DALLAS — While only 4% of B2B trade show attendees say they’ve decided to permanently stick with the digital channels they’ve come to love during the COVID pandemic, trade show organizers shouldn’t let their guard down. While the in-person channel remains strong, a Center for Exhibition Industry Research (CEIR) study found that 13% of respondents had no plans to attend an in-person trade show this year, and 38% said they may attend fewer B2B events now that they can engage online.
The question is, how can we broaden and deepen engagement opportunities with those who are turning to other channels, whether temporarily or permanently, and perhaps even entice them to return to physical trade shows in the future? That’s what the third of six reports in the CEIR Omnichannel Marketing Insight series explores. Here are some key findings.
The changing role of exhibitions
According to the report, only 6% of exhibitors say they do not intend to exhibit this year, which states: “The most important issue is where the role of the exhibition for those planning to exhibit will be reduced.”
The report also found that 24% of respondents said they will reduce their use of exhibitions to promote existing products and test new business sectors, while 23% said they will use exhibitions less to target specific business sectors.
Fifteen percent of respondents believe that the role that trade shows traditionally play in achieving sales goals is also declining. Specifically, trade shows will play a less important role in generating orders from potential customers, increasing sales leads in new business areas and supporting a company’s distributors.
Related. 87% of attendees have in-person exhibitions scheduled in their calendars for 2022
Omnichannel is booming
That’s where omnichannel opportunities come into play, the report reveals. Exhibitors are turning to digital B2B online marketing channels to achieve their marketing goals (60%), sales targets (56%) and stages of the buying process (50%).
The report found that 40% of respondents say they are turning to virtual events to meet their marketing goals, while only 24% say they will attend another in-person event for that reason. Similarly, 67% say virtual events are critical to meeting their sales goals right now, while only 45% say they plan to do so at another trade show or in-person event.
94% of Exhibitors Plan to Return to Live Events, CEIR Omnichannel Marketing Research Study Finds
Ultimately, even if the percentage of attendees and exhibitors reducing their participation in in-person trade shows is low, organizers still need to strengthen their omnichannel marketing.
“This study reveals that a minority of exhibitors and attendees are not turning to B2B shows to meet certain business needs,” said Cathy Breden, CMP, CAE, CEM, IAEE executive vice president and chief operating officer. “The report also provides organizers with insight into alternative channel opportunities to stay relevant and connected to those who prefer other options; these are ways to expand and retain market share among the communities they serve. The good news is that most exhibitors and attendees expect to return to in-person B2B shows.”
The third installment, like the first two reports, is free for CEIR members and available for $99 for non-members on the CEIR website. 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.
Contact Cathy Breden at (972) 687-9201 or cbredent@iaee.com