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Transcript of CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP...
![Page 1: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/1.jpg)
CEIR UpdateEspecially Prepared for MATSO
Orlando, FL
Presented By: Douglas L. Ducate, CEM, CMP
President & CEO Center for Exhibition Industry Research
![Page 2: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/2.jpg)
Role and Value of
Face-to-Face Marketing Study
![Page 3: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/3.jpg)
Role and Value of Face-to-Face Study
• Conducted by CEIR (to be released in early 2003)
• Objectives:
• Role exhibitions play in the Customer Continuum
• Value attendees and exhibitors place on exhibitions – now and in the future
• Use and value of exhibitions compared to other types of face- to-face activities
• How can exhibitors maximize ROI/ROO?
• Trends in use of exhibitions for 2003
• Respondents from all major industry segments (2,718 attendees and 916 exhibitors)
![Page 4: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/4.jpg)
Importance of Face-to-Face Interaction
• High importance placed on face-to-face (f-to-f) :
• 76% of attendees rate f-to-f with potential new vendors very or extremely important
• 87% of exhibitors rate f-to-f very or extremely important in marketing to prospects
• Economy, Internet, videoconferencing and/or tele- conferencing has not negatively impacted the importance of f-to-f even in a post 9/11 era.
![Page 5: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/5.jpg)
Face-to-Face Activity
Attendees Exhibitors
Exhibitions 100% 100% Sales Calls 72% 93%
Private Events (Net)* 71% 47%
Avg. # Exhibitions Attended 3.5 Avg. # Private Events Attended 3.3 Avg. # Shows Exhibited - 2003 13.7 Anticipated Change Next 2 Yrs.: Increase 27% Decrease 13%
*Vendor produced user groups, conferences, exhibitions, road shows, mobile truck exhibits, briefing centers
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Value of Face-to-Face Interactions
Attendees, %* Exhibitors, %**
Exhibitions 70 77 Sales Calls 71 95
Private Events:
User Groups 57 75 Technical Conferences or Exhibitions
60 64
Road Shows/Mobile Truck Exhibits
45 78
Permanent Briefing/Demo Centers
52 86
* Value in performing their jobs
** Value in marketing their products or services
% Rating Very/Extremely Valuable
![Page 7: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/7.jpg)
Change in Value Over Past Two Years
Attendees,% Exhibitors,% More Less More Less Exhibitions 40 11 34 23 Sales Calls 38 11 50 3
Private Events:
User Groups 35 10 38 9 Technical Conferences or Exhibitions
38 9 43 13
Road Shows/Mobile Truck Exhibits
29 15 48 10
Permanent Briefing/Demo Centers
33 13 47 1
![Page 8: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/8.jpg)
Change in Value Over Next Two Years
Attendees,% Exhibitors,% More Less More Less Exhibitions 35 9 33 15 Sales Calls 32 13 58 2
Private Events:
User Groups 19 15 17 9 Technical Conferences or Exhibitions
30 9 30 10
Road Shows/Mobile Truck Exhibits
16 17 20 12
Permanent Briefing/Demo Centers
19 15 17 9
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Importance of Exhibition Face-to-Face in Purchasing Process &
Customer Relationships
Customer Continuum Attendees, %* Exhibitors, %**
Awareness 76 86
Evaluate & Compare 67 74
Narrow to Preferred Vendors 50 59
Make Purchase Decision 32 48
Implementation 37 45
Maintain Relationship 51 76
Upgrade/Re-purchase 40 51
% Very/Extremely Important
![Page 10: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/10.jpg)
Conclusions
Face-to-Face (f-to-f) overall continues to be important, and of more value today than two years ago.
Perceived value of f-to-f at exhibitions is strong relative to other f-to-f.
• Exhibitions play a strong role in the purchasing/sales process, not just marcom and branding.
• Private events compete heavily for marketing budgets. More importantly, they compete for attendees.
• Private events not just a large company trend.
• Private events are often successful because they deliver high value and focused information. Lesson: segment and “customize”
shows to deliver high value information.
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Conclusions
•Disconnect between attendees and exhibitors as to the relative perceived value of exhibitions and private events. Private events of secondary value to attendees compared to exhibitions as an opportunity for face-to-face with vendors.
•Quality f-to-f interaction is critical to providing high value to attendees. Communicate to exhibitors:
•Exhibitions are an important part of the sales process. Be prepared to advance attendees along the purchasing path with specific info.
• Attendees prefer “one-on-one” as opposed to “one-on-many” approaches for delivering information.
• Knowledge of product is most important staff attribute
• They prefer to talk to people who know the product more than top management
• Train staff. Only 2% use outside vendors for training
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Event Marketing Definition
Events are face to face experiences designed to educate and motivate customers and
prospects to accelerate the sales cycles more efficiently, effectively and consistently than a
sales call alone can.
