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Since the awful events of 11 September 2001, rumours of an economic down turn have been rife. Against that back ground this article, originally published by the Centre of Exhibition Industry Research (CEIR in the USA, is particularly pertinent and topical.
It’s a common reaction to trim marketing, advertising and trade show budgets during a downturn in the economy, but how will potential customers learn about your products and services that fit their needs? They won't.That's why maintaining a presence in advertising and trade shows is critical to a company's growth and success.
Many companies utilise an economic downturn to their advantage. While their competition is cutting marketing expenses, many are utilising their sales teams and their advertising and trade show dollars to gain market share by increasing visibility and establishing their stability with current and potential clients.
The top reason for exhibitors to take part in a trade show is that it is the most efficient way to make multiple customer contacts in a short period of time. According to the Center for Exhibition Industry Research (CEIR), “nearly two-thirds (63%) of exhibition attendees, employed by manufacturers authorised or approved the purchase of products or services, In fact, 31% purchased products or services while at the show.”
A machine tool manufacturer was going to cut his trade show exhibiting budget, however, he found that staying the course brought him results. “With the changes in the economy in the manufacturing industry, I was going to cancel our involvement in shows, but I had a great show recently. Normally we have 40 or so enquiries.We had over 70, so I'm going to stay in the game.”
This reinforces the results of a study conducted by Getzler & Co, a New York-based corporate turnaround firm, which showed that m organisations experiencing a downturn in cash flow are better off reducing operating costs rather than cutting sales and marketing budgets. According to further research, 88% of decision makers agree that shows help them decide which products or services to purchase by bringing many vendors under one roof at the same time.
“Trade shows provide a look at state-of-the-art equipment under one roof,” said one trade show exhibitor and attendee, “A sales associate can't bring a multi-million dollar machine along on a sales call.”
Attendance numbers might be declining slightly, however, research conducted indicates that this creates an even more favourable marketing opportunity for remaining exhibitors. During economic downturns, show attendees are a more focused group of individuals. They are the key individuals, the ones who make the buying decisions. Companies will send only one or two people to a show instead of five or six. The individuals who are sent carry the responsibility for scouting out and comparing products and services that will enhance their company’s productivity,
For your convenience, Reed Exhibitions’ full Calendar of Events for 2002/3 appears on the last page of this issue of The Exhibitor. All exhibitions are focused on critical segments of our economy. Each is dedicated to creating a unique marketplace for that sector’s products and services, giving exhibitors unparalleled opportunities to fill their order books. These exhibitions will help to recession-proof your company.
Contact us today to learn more.
Issue no. 3 - January 2002 - The Exhibitor
 Since the awful events of 11 September 2001, rumours of an economic down turn have been rife. Against that back ground this article, originally published by the Centre of Exhibition Industry Research (CEIR in the USA, is particularly pertinent and topical.
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ESSEN, Germany, January 21, 2010: Since the FFP promotion at the 2009 IPM the name Fair Flowers Fair Plants is becoming familiar in more European countries. A growing number of traders and retailers in already more than 10 countries in Europe is developing new initiatives that lead to new achievements, some of which the FFP team would like to share with you.
