New Report From CEIR Examines B2B Exhibitors’ Decision-Making Processes

June 27, 2019
CEIR

The second in the Center for Exhibition Industry Research’s “Head of Marketing Insights” series, “Aligning Exhibit Sales for Success” takes a close look at the B2B exhibitor’s decision-making process, pinpointing the areas where marketing leaders see the most value in these exhibitions. 

The report, which is based on survey data from marketing executives at North American organizations that use exhibiting as channel in their marketing mix, examines how brand marketers build an exhibit program. It also offers suggestions on how show organizers can position sales efforts to align with these practices. 

"This short report evaluates who is apt to be involved in deciding to exhibit at an exhibition and how the decision-making process varies, contingent upon whether it is a new or repeat event," said Nancy Drapeau, CEIR’s vice president of research. "It includes powerful data [for example, the fact that 60 percent of respondents indicate there is no approval process for events done regularly] that makes the case of the value of using the face-to-face channel to achieve the most popular, important objectives for exhibiting."

Insights from "Aligning Exhibit Sales for Success"
Insights from "Aligning Exhibit Sales for Success"

The new report identifies:

  • Who is involved in the process of identifying and approving at which B2B exhibitions to exhibit
  • Which departments have budgeting responsibility for exhibiting 
  • Who handles the logistics and implementation of exhibit programs 
  • Statistics to use in selling the power of exhibitions, from the voice of heads of marketing at organizations that exhibit

"Understanding what heads of marketing think about the B2B exhibition channel is critical to the health and viability of the channel," said David Audrain, executive director of the Society of Independent Show Organizers (SISO), which sponsored the study. 

“Aligning Exhibit Sales for Success” is the second in the Head of Marketing Insights Series. Parts three through five are coming soon.

CEIR CEO Cathy Breden said that B2B exhibition organizers’ sales staff will benefit from the data. 

"It can serve as the basis to discuss an event’s sales processes and brainstorm ideas on how to refine exhibit sales efforts to convert more prospects to first-time exhibitors,” Breden said. “It also speaks to the critical importance of following a game plan that aims to maximize exhibitor retention."

To purchase a copy of “Aligning Exhibit Sales for Success,” go here.

Add new comment

Partner Voices
Here at Mandalay Bay, venues are inviting and innovative. As one of the most iconic names on the Las Vegas Strip, the Mandalay Bay Convention Center has recently undergone an exciting upgrade. This renowned venue now offers everything your business needs, with a refreshed convention space designed to inspire productivity and creativity, as well as an impressive selection of world-class restaurants and amenities. If you're searching for a venue that is both inviting and innovative, Mandalay Bay is the place to be. Mandalay Bay is committed to investing in a new wave of enhancements, not only in the convention space but also throughout the entire resort. With new restaurant openings and remodels, spectacular entertainment, and updated rooms, Mandalay Bay promises to deliver new and exciting experiences to its guests until 2024. To create a truly effective conference venue, Mandalay Bay has carefully considered what businesses require. The right technology, capacity, and inspiration are essential to take ideas to the next level. The refreshed Mandalay Bay Convention Center has been designed with your business in mind. Every room is equipped with newly-upgraded technology, enhancing our ability to support bandwidth demand and overall data capabilities. Additionally, the addition of 10 new digital walls provides bigger and more dynamic ways to display customized content messages. Mandalay Bay offers world-class conference space and service. The venue options range from ballrooms to ample pre-function spaces, catering to teams of any size while accommodating multiple large groups simultaneously. Our certified planners work collaboratively with you to understand your specific event requirements, anticipating your business needs and offering the best-fit solutions. In addition to providing exceptional conference facilities, Mandalay Bay is also dedicated to sustainability. We strive to give our guests an unforgettable experience while minimizing our impact on the environment. As part of our sustainable energy efforts, you'll find refillable water stations throughout the property, eliminating the need for single-use plastic bottles and reducing unnecessary plastic usage. Mandalay Bay is proud to offer an upgraded and enhanced experience for businesses seeking a venue that combines innovation, convenience, and sustainability. Whether you're hosting a conference, meeting, or other business event, Mandalay Bay's refreshed convention space, world-class service, and commitment to sustainability make it the ideal choice. Come and discover the new wave of experiences awaiting you at Mandalay Bay on the Las Vegas Strip. Wherever your organization is going, getting there starts with being here.