As companies in Massachusetts attempt to increase their bottom line and tighten their belts, they need to consider the ROI of their marketing techniques. What has the longest reach, what has the best ROI, what causes the most conversions to sales? All of these questions are valuable and need to be considered.
While your are considering these questions, consider the study recently released by The Exhibit & Event Marketers Association and the Chief Marketing Officer Council on the value of trade shows and event marketing.
Among the key findings was the continuing importance of trade shows and events for marketers across organizations, despite growing reliance on social media and digital channels. About 90% of respondents reported that trade shows held at least some level of importance for their business, and almost half considered trade shows and events essential.
“Events and trade shows and their ability to host intimate, face-to-face dialogues with customers, prospects, influencers and even competitors remains critical to many marketers across a multitude of industries,” says Liz Miller, VP of marketing programs for the Chief Marketing Officer Council.
Most marketers think of trade shows as ways to increase revenue, with the majority using them to find new prospects and to gather or cultivate leads.
The process of event marketing, however, is undergoing an evolution to make them more personalized. Many companies said they were starting to move from the large trade shows, toward smaller, targeted gatherings. Other companies are choosing to host their own events to build their brand.
The survey gives marketers and event planners insights on how to make the most of these business trade shows. Organizations also understand that they need to make themselves stand out on the trade show floor through well thought out and captivating trade show exhibits and that they need to give social media a bigger presence at these events — all intended to help exhibitors and marketers attract interest and better relay their message.
For more information on making an impact at trade shows, contact The Exhibit Source in Newton.
Excerpts - businessadministrationinformation.com
