Survey Shows Exhibition Managers Sold on Digital Marketing

HIL ANDERSON, SENIOR EDITOR
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Dallas, TX – E-mails are a nearly unanimous marketing choice for trade show organizers, and 40% of the executives who responded to the Digital + Exhibiting Marketing Insights survey released June 4 said digital marketing was, in fact, vital to the execution of their live events.

The online survey, conducted between April and May 2009 by the Center for Exhibition Industry Research (CEIR) and George P. Johnson (GPJ), yielded responses from 287 senior-level show management and marketing executives.

“The findings underscore the complimentary nature of the exhibition and digital marketing channels, which are both rooted in communities of interest, dialogue, relationships and highly personalized experiences,” said Doug Ducate, president and CEO of CEIR.

The findings, which were discussed in depth during a webinar in early June, included:

  • 17% of respondents considered digital media to be their lead marketing tactic.
  • E-mail is the marketing tactic most used by 95% of exhibition organizers.
  • 10% of show production budgets are dedicated to digital marketing sponsorship tactics.
  • Virtual media is used by 31% of show managers and 40% of corporate brand managers, primarily as a means of reaching geographically widespread customers.

Ducate said digital and live events complimented one another by addressing “the inherent weakness of the other.”

“Digital expands the reach of the live experience while events facilitate the face-to-face contact critical to forging real relationships,” he said.

Reach Doug Ducate at (469) 574-0686 or dducate@ceir.org