the April 2009 Issue in PDF Format - Trade Show Executive

Trade Show Executive’s Exposition Forecasting Board
Dan Greene,
COO of
Matrex Exhibits
“Having lost the First Quarter due to budgets in
flux, businesses that have experienced meeting success
in the past have lost revenue-generating opportunities
due to fear of uncertainty. This uncertainty, and
absence of solid budgeting, has carried over to the
Second Quarter, resulting in lower spending thresholds.
“A percentage of exhibiting companies who are
experiencing growth, have focused their trade show
resources both financial and human, on the right
event, with the right attendees, and a select group
of the right products. This simplistic formula,
exploiting over-performing product channels, is
allowing exhibitors to increase their reach, scale, and
subsequently their trade show budget, based on an
improved, measurable outcome.
“These successful companies are lowering the cost
of engagement by serving a purpose on the trade
show floor. With smaller sales teams being dispatched
to trade shows, exhibitors must increase the relevance
of their products and services to their immediate
audience. Brand awareness is no longer the primary
objective. Exhibiting companies need attendees to
buy, not browse, otherwise their objectives have not
been met.”
Dan Greene
dgreene@matrexhibits.com
“As the Second Quarter of 2009 nears
conclusion, traditional event performance
numbers predictably continue to fall. And with
approximately 60% of all scheduled events
behind us, year-end performance indicators
will not likely improve. But, as repeatedly
documented in credible research reports on
media performance, the face-to -face business
experience has sustained and even strengthened
its position as the most cost-effective and
productive marketing option. Corporate decisionmakers
rely upon trade show producers to
assemble the sector’s buying influencers, and the
products and solutions they want and need, under
one roof at one time. Though not institutionally
measured, the ‘Buying Influence’ metric is the
essential connective tissue that underscores the
event value proposition. Keep delivering that, and
events will continue to prosper and retain their
leadership role.”
Jack Chalden
jchalden@bdmetrics.com
Jack Chalden,
VP, Business Development
& Industry Relations,
BDMetrics, Inc.
Skip Cox,
President & CEO,
Exhibit Surveys
“There are some silver linings to this recession.
We hear a lot in the press about attendance being
down but quality remaining strong, and that is
borne out by our audience quality benchmarks.
In 2008 (a full recession year), Total Buying Plans
were 51%, down only slightly from 55% the year
before.
“There are opportunities for exhibitors willing
to take advantage of them. More interesting is
that we saw the overall value of attending hit its
highest level ever in 2008: 70% rated their overall
value of attending ‘extremely valuable’ or ‘very
valuable,’ up from 67% in 2007 and 63% in 2006.
Is the current environment at exhibitions actually
more conducive to getting value from attending or
is it just that the attendees who need to be there
are attending? It’s probably both, and either way it
is positive for shows. The high value rating is also
a good indication that attendees will return when
the economy improves.”
Skip Cox
Skip@exhibitsurveys.com
Clark Williams,
President,
CompuSystems
Tim McGill,
CEO,
Hargrove Inc.
“We continue to see
various markets struggle
– up to 20%. Medical
remains strong and showing
its relatively traditional
signs of recession-proof
attendance. Specialty
markets such as security,
renewable resources and
energy are gaining strength.
It’s all about providing value
to attendees and exhibitors
in this economy. We’re
seeing more bundling of
services for exhibitors and
reverse lead solutions for
attendees to help them
find the solutions they are
looking for.”
Terence Donnelly
terence.donnelly@
experient-inc.com
Terence Donnelly,
VP, Trade Show Markets,
Experient
www.TradeShowExecutive.com Trade Show Executive April 2009 21