![Page 13: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/13.jpg)
To retain and grow my existing customer base
To educate and demonstrate thought leadership
To provide a forum for rich conversations
To build a community around my brand
Key Marketing Objectives in a Tight Economy
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Key takeaways from global research results
High touch matters more than ever: events (not tradeshows) are an increasingly important part of the marketing mix
Globally, ‘event marketing’ represents from 12.5% to 30% of the respondents’ marketing budgets (25-50% of that is tradeshows).
Event are used primarily for building relationships and increasing product knowledge…Tradeshows for building awareness and capturing
leads.
Measurement is critical, but appropriate tools and cost are obstacles
![Page 15: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/15.jpg)
How do you get more share of the mix?
The role of shows and events in marketing
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Leadership
Share of Voice
Trade Shows Channel Events
Proprietary Events
The role of shows and events in marketing
Sponsorships
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1. Support and deliver marketing metrics that matter
2. Redesign shows to support key marketing objectives
3. Consider roadshows, regionalization and consumer expansion
4. Deepen relationships with largest customers to provide more strategic and creative events
Four things to consider
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There is a Perceived Value Decline in Some
Exhibitions
![Page 19: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/19.jpg)
To Analyze Problem
Understand business model
Identify results concerns
Identify costs concerns
Develop remedies
IAEM - Publish manifesto
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The U.S. Exhibition Industry
Business Model
![Page 21: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/21.jpg)
Hotel to Exhibit Hall
Show RoomBellmanCateringBanquetEngineeringHousekeepingAmbiance in Place
ConcreteDrayageFood ServiceFurniture RentalUtility ServiceCleaning ServiceAmbiance Temporary
![Page 22: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/22.jpg)
Access to a Market
Organizers Facilities
![Page 23: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/23.jpg)
Facilities
Control services that invade building systems
• Electrical• Telephone• Water/Waste• Gas• Food Service
![Page 24: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/24.jpg)
Organizers
Official Contractors
Exclusive Contractors
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The price for access to a market is free services and/or revenue sharing
Free services and revenue sharing result in cost shifting
Cost shifting is allocating the cost of market access to revenue centers
Allocating costs creates above market pricing for products and services that are then considered out of value
![Page 26: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/26.jpg)
There is a Perceived Value Decline in Some
Exhibitions
![Page 27: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/27.jpg)
Why?
Results Costs
![Page 28: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/28.jpg)
Exhibit Performance Model
EXHIBIT ATTRACTION• Exhibit Size • Promotion
• Awareness/Perception• Products Exhibited• Design/Graphics• Attention-getting Techniques
POTENTIAL AUDIENCE
EXHIBIT EFFICIENCY(Person-to-Person Contact)
• Profile of Staff• Staff Knowledge
• Training
RESULTS• Messaging• Leads
• Brand Enhancement• Awareness Building
• Sales• PR
• No. of Staff• Staff Performance
Source: Exhibit Surveys
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EXHIBIT TEAM EFFICIENCY(Personal Contact Achieved With Visitors Attracted)
58%
59%
63%
60%
63%64%
66%65%67%
50%
55%
60%
65%
70%Exhibit Team
Efficiency
Industrial 59%
Medical 76%
Retail 61%
Computer 62%
Telecom 63%
Less Face to Face InteractionLess Face to Face Interaction
Source: Exhibit Surveys
![Page 30: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/30.jpg)
56%
53%57%
63%62%61%
63%
68%63%63%62%
62%
50%
55%
60%
65%
70%
75%
80%
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
Total Buying Plans (TBP)
TBP
Industrial 49%
Medical 62%
Retail 59%
Computer 56%
Telecom 51%
Changing Attendee ActivityChanging Attendee Activity
Source: Exhibit Surveys
![Page 31: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/31.jpg)
9.2 9.1
9.6
8.88.4
8.6
7.5
7.97.67.6
8.0 7.8
6.0
6.5
7.0
7.5
8.0
8.5
9.0
9.5
10.0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
Average Hours Spent at Exhibits
Average Hours
Industrial 10.4
Medical 7.4
Retail 10.1
Computer 9.3
Telecom 9.6
Changing Attendee ActivityChanging Attendee Activity
Source: Exhibit Surveys
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Traffic Density (Td) Lower(Td = Attendees/100 sq.ft.)
2.12.2
2.52.6
2.62.72.6
3.02.8
3.13.0
2.9
3.2
2.0
2.5
3.0
3.5
4.0
4.5
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
TD
Industrial 2.0
Medical 2.2
Retail 1.6
Computer 4.2
Telecom 2.6
Changing Attendee ActivityChanging Attendee Activity
Source: Exhibit Surveys
![Page 33: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/33.jpg)
Traffic Density (No. Attendees/100 sq. ft.) Sq. Ft.
