New CEIR Report Provides Insights from Marketing Leaders on B2B Exhibitions
May 20, 2019
Is face-to-face marketing still relevant, and are there plans to use it moving forward? What is the image of the business-to-business exhibition channel today? A new report from the Center for Exhibition Industry Research aims to answer those questions — and more — from the perspective of marketing leaders.
The first in the new “Head of Marketing Insights” series, “Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs” examines the perception of B2B exhibitions as a marketing channel.
The report draws from survey data collected from 382 heads of marketing at North American organizations. Half of the organizations invited to participate have historically included B2B exhibitions in their marketing channel mix and the other half have not. CEMA, EXHIBITOR Magazine and HCEA also invited qualified customers to participate in the study.
“Study findings indicate the B2B exhibition channel enjoys a strong image among heads of marketing, whether they are actively using the channel today or not,” said Nancy Drapeau, CEIR vice president of research. “Sixty-four percent or more of heads of marketing agree the channel is effective for achieving multiple high priority marketing and sales objectives.”
CEIR’s goal is to promote the power of B2B exhibitions within an organization’s marketing portfolio, so the report includes positive statistics as well as recommendations on ways to enhance the value and relevance of these events.
“Keeping a pulse on the high priority marketing and sales objectives of prospective exhibitors, and delivering content that helps them hit these goals is an event organizer’s key ingredient for success,” said CEIR CEO Cathy Breden.
This report is the first in a five-report series that will publish over the next several months:
- Part One: Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs
- Part Two: Aligning Exhibit Sales for Success
- Part Three: Overcoming Non-Exhibitor Objections
- Part Four: How B2B Exhibitions are Judged, Where It is Essential to Deliver Results
- Part Five: Future Plans for Use of the B2B Exhibition Channel
CEIR’s Head of Marketing Insights Series is made possible through funding from the Society of Independent Show Organizers (SISO). The report is available to IAEE members and CEIR subscribers at no cost.
To learn more about the series and obtain a copy of the first report, go here.
Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
Add new comment