This is a question almost every organization is asking: are trade shows the best use of my marketing dollars?  For some, the answer is a resounding YES, while others are quite the opposite.  In the recently released Center for Exhibition Industry Research (CEIR) report, The Changing Environment of Exhibitions, there are some data points which suggest a positive spin on trade shows.

The findings from this study explore the current and planned use of the full array of available marketing, communications and sales tactics; positioning of business-to-business exhibitions in this mix; current, high-priority marketing and sales objectives and perceived value of using business-to-business exhibitions to achieve them; as well as the factors that drive the decision to exhibit or pull out of an exhibition.

One of the key findings from the study is:

“Ninety-nine percent of executives identify what they consider to be the key value proposition of business-to-business exhibitions.”

I have not seen that high of a statistic for years!  Ninety-nine percent find trade shows hold a unique value.  So it might appear that it is not time to skip an exhibition, unless you are not prepared or the show is drawing the wrong audience.

Another significant research point is found in this chart.

CEIR research

The material in this report is exciting.  If you would like to obtain a copy, please click here.  Now, if you are a member if IAEE, the report is free.

Read more: Are Logistics Killing Trade Shows?