Japan Exhibition Forum 2015

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2 Japan Exhibition Forum 2015

3 The Trends of The World s Largest Exhibition Country-USA David A. DuBois, CMP, CAE, FASE, CTA President and Chief Executive Officer

4 About IAEE 1,300+ member companies comprising 9,000 individual memberships 150 international member companies in 53 nations 12 chapters world wide More than 58 percent of IAEE members are buyers (exhibition organizers) More than 50 percent of IAEE members are in middle management or higher More than 40 percent of IAEE members have 16 or more years of experience Education and networking Annual membership subscription: $539USD

5 Quarterly CEIR Metrics for the Overall Exhibition Industry, Year-on-Year % Change, 2015Q Real Revenues 6.1% % Net Square Feet 3.6% Exhibitors 2.6% Attendees 3.1% CEIR Total Index 3.8% Q2

6 Total Index by Sector, Year-on-Year % Change, 2015H %

7 Growth CEIR Index AMR 3% growth through 2017 in the U.S. 8% growth through 2018 globally

8 2014 Asia Exhibition Survey Plan to hold an exhibition and/or event in Asia in the future 33.8% Yes No 66.2%

9 2014 Asia Exhibition Survey 40.0% Timeline for Holding an Event 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 25.6% 15.4% 35.9% 23.1% 0.0% Less than a year One year Two years Longer than two years

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11 Marketing is Evolving Rapid adoption of smart technology Customer Expectations Growing prominence of social media Source: DestinationNEXT, 2014, Destination Marketing Association International

12 Using Technology to Engage Audiences Digital technology helps us to build on and adapts the principles of traditional marketing to create engagement before, during and post show.

13 New Customers Their buying habits: 73% report making a purchase on a cell phone 98% engage with a friend s post rather than a brand s 84% agree that user-generated content has influence over purchases One third have more fun browsing, rather than buying Source:

14 Trends Worth Watching Technology Organizers must demonstrate value in terms that are relevant to the marketers making decisions in which shows to exhibit Creating experiences and opportunities for interaction on the show floor and off Expect to see data analytics increasing in importance Big Data More collaborations/partnerships

15 Exhibitors: Marketing Is Evolving Overall marketing strategies evolving where/how do face to face events fit Competition for marketing budget increasing Engagement Other event channels Other marketing channels Trade show and event mix strategies more sophisticated for major exhibitors Cost reduction - the new normal Marketing Sales

16 Marketing Is Evolving Social media outlets 2% 14% 82% Mobile devices 2% 18% 77% Online meetings/forums 5% 22% 74% Company website 0% 28% 71% Online advertisements/e-media 3% 28% 68% Engagemen Direct 8% 30% 61% t E-newsletters 3% 36% 58% Public relations 2% 47% 48% In-person visits to prospective customers 4% 50% 45% In-person corporate events 8% 47% 43% Big Data Direct mail that drives traffic to an online 14% 46% 39% In-person visits to existing customers 4% 35% 61% Telephone calls to prospective customers 4% 33% 61% Telephone calls to existing customers 2% 30% 67% Exhibiting 24% Marketing/ at business-to-consumer exhibitions 24% 48% 13% Sales Sponsorships 24% 60% Exhibiting at business-to-business exhibitions 15% 19% 64% Print advertisements 38% 14% 47% 28% *Source: Direct Customer mail in Attainment general from Event Engagement 13% study conducted by 58% CMO Council 2013 **Source: Center for Exhibition Industry Research Report F05.12 The Role and Value of Face-to-Face Interaction, Trends in the Use of 0% Exhibitions. 10% 20% 30% 40% 50% 60% 70% 80% 90% Techology % of Respondents Identifying a Tactic as Primary Less Same More

17 Technology No Longer a Trend! We are creating a new kind of reality (blended reality), one in which physical and digital environments, media, and interactions are woven together throughout our daily lives. Technology enables this transformation but, as is always the case, when we invent new technologies, they in turn re-invent us. Blended reality shapes the nature of what we experience and how we make sense of our surroundings.

18 ibeacon / Augmented Reality

19 Augmented Reality

20 Marketing Executives Rank Face-to- Face as Most Effective In-Person Events Case Studies Webinars/Webcasts Blogs Videos enewsletters Research Reports White Papers 67% 64% 61% 59% 58% 58% 57% 57% Events Rank 1 st in effectiveness 0% 20% 40% 60% 80% 100% Believe It's Effective *Source: Customer Attainment from Event Engagement study conducted by CMO Council 2013 **Source: Center for Exhibition Industry Research Report F05.12 The Role and Value of Face-to-Face Interaction, Trends in the Use of Exhibitions.

21 EXHIBITOR 2015 Economic Outlook 2015 Compared to 2014 Budget 60% 50% 40% 30% 20% 10% Effectiveness of Trade Shows 32% Increase 44% Maintain 0% Optimistic Hopeful Cautious Pessimistic 24% Decrease Source: Exhibitor, 2015 Economic Outlook

22 Booth Staff Educated for success on the show floor: Prepared Engaged Knowledgeable

23 Technolog Big Data Marketing/ Sales Source: CEIR

24 Content Rules! Year-round value: Year-round content enhances engagement Content marketing changes marketing approach

25 Purpose-driven, Contextual, Shared Experiences

26 Experience and Engagement

27 Overall Impressions

28 Create the perception of visual space.

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32 What Can You Do to Bring in New Customers? Know your customer! Use of latest technology and WiFiis a MUST Real-time communication Community involvement; opportunity to input Consider/respect user-generated content Provide peer-to-peer networking activities Offer shorter sessions/more choices Present exhibits that engage -- interactive, visually compelling, live demos, entertainment

33 Summary Improved Service- Greater Value: Customer Success helping exhibitors through the process of exhibiting Customer needs more complete understanding of customers needs to better deliver value at events Customer EXPERTS onsite help to eliminate hassles Matchmaking putting the right buyers and sellers together

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