ECEF PULSE 2011

Introduction
P.O. Box 44047
Baltimore, Maryland 21236
(410) 256-2206
ECEF PULSE 2011
May 2011
Jacobs Jenner & Kent Market Research (JJ&K) conducted an Internet study among association
and independent event producers registered to attend the Exhibition and Convention Executives
Forum (ECEF) on Wednesday June 1, 2011, and previous attendees of ECEF. Two hundred and
six (206) responded to the survey. The questionnaire, developed by JJ&K and ECEF, was posted
on JJ&K’s Internet research Website and qualified individuals were e-mailed an invitation to
participate. The resulting data set includes:
. Draft 3: 5/21/11
Independent Event
Producers
Association Event
Producers
38%
62%
Jacobs Jenner & Kent is a full-service marketing research and consulting firm with
offices in Baltimore and Atlanta, offering both national and international capabilities.
Serving the exhibition industry since 1980, JJ&K believes that in-depth market research
and analysis are the keys to understanding your audience and assuring the success of any
marketing effort.

ECEF Pulse 2011 _________
Study Results
●Industry Profile
A snapshot of the event industry indicates overall growth in the number of exhibiting
companies, net square feet, attendees and sponsorship sales. The greatest growth over
last year is in the number of exhibiting companies. The greatest decline is in the number
of attendees.
60%
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
58%
-14%
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28%
Exhibiting
Companies
Exhibit 1
Size of Event Compared
To Past Year
48%
-21%
31%
39%
32%
-29%
54%
-18%
28%
Net Sq. Ft. Attendees Sponsorship
Sales
Growing
Same
Decreasing
2

ECEF Pulse 2011 _________
If you compare ECEF Pulse finding for three years in a row, the extent of the event
industry’s recovery becomes evident.
Exhibit 2
Changes In Size Of Event
Three Year Comparison
(All Respondents)
2009 2010 2011
Total Total Total
Number of
exhibiting
companies
Growing 23% 44% 58%
Staying the same 29% 29% 28%
Declining
Net square feet
sold
48% 27% 14%
Growing 21% 35% 48%
Staying the same 25% 40% 31%
Declining
Number of
attendees
54% 25% 21%
Growing 31% 49% 39%
Staying the same 23% 35% 32%
Declining
Sponsorship
sales
46% 16% 29%
Growing 28% 49% 54%
Staying the same 22% 33% 28%
Decline 50% 18% 18%
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3

ECEF Pulse 2011 _________
●Marketing and Promotion Spending
Thirty-six percent (36%) of organizers have increased their attendee marketing and
promotion “spend” in the past 12 months. While that increase was considerable, growth
in attendance during the same 12 months didn’t keep pace with growth in attendance
during the previous year (see Exhibit 2). You can conclude that (1) the spending increase
was intended to prevent deeper declines in attendance and (2) the spending increase was
not sufficient (58% of organizers increased spending by 10% or less).
Exhibit 3a
Attendee Marketing And Promotion Spending
Three Year Comparison
(All Respondents)
2009 2010 2011
Total Total Total
Spending
changes since
last event
Increased - 9% 36%
Stayed the same 31% 36% 43%
Declined
Amount of
decrease
69% 55% 21%
5% or less 26% 34% 32%
6%-10% 30% 35% 50%
11%- 15% 7% 11% -
More than 15% 6% 20% 18%
No answer
Amount of
increase
- - -
Less than 5% - 82% 19%
6 – 10% - 18% 39%
11%- 15% - - 11%
More than 15% - - 31%
No answer - - -
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ECEF Pulse 2011 _________
Thirty-one percent (31%) of organizers report increasing their spending for exhibit space
and sponsorship sales in the past year. This in part may be responsible for the growth in
the number of exhibiting companies, net square feet sold and sponsorship sales (see
Exhibit 2).
Exhibit 3b
Spending For Exhibit and Sponsorship Sales
Three Year Comparison Reported
(All Respondents)
2009 2010 2011
Total Total Total
Spending
changes since
last event
Increased - 11% 31%
Stayed the same 63% 42% 59%
Declined
Amount of
decrease
37% 47% 10%
5% or less 20% 34% 70%
5%-10% 9% 48% -
11%- 15% - 5% 30%
More than 15% 8% 13% -
No answer
Amount of
increase
- - -
Less than 5% - 73% 34%
5% – 10% - 24% 33%
11%- 15% - 3% 23%
More than 15% - - 10%
No answer - - -
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5

