We are well into the 2019 trade show season, and marketing managers and trade show professionals are optimistic for the year ahead. The results are in from the 2019 Economic Outlook Survey conducted by Exhibitor Magazine. This year may prove better in terms of budgets and ROI, although there is still plenty of attention being paid to events and trade show investments.
When compared to last year’s survey, exhibitors and marketers are optimistic in their increased activity, with 77% reporting that they will maintain or increase their spending this year. And that number moves to 84% when respondents say they will allocate more than last year.
Consumer Electronics Show Indicators
A good example is the Consumer Electronics Show, which took place in Las Vegas in January. CES is the showcase of consumer technology innovation, and in my opinion sets the stage for the year in terms of exhibitor participation and attendees. While the final numbers are not in yet, there were more than 4,400 exhibiting companies, utilizing more than 2.7 million square feet of space. With somewhere between 182,000 and 200,00 industry professionals attending, it’s really has become a very influential event.
This participation leads to increased optimism in our industry, with increased return on investments for these face-to-face experiences. Nine out of 10 respondents are either confident or extremely confident that their trade show programs will be more effective than last year.
Even with all the positive response there was also some cautionary notes, with an 8% increase in the number of exhibitors who reported feeling cautious or pessimistic about the economy.
Overall, the future looks bright. Respondents made positive comments about improved execution, enhanced lead retrieval capabilities, better booth staffing and new exhibit builds. All leading to better results and improved ROI.
When you are ready to discuss your next project, contact us and we’ll get together to review your ideas.