By: Barry Siskind
Looking at the return on your exhibit investment often has to do with monetary gains. But what if you are among the many exhibitors whose objective has nothing to do with sales?
Are these exhibitors doomed to a life of never knowing whether their exhibit program is yielding value? The answer is “no”. Corporate and not-for-profit exhibitors can enjoy a non-monetary value of their exhibition program if they know where to look.
The 2009 Center for Exhibition Industry Research study called “The Cost Effectiveness of Exhibition Participation reported that over two thirds of respondents either agreed or strongly agreed with the following three statements:
- Exhibitions increase corporate and/or brand recognition,
- Exhibitions assist in gaining/retaining market share,
- Fewer sales calls are needed with an exhibition lead because the decision maker was able to meet with staff at the exhibition.
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