In these challenging economic times, businesses and individuals are increasingly being asked to evaluate and justify every purchasing decision they make. With this in mind, we look at the question of Why Exhibitions?

1. Exhibitions deliver during recessions: Exhibitions continue to attract high quality audiences and first time attendees during recessionary periods. CEIR Research Report RCSR 21.09 (2009)
   
   
2. Exhibitions deliver a demonstrable ROI: Event marketing is the discipline that drives the greatest ROI. EventView 2009: MPR Foundation, Event Marketing Institute and George P Johnson.
   
   
3. Exhibitions generate sales leads: Exhibitions are the second most effective means of generating sales leads after companies’ own websites. Outsell Inc. Annual Advertising and Marketing Study 2008
   
   
4. Exhibitions deliver new business: 77% of qualified visitors at exhibitions represent new customers. CEIR Research Report 2008.
   
   
5. Exhibitions accelerate the sales process: 66% of sales and marketing managers say that fewer sales calls are needed to close a sale with an exhibition lead because the buyer is able to meet with sales/technical staff at the exhibition, and view the product. CEIR Research Report PE 2.03 2004
   
   
6. Exhibitions provide all-important brand experiences: purchase intent - a customer’s stated interest in buying a product - is on average 34 points higher among attendees who actively interact with a brand at business-to business events compared with those unaware of the brand. Measurement of Engagement in B2B Trade Show Exhibits, 20008: Advertising Research Foundation (ARF)
   
   
7. Exhibitions build relationships. Event marketing is the discipline that best accelerates and deepens engagement with target audiences. EventView 2009: MPI Foundation, Event Marketing Institute and George P Johnson
   
   
8. Exhibitions attract buyers and decision makers: Over 80% of exhibition attendees have an influence on purchasing decisions at show and 55% have buying plans as a result of attending.  Exhibit Surveys 2007

The good news is that, despite falls in exhibitor and visitor numbers, exhibitions are holding up strongly against other media as customers continue to recognise the importance of conducting business face-to-face.

The latest EventView North America 2009 survey published in February by Meeting Professionals International (MPI) and George P Johnson (GPJ), reveals that among all marketing channels, meetings and events are the discipline that best drives ROI, and accelerates and deepens brand relationships.
 
Additional surveys by other leading research organisations, including the Center for Exhibition Industry Research (CEIR) and the Exhibitions Industry Alliance (EIA) provide a similarly rich source of powerful marketing ammunition.

Finally view Reed Exhibitions Presentation: The Most Effective Marketing Tool