The current business climate for exhibitions is not pretty: Exhibition budgets are down 17 percent this year and 17 percent of exhibitors said they will participate in fewer events in 2009. Instead of despairing, exhibition organizers should take advantage of this downturn to adapt their strategies and strengthen the role of exhibitions as a marketing tool, says a new whitepaper published by Exhibit Surveys Inc. called Looking Past the Recession: Exhibition Strategies for the Interim.
Exhibition organizers should focus on three areas: relationships, value, and communication, states author Skip Cox, chief executive officer at the Red Bank, N.J.–based consultancy.
More and more, companies view events as opportunities to create brand awareness and preference through experiential marketing, which is about establishing an emotional connection with customers. Exhibition organizers should find new ways to create the “highly personalized, experiential exchange between seller and buyer” that fosters these relationships. More.
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