It used to be that event organizers handled all the planning, execution and logistics of a meeting and left the rest of the coordination to the executives and the sales team. But in today’s competitive and digital environment, this is no longer the case. Sales reps want qualified leads and C-Suite management demand measurements to justify their participation in a trade show — and all of this responsibility now falls squarely on the planner’s shoulders.
However, in this demand for sales and cost/benefit analysis, there is a silver lining. According to the Center for Exhibition Industry Research (CEIR), things are looking up. Here is what they reported:
– The 1st quarter of this year marked the 7th consecutive quarter of industry growth.
– Year over year the following indicators are all up:
1. Professional Development attendance up 4.6%
2. Net Square Footage up 3.4%
3. Number of exhibitors up 1.5%
4. Total Revenue up 1.5%
All this information shows that although face to face marketing events require a significant expenditure, they are in a growth cycle and delivering favorable results!