ROI That’s Measurable : Exhibitions are High Performers in a Downturn

The Effect of Economic Recessions on Exhibitions, published in January 2009 by the Centre for Exhibition Industry Research (CEIR), reports that exhibitions continue to attract a high quality audience before, during and after national recessions. Exhibitions also continue to attract first-time attendees during recessionary periods.

CEIR research also reveals that the percentage of attendees with buying plans has not changed significantly in times of recession over the past 40 years.

The Australian experience in the first few months of 2009 supports this research with many exhibitions not only sustaining, but delivering exceptional growth in visitor numbers and reporting strong sales from exhibiting companies.

Exhibitions are strong performers in tough times because:

• Companies need to ensure that they maintain the competitive edge that the supply of new products will provide – exhibitions provide a time-efficient way of experiencing first-hand the new products available on the market.
• Exhibitions offer a cost-effective – and measurable - way for sales teams to get their new product offerings in front of their customers and write the business at the same time
• Exhibitions get your products into the hands of the decision-makers who will purchase

Some of the visitor numbers from major exhibitions this year compared to 2008:

• Australasian Oil & Gas, February, Perth: UP 100%
• Rosehill Trailer Boat Show, March, Sydney: UP 75%
• Australian Motorcycle Expo, February, Gold Coast: UP 75%
• Franchising Expo, March, Sydney: UP 33%
• Brisbane 4x4 + Outdoors Expo, Brisbane: UP 25%
• Fine Food, March, Perth: UP 14%
• Royal Easter Show, April, Sydney: UP 12.5%
• AIME 2009, April, Melbourne: UP 10%

The message is clear. If you want immediate return from your marketing investment dollars, exhibitions are the most recession-proof form of media to choose.

Exhibitions are proven to perform better than any other form of media when it comes to:

• Face-to-face communication
• Meeting pre-qualified prospects
• Demonstrating products