New CEIR Report Provides Insights from Marketing Leaders on B2B Exhibitions
May 20, 2019
Is face-to-face marketing still relevant, and are there plans to use it moving forward? What is the image of the business-to-business exhibition channel today? A new report from the Center for Exhibition Industry Research aims to answer those questions — and more — from the perspective of marketing leaders.
The first in the new “Head of Marketing Insights” series, “Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs” examines the perception of B2B exhibitions as a marketing channel.
The report draws from survey data collected from 382 heads of marketing at North American organizations. Half of the organizations invited to participate have historically included B2B exhibitions in their marketing channel mix and the other half have not. CEMA, EXHIBITOR Magazine and HCEA also invited qualified customers to participate in the study.
“Study findings indicate the B2B exhibition channel enjoys a strong image among heads of marketing, whether they are actively using the channel today or not,” said Nancy Drapeau, CEIR vice president of research. “Sixty-four percent or more of heads of marketing agree the channel is effective for achieving multiple high priority marketing and sales objectives.”
CEIR’s goal is to promote the power of B2B exhibitions within an organization’s marketing portfolio, so the report includes positive statistics as well as recommendations on ways to enhance the value and relevance of these events.
“Keeping a pulse on the high priority marketing and sales objectives of prospective exhibitors, and delivering content that helps them hit these goals is an event organizer’s key ingredient for success,” said CEIR CEO Cathy Breden.
This report is the first in a five-report series that will publish over the next several months:
- Part One: Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs
- Part Two: Aligning Exhibit Sales for Success
- Part Three: Overcoming Non-Exhibitor Objections
- Part Four: How B2B Exhibitions are Judged, Where It is Essential to Deliver Results
- Part Five: Future Plans for Use of the B2B Exhibition Channel
CEIR’s Head of Marketing Insights Series is made possible through funding from the Society of Independent Show Organizers (SISO). The report is available to IAEE members and CEIR subscribers at no cost.
To learn more about the series and obtain a copy of the first report, go here.
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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