CEIR Reports on Cost Effectiveness of Exhibitions
Return on Investment Proven to be Higher
24 February 2009
Dallas, Texas, US — The Center for Exhibition Industry Research (CEIR) released today SM 37 The Cost Effectiveness of Exhibition Participation: Part I, which includes comparative data taken from a survey conducted among sales and marketing managers of organizations from all sectors of the industry.
Companies are under more pressure than ever before to measure ROI, determine value from event participation and justify exhibition dollars -- and this report helps them do exactly that. The research in this report compares the cost of making the initial face-to-face contact with a customer through an exhibition versus without an exhibition lead. It also compares the similar cost to identify a potential customer, as well as outlining the perceived value of exhibitions.
This study was conducted by the Alfred P. Sloan Foundation Travel & Tourism Industry Center at the University of South Carolina for the Center for Exhibition Industry Research. The object of this study was to establish the cost effectiveness of exhibition participation, as it relates to the value of leads secured by qualified organizations.
The Cost Effectiveness of Exhibition Participation: Part II will be released in April 2009 and includes new figures on the average cost of closing a sale and the number of sales calls needed to close a sale with and without an exhibition lead.
About CEIR
The Center for Exhibition Industry Research (CEIR) serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering research-based knowledge tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, go to www.ceir.org.
Enquiries
Contact:
Genny Nelson
Research Project Coordinator
Center for Exhibition Industry Research
+1 (972) 687-9225
gnelson@ceir.org
