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  • Trade Show Outlook for 2012

    Posted on February 7th, 2012 admin No comments

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    While the economy seems to be picking up and unemployment is on the decline there are still questions about the future of the economy and the outlook for 2012.  For many manufacturing companies there has been a decline in marketing budgets in recent years and the decision whether to invest in attending trade shows has been challenging. Some positive news is finally emerging though.

    Recently the Center for Exhibition Industry Research (CEIR) released their report on the “The Changing Environment of Exhibitions”.  One aspect of the report looked into executives opinions about the importance and benefits of exhibitions and their future.  The result summarized by CEIR Research Director Nancy Drapeau is that  “the overall findings from this study indicate that business-to-business exhibitions are an integral part of a company’s marketing mix today and will continue to be so in the near term.”

    Other findings indicate the most important factors when deciding to exhibit are:

    Quality of Attendees – 84%
    Favorable ROI – 54%
    Positive Past Performance – 50%

    While much information was gathered we think it speaks well to the 2012 trade shows that “99% of surveyed marketing executives identified a unique value of business-to-business exhibitions that is not provided by other marketing channels. The most popular value is the ‘ability to see a large number of prospects and customers over a short period of time,’ selected by 60 percent of executives.”  With this kind of endorsement hopefully the decision to travel to trade shows will be much easier in the future.

    If CalCo can help you with any aspect of your trade show display please call us at 847/639-3858 or contact us.