DALLAS — The first of six reports in the Center for Exhibition Industry Research’s (CEIR) Omnichannel Marketing Insight series chronicles how brand marketers have had to adjust their tactics amid the COVID pandemic. One statistic says it all: Despite being forced to rely on digital channels—from virtual exhibits to email to digital advertising—to build their brands and reach their customers, 94% of survey respondents plan to return to in-person exhibits in 2022.
Exhibitors’ top marketing objectives were to build and strengthen brand awareness, promote and launch new products, and target specific industries. Top business priorities included new lead generation, relationship management, and order generation. Digital channels were seen as most effective for building brand awareness and targeting specific industries and functions, and least effective for objectives where face-to-face engagement is a key component—product demonstrations and prospect interaction with products, as well as testing entry into a new industry.
Overall, only 17% of respondents rated digital channels as highly effective in achieving their most important sales and marketing goals, compared to 40% rating live exhibitions highest in achieving those marketing goals, and 31% rating exhibitions highest in achieving their most important sales goals.
One effect of this shift to digital is that exhibitors now plan to use some of these tactics permanently as part of their marketing mix. Nearly a third (29%) of exhibitors said they would continue to look for hybrid opportunities as the industry emerges from the pandemic, with the most popular channel being social media communities.
Lessons from a year of online events
“Digital and other channels have helped exhibiting companies and attendees meet their needs during the pandemic, although the study results highlight their limitations,” said CEIR CEO Cathy Breden, CMP, CAE, CEM. “For exhibiting companies, face-to-face marketing is a critical part of their marketing mix.”
The full omnichannel marketing insights series is based on a survey of 1,799 attendees and 316 exhibitors and will include five additional reports released over the coming months. The first report is free to CEIR members and available for $99 to non-members on the CEIR website.
Contact Cathy Breden at (972) 687-9201 or cbreden@iaee.com