Weekly News & Insights: It’s All About Results

Photo: stock.xchng / rore_d

Photo: stock.xchng / rore_d

No question that the bottom line of exhibiting is all about getting results. You want to show results for your time, effort and expenses. The problem is that too few exhibitors are doing anything to measure and report those results. This week, the Exhibitors & Events Marketers Association (E2MA) released the results of a study conducted in partnership with the Chief Marketing Officer (CMO) Council which indicates that trade shows and events are still important in the marketing mix. However, the report also shows that 45 percent face a challenge making the case for events, primarily because of a lack of ability to determine how events are directly impacting sales and revenue. To help correct that, the E2MA and CMO Council will host a symposium at the Hyatt McCormick in Chicago on July 29 to begin developing generally accepted practices for measuring results from face-to-face marketing efforts. To learn more about the symposium or the complete report, visit the E2MA site.

Another way to measure results on a grander scale — for the entire exhibit industry — is with the CEIR Index, which measures year-over-year changes in four areas: number of exhibiting companies, number of attendees, net square feet of exhibit space, and gross revenue. Results of the 2012 Index released at the SISO CEO Summit earlier this month showed growth in all four areas, but only a 1.5 percent overall industry growth, which was less than what had been forecast.

Sometimes results provide good resources, which is the case with the “Fab 50,” a list of the 50 best exhibit fabricators in the U.S., compiled by the editors of Event Marketer and Event Design magazines.

And finally, here’s a result that was a long time coming: the Federal Trade Commission has finally taken action against a long-running scam in the trade show industry. After more than a decade of exhibitors being tricked into paying thousands of dollars for supposed “free” listings in a Fair Guide, the FTC has temporarily halted operations of the publisher, based in Slovakia.

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Marlys Arnold

With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. She’s also the founder of the Exhibit Marketers Café, an online education community. To request an “Extra Shot of Exhibit Success” go to www.ExhibitMarketersCafe.com.