DALLAS — If you want to know what’s motivating exhibitors to return to the in-person show in 2022, a new report from the Center for Exhibition Industry Research (CEIR) may provide some answers. The latest report, Report 1: Marketing Channel Mix During the Pandemic and Future Outlook for Brand Marketers Exhibiting at B2B Trade Shows, from CEIR’s latest research series, Omnichannel Marketing Insights, offers insight into the omnichannel marketing practices B2B companies are using during the pandemic and why those that relied on B2B exhibitions before COVID are eager to return to the trade show floor.
“The Omnichannel Marketing Insights study reveals that the B2B exhibition channel is highly valued by exhibitors to achieve their most important marketing objectives,” said Cathy Breden, CEO of CEIR, CMP, CAE, CEM. “The study also reveals interesting insights into the digital channels they are using in their corporate marketing strategy and their interest in integrating digital tactics throughout the event lifecycle. The discussion about what corporate marketers are planning with digital is an important role for exhibitions and an opportunity for organizers.”
When all but the most essential businesses closed their doors at the start of the COVID-19 pandemic, 94% of them turned to digital channels, as did 87% of those who attended trade shows before the pandemic. Exhibitors say the heavy reliance on digital marketing has worked, but not very well. In fact, less than 17% of exhibitors rated digital marketing as very effective over the past two years. Interestingly, only 8% said they relied on customer calls (44% of attendees said they did), and 20% of exhibitors said they relied on direct mail, which was popular with 33% of attendees.
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This heavy reliance on the digital marketing channel may have something to do with exhibitors’ eagerness to return to the show floor, which 94% of respondents said they plan to do in the coming year, with an average booth size of 200 net square feet.
As for why they are eager to return to trade show work, 40% said B2B exhibits are the best way to help them achieve their marketing goals, while 31% said it is their number one option to help them achieve their sales goals.
“Exhibitors intend to return to exhibit,” said Nancy Drapeau, vice president of CEIR research, IPC. “The high value of using this channel to achieve their priority marketing and business objectives is the catalyst that drives them back to events.”
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The 26-page report goes into much greater detail, providing insights into the marketing channels exhibitors are using versus those attendees have relied on during the pandemic, as well as exhibitors’ current priority marketing and sales goals and budget outlook for the remainder of 2021 through 2022. It also provides insight into how exhibitors perceive the B2B exhibition marketing channel in terms of Net Promoter Scores (NPS), the unique value of exhibiting versus other marketing channels, and the importance of face-to-face interactions at exhibitions during different stages of the buying process.
The report also examines B2B exhibition activity levels, from exhibit volume and typical booth sizes from 2019 to 2022 to near-term booth staffing plans compared to pre-pandemic levels. CEIR also asked the 94% who plan to return to F2F shows in 2022 how exhibiting in person helps them achieve their marketing goals, how they plan to manage COVID resurgences, and their level of interest in integrating digital options into their event lifecycle over the next two years.
This is the first of three reports released by CEIR, based on surveys of attendees and exhibitors. The full Omnichannel Marketing Insights series will include six reports in total, including: Mixing business information channels during the pandemic and the future outlook for business professionals attending B2B trade shows; Exploring opportunities to broaden and deepen engagement among those turning to other channels; Who to target for attendee acquisition; Who to target for exhibit sales; And Generational differences in participants’ channel preferences.
The report is free to CEIR members and available for $99 to non-members. To learn more and purchase the first report in this series, visit the CEIR website.
Contact Cathy Breden at (972) 687-9201 or [email protected]; Nancy Drapeau at (972) 687-9242 or [email protected]