1.0 2.0 3.0 4.0
50k
1,250
2,500
3,750
5,000
100k
2,500
5,000
7,500
10,000
150k
3,750
7,500
11,250
15,000
200k
5,000
10,000
15,000
20,000
Low Exhibitor Satisfaction High
Low
Attendee &Organizer
Satisfaction
High
Assumptions: Average Hours Viewing Exhibits = 8.0 hrs. Total Show Hours = 20 hrs.
Traffic Density Relative to SatisfactionTraffic Density Relative to Satisfaction
Source Exhibit Surveys
![Page 34: CEIR Update Especially Prepared for MATSO Orlando, FL Presented By: Douglas L. Ducate, CEM, CMP President & CEO Center for Exhibition Industry Research.](https://reader035.fdocuments.net/reader035/viewer/2022062716/56649dff5503460f94ae70c9/html5/thumbnails/34.jpg)
Why?
Results Costs
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Nominal Air Fare
1982 2000 Total % Increase
$122.77 $143.58 16.9%
Source: Air Transport Association
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Average Annual Room Rates
1982 2000 Total % Increase
$50.56 $85.89 69.8%
Source: American Hotel & Motel Association
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Occupancy tax Rate
1995 1998 2001
Anaheim 13% 15% 15%Atlanta 13% 12%14%Chicago 7% 15% 15%Dallas 13% 13%15%Las Vegas 8% 9% 11%Orlando 11% 11% 11%Philadelphia 12% 13%14%Average 11% 12.6%13.6%
Source: IACVB
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Consumer Price Index
1982 2001 Difference % Increase
96.5 177.1 80.6 83.5
1992 2001 Difference % Increase
140.3 177.1 36.826.2
Source: Bureau of Labor Statistics U.S. Department of Labor
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How the Exhibit Dollar is Spent
1982 1996 2001
Exhibit Space 21% 29%28%Exhibit Design 18%12%T & E 13% 21%Shipping 12% 9%Show Service 18%19%Promotion 9% 5%Other 1% 5%
Source: CEIR/TSEA
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Exhibit Space Rates
1982 1987 1992 1997 2002
$9.25 $11.57 $14.15 $18.14 $21.40
1982-2002
131% increase
Source: Trade Show Week
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National Average Labor Rate
1982 1992 2002 Total %Increase
AV Technicians $37.76 $57.39 52%
Booth cleaning (per sf/per day) $0.09 $0.13 $0.24 167% Carpenters $26.56$38.04 $64.60 143%
Decorator $25.41$37.48 $64.37 153%
Drayage per CWT (direct to hall) $12.68$24.23 $44.00 247%*
Source: Trade Show Week - *Adjusted
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National Average Labor Rate (cont.)
1982 1992 2002 Total %Increase
Draymen $24.47$37.18 $63.45 159%
Electricians $32.24$43.30 $60.48 88%
Forklift with operator (highest weight range) $50.12$83.85 $150.38 200%
Forklift with operator (lowest weight range) $47.84$68.24 $126.61 165%
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National Average Labor Rate (cont.)
1982 1992 2002 Total %Increase
Plumber $33.42$41.92 $60.12 80%
Riggers $28.09$43.39 $79.31 182%
Security Guard $8.61 $12.28 $17.88 108%
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National Average Furnishings
1992 1997 2001 Total %Increase
Side Chair $21.00 $32.35 $38.82 85%
Standard Carpet $1.41 $2.86 $2.32 65%(Cut & Lay Per SF)
22x28 sign $43.38 $56.70 $63.33 46%
Color Monitor $175.89 $204.45 $215.35 22%(3 Day)
Lighting Outlet $51.12$63.69$68.23 33%(120V 500 Watt)
Source: Trade Show Week
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Cost to Close A Sale
1984 2001 Total %Increase
Close sale w/oexhibition lead $1,130 $1,140 1%
Close sale with an exhibition lead $254 $705 178%
Cost of a typical field sales call $205 $308 50%
Average cost per visitor reachedat an exhibition $90 $212 136%
Source: CEIR
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The Value Gap Still Exists but it is Incumbent UponUs to Stop the Shrinkage
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Exhibit Dollars (In Billions)
1996 2001 Total % Increase
$16.5 $20.5 24%
Source: CEIR/TSEA
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There is a Perceived Value Decline
in Some Exhibitions
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Without Real Value We Cannot Succeed
With Real Value and Responsible Stewardship
We Cannot Fail
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Voluntary Contribution Program
(VCP)
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Exhibition Industry Foundation
(EIF)