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NEWS
RELEASES, ANNOUNCEMENTS, INDUSTRY NEWS |
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INDUSTRY
NEWS |
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Direct Marketing, Event Marketing Provide Bang for the Buck
SPECIAL EVENTS
Across
all marketing disciplines, event marketing ranks second only to direct
marketing in perceived return on investment (ROI), according to a
survey of more than 700 marketing executives across the United States,
Europe, and the Asia Pacific. The findings are part of the second
annual Global Event Trends study, made possible by The George P. Johnson
Co. and The MPI Foundation.
In terms of perceived ROI, direct marketing topped the list, with
27% of respondents citing it for providing ROI. Event marketing
(23%) came ahead of advertising (21%) and sales promotions (20%)
on average across all surveyed geographies.
Trade
shows are seen as the preferred event marketing tactic, providing
the best ROI for marketers, ranking just above conferences and seminars.
The largest percentage of event budgets is allocated to trade shows
and sponsorships, ranking ahead of conferences and seminars. Marketing
respondents are optimistic regarding event marketing budgets overall,
with 35% anticipating increases from the previous year's budget.
Source: Primedia Business Magazines & Media Inc.
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NEWS |
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Trade Show Trends From Various Sectors
Medical Shows Are Stable
LOS
ANGELES--Medical and health care tradeshows that took place in the
second half of 2003 had a steady heartbeat, thanks in part to an
8.5-percent bump in professional attendance over the same period
in 2002.
According
to the Tradeshow Week Semiannual Medical & Health Care Show
Report, this sector saw improvements across the board, with increases
of 1.7 percent in net square footage and 1.5 percent in the number
of exhibiting companies. The West Coast was the most popular location
during this period, with San Diego leading the region.
Many
medical and health care show managers credited their success to
the appeal of their selected cities, sizeable contingents of international
attendees and the need for medical professionals and facilities
to stay on the cutting edge.
...more
on this important report - click here
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INDUSTRY
NEWS |
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Trade Show Mergers and Acquisitions Down,
Value Up
The
number of merger-and-acquisition deals in the trade show and conference
industry fell from 18 in the first half of 2002 to 11 in the first
half of 2003. The total value of these transactions, however,
hovered around $89 million both years, according to the Jordan
Edmiston Group’s (JEGI) transaction database.
Overall,
the publishing, information and exhibition sector experienced
a 31.5 percent decline in the number of merger-and-acquisition
transactions, but the total value of the transactions increased
45 percent over the first half of 2002.
According
to Roger Krakoff, JEGI Capital Partner, the venture capital market
today looks much like the market prior to the dotcom boom. He
observes a return to traditional principles of venture capital
investing. Entrepreneurs will have to prove the value of their
ideas early in the funding process, and venture capitalists will
take more time to review deals. This more conservative approach,
Krakoff asserts, will nurture future innovations that will continue
to create more opportunities in the communications industry.
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INDUSTRY
NEWS |
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01-21-04
Event marketers turn the tables and begin using trade shows as venues
for reaching consumers. In an always cluttered industry, these venues
serve up interesting access to consumers when no other b-to-c brand
is trying to spark... [more]
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INDUSTRY
NEWS |
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Tools
for Measuring Trade Show Results
courtesy
of the Center for Exhibition Industry Research
Exhibit programs are under increased pressure to measure results.
Management -- especially chief financial officers -- use a strict
definition of ROI: the amount of revenue generated for the investment
made. However, sales are not always the immediate objective and
generally other marketing factors influence and contribute to the
sale. Our research confirms that most sales of any significant amount
generated from exhibition leads are the result of a truly integrated
marketing effort.
True
ROI from exhibits, then, must be measured against marketing objectives
that are intended to move visitors along the purchasing path. These
objectives must be specific and measurable. An objective such
as "To increase awareness of our company and enhance our image
at XYZ Expo," is neither specific nor measurable. On the other
hand, "To make 30% of our target audience aware of our new
line of instrumentation" is both specific and measurable.
Measurable objectives become the focus for directing the planning
and preparation of the exhibit, as well as defining the criteria
for measuring success. Exhibitors usually have multiple objectives
for exhibiting. Those that align most closely with overall corporate
marketing objectives can be broken into two broad categories: communications
objectives and sales-related objectives.
In
summary, multiple objectives require multiple measurement tools
for assessing results. Exhibit objectives need to be relevant to
overall corporate marketing objectives, in order to demonstrate
the value and importance of exhibitions in the marketing mix. (This
article is an excerpt from a report by Skip Cox for CEIR.)
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NEWS |
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ANNOUNCEMENTS |
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Speaker Opportunities at IEC.
If
you feel that your technical skills or industry experience would
be valuable at a market leading event, we would like to hear from
you. You can suggest a conference or presentation topic, volunteer
your services or simply make yourself known to our producers,
planners and researchers. Your message will be forwarded to the
relevant industry specific IEC teams and our strategic partners
at their regional offices. more...
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