New Report From CEIR Examines B2B Exhibitors’ Decision-Making Processes
June 27, 2019
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."
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.
- 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 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.
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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