ECEF Pulse 2011 _________
●Profitability
Fifty-four percent (54%) of organizers report a profit increase for their largest event this
year. (This figure was only 7% in the 2010 ECEF Pulse.) Twenty-five percent (25%)
report a profit decline. Optimistic about the future, 79% of organizers project a profit
increase next year. (This figure was only 9% in the 2010 ECEF Pulse.) Only 7% of
organizers project another year of profit decline.
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Exhibit 4
Profitability of Your Largest Event
Current Year and Projected Year
(All Respondents)
Current
Year
Projected For
NEXT Year
Total Total
Profitability
Increase 54% 79%
Stay the same 21% 14%
Decline
Amount of
decrease
25% 7%
5% or less 28% 44%
5%-10% 44% 39%
11%- 15% 28% 13%
More than 15% - 4%
No answer
Amount of
increase
- -
Less than 5% 47% 100%
5% – 10% 33% -
11%- 15% 7% -
More than 15% 13% -
No answer - -
6

ECEF Pulse 2011 _________
●Perceived Threats to Event
Exhibitors’ diversion of their marketing budgets to social media poses the greatest threat
to events this year. This is followed by exhibitors canceling sponsorships. Of note, in
2009 the greatest threat was perceived to be global recession. In 2011, that is no longer
the case (although concern about recession did rise slightly over 2010).
Exhibit 5
Perceived Threats or Challenges To Your Event
(Means Calculations: 5 high - All Respondents)
2009 2010 2011
Marketing budgets being diverting to
social media
- - 4.07
Exhibitors canceling sponsorships 3.08 3.19 3.52
Exhibitors having their own private
events
2.79 3.25 3.48
Exhibitors downsizing sponsorships 3.53 2.86 3.24
International attendees/exhibitors
unable to get into the U.S.
2.47 3.67 3.18
Competing events 2.80 3.14 3.07
Exhibitors cancel booths in event 3.46 3.11 3.00
Attendees spending less time at event 2.87 3.35 2.83
Most important attendees not attending 2.89 3.11 2.82
Perceived reduced value of exhibitions
and conventions by attendees
3.15 2.86 2.79
Exhibitors downsizing exhibit space 3.92 2.56 2.72
Global economic recession 4.06 2.36 2.66
Mergers & acquisitions reducing
attendee and exhibitor base
2.98 3.47 2.48
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ECEF Pulse 2011 _________
●Staffing
To accelerate their capabilities, many organizers (59%) continue to augment their staff
with highly qualified experts.
Exhibit 6
Adding Expert Staff
2010 2011
Senior level sales people 30% 41%
Individuals with recognized industry
experience and knowledge
28% 28%
Senior level marketing people 16% 28%
Conference session development experts 11% 24%
Social media experts 21% 14%
Senior level communications people 8% 14%
None 43% 41%
●Diversifying Exhibitor Revenue Stream
Eighty-six percent (86%) of organizers are open to new and different pricing models for
exhibitors.
Exhibit 7
Exploring Ways to Diversify
Your Exhibitor Revenue Stream
(To include changing the traditional per net-square-foot charge)
Yes 86%
No 14%
Strategies
41% Multi-year contracts
36% Priority location placement (near attractions, the “boulevard”, etc.)
32% Charge based on different sections of the exhibit floor
5% Charge based on performance
46% Other
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8

