The results from the recent Exhibitor Magazine’s 2016 Exhibits and Events Economic Outlook Survey have been released. The findings could be described as optimistic. After surveying nearly 400 exhibit and event professionals, the findings are not that different from what was predicted last year.
Overall, the responses were mostly optimistic, with approximately 50% of exhibit management considering building new exhibits this year, with 25% definitely designing and purchasing new exhibit and display materials.
The respondents who were confident for the year cited a number of reasons they felt optimistic. 85% said they would anticipate larger returns from their face-to-face marketing efforts. The reasons they mentioned include everything from improved execution at trade shows, redesigned exhibits and improved marketing efforts. Other ideas were enhanced lead tracking, better booth staffing and an improving economy.
A few of the statements are a representative sampling of the exhibit manager’s responses to the open-ended questions on how they feel about the exhibit and event industry.
“My program has shown remarkable ROI and ROO, and we’ve demonstrated that out target audience’s perception of our brand has improved as a result of our exhibits.”
“I have to keep reminding management that trade shows are an investment that generates future business, and eliminating events to create short-term savings will mean missing out on business for years to come.”
With the economy improving slightly better than 2015, the level of involvement was said to be on the same level of exhibiting as last year. 44% of exhibitors will be maintaining their budgets for the year. 28% will see increases in their exhibit and event budgets.
Our account executives have years of experience and can assist you in your marketing strategy by determining ways to increase your brand presence while maintaining your current trade show budgets. Contact us to set up an appointment that will impact your results of your next show.