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This report provides a profile of marketing practices among business-to-business exhibitors of all organizational sizes, from small to large.
Profile statistics include:
• Objectives for exhibiting and metrics used to evaluate success
• Marketing spend allocation across all marketing channels
• Number of exhibitions participated in from 2015 to 2017 and projections for 2018
• Typical booth sizes from 2015 to 2017 and projections for 2018
• Median spending estimate on a per exhibition basis
Exhibiting companies will spend an estimated $25 billion in 2017 on exhibiting! How is this money spent? This report tells you how.
It includes the percentage breakdown of spending by expense categories and identifies the direction of spending levels in 2017 versus 2016. It explains how spending varies by the size of an organization’s annual marketing budget and revenues, booth size, and industry sector. It also looks forward, reporting exhibit property plans for 2018.
Part Eight includes an overview of how exhibition organizers evaluate the outcome of attendee engagement activities, where organizers intend to enhance attendee engagement offerings on the show floor in the near-term as well as consideration of other models, floor layouts and other options under consideration.
This is the eighth and final report in an eight-report series on attendee floor engagement. Reports from this landmark research offer exhibitors and organizers a comprehensive resource to help understand the range of attendee engagement tactics used on the exhibition floor and, more importantly, which of these tactics enjoy high attendee usage – a signal of high engagement. Commentary from exhibitors and organizers is also provided illustrating how key trends are put into action.