ECEF Pulse 2011 _________
Organizers are actively working with exhibitors to ensure their continued participation.
Interacting on the exhibitors’ behalf with hotels and service contractors and conducting
ROI-improvement seminars are among the top ways they are working with exhibitors.
Exhibit 8
Working With Exhibitors
Strategies to Reduce Exhibitor Costs
2010 2011
Interacting with hotels 67% 58%
Interacting with the GSC such as subsidizing
drayage
45% 45%
Interacting with building exclusives (electrical,
catering, etc.)
37% 42%
Offering multi-year contracts at a reduced cost to
your exhibitors
16% 31%
Other - 23%
Strategies to Help Exhibitors Improve Their ROI
Exhibitor Training Seminars – online and face to
face
68% 59%
Providing tools to help exhibitors measure ROI 54% 41%
Exhibit marketing training/consulting offered to
individual exhibitors at no charge
54% 38%
Provide customized research for key exhibitors 37% 38%
Audit exhibitor invoices to offer savings ideas 18% 24%
Nothing 12% 7%
Other - 10%
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9

ECEF Pulse 2011 _________
●Co-location
The likelihood of events continuing to co-locate is significantly less than it was a year
ago. Only 13% of organizers plan to continue their co-location efforts during the next
three years; and only 15% are very likely to initiate new co-location efforts during that
period.
.
Exhibit 9
Intent To Co-Locate
Three Year Comparison
(All Respondents)
2009 2010 2011
Total Total Total
Likelihood to
continue current
co-locating over
the next 3 years
Very 45% 52% 13%
Somewhat 18% 14% 13%
Undecided 3% 11% 13%
Not very 3% 7% 4%
Not at all 31% 16% 57%
Likelihood to
institute (new) colocating
in next 3
years
Very 14% 34% 15%
Somewhat 24% 18% 19%
Undecided 20% 14% 15%
Not very 14% 13% 22%
Not at all 28% 21% 29%
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ECEF Pulse 2011 _________
●International Expansion and Promotion
Forty-one percent of organizers are currently holding events outside the United States.
The locations hosting most of these events are Germany, Dubai and China. Exhibition
and convention centers are the venues most often used.
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Exhibit 10
Currently Hold Events Outside the US
(All Respondents)
Yes 41%
No 59%
Europe
Germany 55%
UK 46%
France 46%
Netherlands 9%
Other 18%
Middle East
Dubai 36%
Abu Dhabi 9%
Saudi Arabia -
Other 36%
Asia
China 82%
Japan 36%
Singapore 36%
Korea 27%
Other 46%
Venue Used For Overseas Events
Exhibition and
100%
convention centers
Hotels with exhibition 33%
and meeting space
Conference centers -
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ECEF Pulse 2011 _________
Thirty-eight percent of organizers are planning to take their events global. The UK,
Dubai, China and South America are considered the most likely destinations.
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Exhibit 11
Planning To Take Your Event
Outside The U.S.
(All Respondents)
Yes 38%
No 62%
Europe
UK 18%
Germany 9%
France -
Netherlands -
Other 18%
Middle East
Dubai 18%
Abu Dhabi 9%
Saudi Arabia -
Other 18%
Asia
China 46%
Singapore 18%
Korea -
Japan -
Other 18%
South America 55%
India 36%
Russia 27%
Africa 9%
Australia / New
Zealand
9%
12

ECEF Pulse 2011 _________
Organizers continue to seek ways to attract offshore audiences to their US events.
Thirty-one percent (31%) are exhibiting in overseas events to do so. Most are
spending the same amount of money on these efforts they did last year.
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Exhibit 12
Currently Exhibit at Overseas Events
to Market Your U.S. Event
Yes 31%
No 69%
Annual Spend on Marketing to Overseas Attendees
(2010 compared to 2011)
25% more -
10% more 27%
Same as last 2010 65%
10% less 4%
25% less 4%
Europe leads the way as the most productive source for both attendees and
exhibitors.
Exhibit 13
Regions Providing the Greatest Amount of
Overseas Participation at Your Events
(Combined 1 st , 2 nd and 3 rd Mentions)
Attendees Exhibitors
Europe 88% 94%
India - 11%
South America 72% 22%
Russia - -
China 64% 78%
Africa - -
Asia 44% 66%
Australia / New Zealand 11% -
Middle East - -
13

