AMR Releases New Report on the U.S. Exhibitions Industry
AMR International, a global strategy consultancy specializing in events, has released a new white paper entitled, “The U.S. Exhibitions Industry: Developments and Opportunities for Organizers.”
The five-page report explores the industry’s performance, as well as the evolving needs of attendees and exhibitors.
Among the notable topics discussed in the white paper:
- The U.S. exhibitions market remains attractive, with forecast growth continuing at 3.5 percent CAGR through 2022*
- A 3-percent decline in attendee numbers across the sector in 2017* signals a timely warning to the market that events must serve the ever-evolving needs of attendees and deliver return on time (RoT)
- Embracing change is now the norm; organizers can no longer “copy and paste” last year’s event and bank a profit
*Source: AMR’s Globex 2018 report
Most importantly, the report details AMR’s Exhibitions 2.0 model, which presents an opportunity for all organizers to achieve sustainable growth. According to AMR, organizers who have implemented Exhibition 2.0 initiatives have seen a bottom-line improvement of 10-15 percentage points.
The white paper compares historic and current/emerging attributes of U.S. trade shows in general, and shows the progression toward Exhibitions 2.0 values. For example, while historic and current/emerging tactics may include a sole focus on SQM (systems of quality management) as well as some sponsorship/ticketing, Exhibitions 2.0 trade shows are focusing on multiple, value-based revenue sources.
Other examples include focusing on an attendee-led organization, rather than a sales-driven model; and continuous innovation, rather than adaptation to trends.
The report emphasizes that no organizer — even associations or non-profits — is too small to embrace at least some elements of Exhibitions 2.0 and deliver enhanced results for their meeting participants. While this model is still a work in progress in the U.S., according to AMR, organizations such as The Toy Association and Association of Equipment Manufacturers are beginning to take new approaches and seeing results.
Learn more and download the full white paper here.