Trade Show Displays > Trade Show Tips > Tradeshow Week’s 2005 Trends Research

Tradeshow Week's 2005 Trends Research

Key Trends Among Exhibitors:

  • Collectively, exhibitors expect total event marketing spending to increase by 3% in 2005.
  • Average event marketing budgets as a percentage of total company marketing expenditures: 29%
  • Exhibit management has moved from a logistical, tactical role to a strategic marketing position.
  • Exhibit floor continues to change from product- to people-centric medium.
  • Attendees increasingly visit exhibitions to assess "the people behind the brand" -- attendees are well informed about exhibitors before shows by Internet and other marketing


    • Primary Exhibit Marketing Goals:

    1. (tie) Gathering Leads

    1. (tie) Brand and Awareness

    2. PR and Media Impact

    3. Providing Audience Education and Interaction


    How do Exhibitors Select Events?

    1. (tie) Lead gathering opportunity

    1. (tie) Tradition, we go to same shows annually

    2. Perceived ROI or ROO potential

    3. Attendee demographics

    4. If competitors are participating

    5. Attendance numbers and projections


    Exhibitor Challenges: Booth Design and Drayage

    • Challenge: keep the booth "fresh and cutting edge while sticking to the show budget"
    • Design and drayage costs are seen as easier to control
    • 73% of exhibitors "very closely" and "somewhat closely" track the weight of their exhibits and materials
    • More common: lighter metals, fabric, lighting and sound
    • Modular and portable exhibit houses are generally in a stronger position than pure custom houses


    - Source: Michael Hughes, Associate Publisher & Director of Research Services
    << Back