ECEF Pulse 2011 _________
●Technology
Organizers’ efforts to track ROI from social media (e.g., Facebook, Twitter,
LinkedIn, Flickr and YouTube) vary. The majority (41%) are tracking social media
only somewhat frequently. Twenty-six percent are tracking it frequently or always.
Not able to
track at all
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Exhibit 14
Your Organizations’ Effectiveness in Tracking
Track
infrequently
ROI of Social Media Efforts
Track
somewhat
frequently
Track very
frequently
Always
track
11% 22% 41% 15% 11%
Matchmaking/scheduling programs are being used by 36% of organizers. Twenty-seven
percent (27%) of those organizers find the programs very effective for exhibitors; and
36% find them very effective for attendees.
Exhibit 15
Use of Match-Making/Scheduling Program to Connect
Attendees and Exhibitor at Your Event
36% - Yes 64% - No
Effectiveness of These Programs For Exhibitors
Not at all Not very Undecided Somewhat Very
effective effective
effective effective
- 27% 28% 18% 27%
Effectiveness of These Programs For Attendees
Not at all Not very Undecided Somewhat Very
effective effective
effective effective
- 9% 37% 18% 36%
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ECEF Pulse 2011 _________
Twenty-one percent (21%) of organizers are currently providing a virtual event in
conjunction with their physical event and 17% are considering them. Their objectives in
providing virtual events vary widely.
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Exhibit 16
Use of Virtual Event in Conjunction
With Physical Event
Yes 21%
No 79%
Plan to Use a Virtual Event in Conjunction
With Physical Event
Yes 17%
No 83%
Objectives in Adding / Considering Adding a
Virtual Extension to Your Physical Event
(Mean Scale 5 Important – 1 Not Important)
Increase booth sales at
3.23
future physical events
New revenue from
virtual booths and
sponsorships
Strengthen your event’s
brand
Offer your event’s
content to prospects that
can’t attend your
physical event
Increase the number of
attendees at future
physical events
3.15
3.08
3.08
2.65
15

ECEF Pulse 2011 _________
●Study Firmographics
Jacobs Jenner Kent
ECEF Pulse 2011
Net Square Feet of Largest Event
Under 50,000 50,000 + but 100,000 + but 250,000 + but 400,000 and
under 100,000 under 250,000 under 400,000 over
14% 11% 21% 18% 36%
Total Attendance of Largest Event (Attendees & Exhibitors)
Under 5,000 5,000 + but 10,000 + but 20,000 + but 40,000 and over
under 10,000 under 20,000 under 40,000
24% 14% 17% 24% 21%
Study Highlights
1. The event industry continues to show growth, specifically in the areas of
exhibiting companies, exhibit space sold and sponsorship sales.
2. Thirty-six percent (36%) of organizers increased their attendee marketing and
promotion budgets in the past year.
3. Thirty-one percent (31%) of organizers increased their spending for exhibit space
and sponsorship sales in the past year.
4. Fifty-four percent (54%) of organizers saw increased profitability for their largest
event during the current year. Only 7% report a decline in profitability.
5. Optimistic about the future, 79% of organizers project an increase in profitability
next year.
6. Exhibitors’ diversion of marketing budgets to social media represents the greatest
threat to events in 2011.
7. Many organizers continue to augment their staff with highly qualified experts to
accelerate their capabilities. Senior-level sales people are at the top of the list.
8. Eighty-six percent (86%) of organizers are open to or currently exploring ways to
diversify their exhibitor revenue stream.
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ECEF Pulse 2011 _________
9. Organizers have made interacting with their current and prospective exhibitors a
primary objective. They are assisting exhibitors by working with hotels and
service contractors on their behalf.
10. The likelihood of events continuing to co-locate is considerably less than it was
12 months ago. Only 13% of organizers plan to continue relationships with colocation
partners and only 5% plan to explore new partnerships.
11. Forty-one percent (41%) of organizers currently produce events outside the US;
38% plan to do so.
12. Thirty-one percent (31%) of organizers are currently exhibiting in overseas
events to attract offshore audiences to their US events.
13. Organizers are making effective use of technology to:
Jacobs Jenner Kent
• Track the ROI of their social media efforts (26% at least frequently)
• Provide matchmaking/scheduling programs for exhibitors and attendees
(36%)
• Conduct virtual events in conjunction with their physical events (21%)
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