There is some optimism and advice in a new whitepaper from Exhibit Surveys called Looking past the recession: Exhibition strategies for the interim (written by Skip Cox).
Optimism:
- Sustained audience quality levels
- Enhanced perceived value of exhibitions as a marketing tool
- Hints that a turnaround may start late this year
Of course, results vary by industry, with automotive, financial and construction events expected to take longer to recover.
The attendee data is actually excellent news, that were summed up as:
…while budgetary pressures within organizations will naturally reduce travel…the reductions so far would appear to affect mostly lower tier attendees. Key people in the purchasing and specifiying process who truly value and utilize trade shows are still being sent to them.
On the exhibitor side, the worry remains that we have not seen the worst yet, as budgets for 2008 were set before the downturn, and we’re only beginning to see the effects of budgets written during the downturn.
When will it improve?
CEIR historical data shows that as national GDP improves the exhibitions industry will improve and will regain its vitality, albeit with at least a six-month lag.
Advice:
“Truly make your exhibitors your business partners”
For example,
- Make exhibiting less painful
- Act as a partner in sharing information and working on solutions together
- Work hard at preserving attendance–and certainly audience quality
“Truly provide value to attendees”
- Content, Content, Content
I’ve only skimmed the surface. Do read the entire white paper, as it is packed with useful information.
