said that B2B exhibition organizers’ sales staff will benefit from the data.
"It can serve as the basis to discuss an event’s sales processes and brainstorm ideas on how to refine exhibit sales efforts to convert more prospects to first-time exhibitors,” Breden said. “It also speaks to the critical importance of following a game plan that aims to maximize exhibitor retention."
To purchase a copy of “Aligning Exhibit Sales for Success,” go here.
Partner Voices
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates.
Water Stewardship Efforts
MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship.
In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step.
MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas.
MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030.
From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts.
Caring for One Another
MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include:
Unserved perishable prepared foods from events
Perishable unprepared food from MGM Resorts’ kitchens
Nonperishable food items from minibars and warehouses
The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community.
Fostering Diversity and Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.
Add new comment