Trade Show InsightsNews, tips & tools to expand your knowledge of exhibiting

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BizBash.com doesn’t hold back in its evaluation of the recent report issued by the Exhibit & Event Marketers Association (E2MA) and the CMO Council. With the headline “Trade Shows Need to Prove Value,” BizBash makes the case that marketers need to find a way to better measure their exposure at shows and take more responsibility to promote.

But is it that easy? There are any number of metrics that exhibitors can use to analyze their success at shows, but a recent article by ExpoWeb states that only 39 percent of companies have any kind of “formal” ROI tracking plan. Is it any wonder that exhibit marketing budgets are being cut when hardly anyone can justify the results those dollars produce?

Graphic: stock.xchng / ahylton

The “will they or won’t they” waiting is over … Nielsen Expositions has officially been purchased for $950 million by the Canadian equity firm Onex. Nielsen has a roster of 65 trade shows, with 10 of those being included on the TSNN Top 250 Trade Show list. Some of the industries Nielsen has served include: general merchandise, sports, hospitality and retail design, and photography.

Another major industry player, Reed Exhibitions, has acquired Mexico’s largest hardware and construction show, Expo Nacional Ferretera, which draws 80,000 attendees each year. It seems a logical addition to Reed’s show roster, considering they also own the National Hardware Show, held each year in Las Vegas.

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.

Graphic: Digital Juice

In the wake of all the insanity this week in Boston, it brings up a longstanding question in the trade show world — how safe are most expos and events?

It’s a given that anytime you assemble large crowds, there are opportunities for bad people to make their way into the mix. But it amazes me that after all the incidents that have happened over the past decade since 9/11, trade shows still remain one of the least-secure, least-controlled types of events.

Graphic: stock.xchng / eduardtrag

While trade show audits are still far from the norm here in the U.S., they are beginning to catch on internationally. Expografica, one of the 10 largest shows in Mexico, will be auditing their show in Guadalajara this May. An audit is an official third-party review of attendance and exhibitor figures that allows for more data transparency.

With a population of more than 1.3 billion people, it’s no surprise that China has its share of large trade shows. But the Canton Fair in Guangzhou this week really makes most U.S. shows look microscopic with 60,000 exhibits from nearly 25,000 exhibitors! The show runs April 15 through May 5 and will host exhibits featuring electronics and household appliances, tools and machinery, consumer goods, garments and textiles, office supplies, and more.