Exhibitors are increasingly using a mix of integrated marketing
techniques combined with technology to generate leads, says a new study.
What is more, whereas the last five years has seen experimentation with technology, the research now shows businesses are much more assured in deploying these techniques and seeming a tangible return.
The research, by exhibition stand design company Priority Exhibitions, shows that exhibitors are using digital marketing, PR and social media, combined with new on-stand technologies for a better return on investment.
Two thirds of exhibitors believe over the next five years the best way to secure results from their exhibition presence will be to create strategies using integrated marketing techniques and technology to drive visitors to stands and increase dwell time.
Furthermore, out of the 2,000 respondents, 45% thought that digital marketing was most suited to converging with events strategy in the future, closely followed with 34.5% stating it was PR.
Louise Walters, CEO at Priority Exhibitions, said: “While social media has been around for a few years now, we are seeing marketers increasingly understand how to get the best use from it. Early experiments with new technologies are now bearing fruit and businesses are seeing tangible returns.
“Budget cuts mean that exhibitors need to show a positive ROI on using new technology and marketing techniques, which means they are developing strategy for the future.
“By asking exhibitors about current trends and developments, we can examine how these will impact on exhibition stand design. How a stand is used helps shape the design process. It is true to say that form follows function.”
The research, called Exhibition Stand of the Future, was conducted by Priority Exhibitions to give them insight into the fast-changing world of events and exhibitions. Technology and marketing changes and develops quickly, so it’s important to take a measure of the industry and how it sees marketing an event presence moving forward.
Results are taken from a survey of 2,000 people, including corporate marketers, agency heads, exhibition giants, suppliers, venue managers and freelancers
What is more, whereas the last five years has seen experimentation with technology, the research now shows businesses are much more assured in deploying these techniques and seeming a tangible return.
The research, by exhibition stand design company Priority Exhibitions, shows that exhibitors are using digital marketing, PR and social media, combined with new on-stand technologies for a better return on investment.
Two thirds of exhibitors believe over the next five years the best way to secure results from their exhibition presence will be to create strategies using integrated marketing techniques and technology to drive visitors to stands and increase dwell time.
Furthermore, out of the 2,000 respondents, 45% thought that digital marketing was most suited to converging with events strategy in the future, closely followed with 34.5% stating it was PR.
Louise Walters, CEO at Priority Exhibitions, said: “While social media has been around for a few years now, we are seeing marketers increasingly understand how to get the best use from it. Early experiments with new technologies are now bearing fruit and businesses are seeing tangible returns.
“Budget cuts mean that exhibitors need to show a positive ROI on using new technology and marketing techniques, which means they are developing strategy for the future.
“By asking exhibitors about current trends and developments, we can examine how these will impact on exhibition stand design. How a stand is used helps shape the design process. It is true to say that form follows function.”
The research, called Exhibition Stand of the Future, was conducted by Priority Exhibitions to give them insight into the fast-changing world of events and exhibitions. Technology and marketing changes and develops quickly, so it’s important to take a measure of the industry and how it sees marketing an event presence moving forward.
Results are taken from a survey of 2,000 people, including corporate marketers, agency heads, exhibition giants, suppliers, venue managers and freelancers
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