Photo: stock.xchng / cmx82
Winter isn’t typically the season you think of growth but in the trade show world, there are signs of life appearing in various ways. If you’ve been to any events at Chicago’s McCormick Place recently, you’ve seen the construction of a new Hyatt Regency tower. Now moving into Phase Two, the project focus will be on renovating the existing guest room tower and onsite restaurant.
The latest report from the Center for Exhibition Industry Research (CEIR) indicates that exhibit industry growth continued for the ninth consecutive quarter, although it did slow a bit in the third quarter of 2012.
Another CEIR survey of attendees and exhibitors shows that both plan to attend more shows within the next two years, with the search for new products leading the primary reason. CEIR also reports that attendees are not only going to more shows, but they’re also more highly qualified — 94 percent have net buying influence, meaning that they determine needs, recommend, or make the final buying decision.
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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
. Exhibit Design That Works
(the first book in the YES: Your Exhibit Success
series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café
, an online education community.