In total, the exhibition industry's marketing and
advertising spend is US$18 million per annum.
The EEAA commissioned two pieces of
research: an industry benchmarking study compiled
by Evaluation Solutions; and a study into
visitor and exhibitor trends since 2003, produced by
Micromex Research.
Mark Baker, CEO of EEAA, said: "The research showed that those who understand the medium
and the power of faceto-face marketing have
increased satisfaction levels on the quality, number
and value of sales leads."
To maintain involvement, organisers are
investing heavily in visitor marketing to a targeted
and qualified audience.
All exhibitions — consumer and trade — place a
heavy emphasis on the use of direct mail to attract both exhibitors and visitors.
There is also a substantial increase in the use of
email and websites.
Studies show value of Australian ad spend on local trade shows
SYDNEYAustralian exhibition organisers are spending an average of US$19 per visitor on advertising to attract them to trade events, according to research released by the Exhibition & Event Association of Australasia (EEAA).
