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The U.S. Trade Show MarketDavid DuBois, CMP, CAE, FASAE, CTA
President and CEO
3
• Published in April 2019. Next edition April 2020.• Measures:• NSF/NSM• # of Exhibitors• # of Attendees (buyers)• Real Revenue• = Total Index
$97 Billion
2019 – 6 Month Results
Q2 Survey Results for the Overall Exhibition Industry
H1 Survey Results by Industry
Summary and Key Findings
The Total Index still underperformed real GDP
-14
-12
-10
-8
-6
-4
-2
0
2
4
6
-14
-12
-10
-8
-6
-4
-2
0
2
4
6
2008Q1Q2 Q3 Q4 2009Q1Q2 Q3 Q4 2010Q1Q2 Q3 Q4 2011Q1Q2 Q3 Q4 2012Q1Q2 Q3 Q4 2013Q1Q2 Q3 Q4 2014Q1Q2 Q3 Q4 2015Q1Q2 Q3 Q4 2016Q1Q2 Q3 Q4 2017Q1Q2 Q3 Q4 2018Q1Q2 Q3 Q4 2019Q1Q2
%
%
CEIR Total Index Real GDP
CEIR Total Index growth continued at 1.6% in Q2
3.4
0.2
2.2
3.8
3.1
0.7 0.6
1.0 1.0
1.4
0.6
2.7 2.7
1.0
1.8
2.5
4.8
3.5
2.4
3.7
1.9
1.3
1.6
-0.3
2.1
3.0
-0.8
4.1
2.7
1.7
0.7
2.6
1.91.6
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
5.5
2011Q1
Q2 Q3 Q4 2012Q1
Q2 Q3 Q4 2013Q1
Q2 Q3 Q4 2014Q1
Q2 Q3 Q4 2015Q1
Q2 Q3 Q4 2016Q1
Q2 Q3 Q4 2017Q1
Q2 Q3 Q4 2018Q1
Q2 Q3 Q4 2019Q1
Q2
%
…boosted by robust gains for attendance and real revenues
Net Square Feet0.2% Exhibitors
-1.3
Attendees3.7%
Real Revenues3.8%
CEIR Total Index1.6%
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Q2
%
By industry, the Total Index shows mixed performance in H1
3.8 3.32.9 2.6
2.0 1.9 1.71.3 1.3
0.9 0.80.3
-0.4
-3.5
-4.6-5
-4
-3
-2
-1
0
1
2
3
4
5%
BZ, CG, FN & ED have been on a secular decline since 2000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
80
85
90
95
100
105
110
115
120
125
130
80
85
90
95
100
105
110
115
120
125
1302014=100
BZ CG EDLinear (ED) FN
CEIR Index 2019 Sector Forecasts and H1 Results
Growth prospects for the exhibition industry remain moderate
• The exhibition industry has finally entered into an expansion phase that passed the previous peak as the CEIR Index predicted.
• Growth should continue at a modest pace in H2. Total Index is likely to be 1.2% for the year as a whole, 0.2 percentage point shy of the forecast of 1.4%. • Exhibition performance will further slow modestly to 1.1%
in 2020 and 0.8% in 2021 as the economy settles into a slower growth path.
CEIR ResearchROI of AttendingHeads of Marketing Study
Attendees:
Research Says!
Trade show are top ranked for meeting business information and purchasing decision needs
(57%)
16
50%Grea
t!
Attendees
Exhibitors
Promoters: 49%Overall 32%
Non-exhibitors Overall: -1%
Reasons for Not Exhibiting
Opportunities
Beyond Your Control
21
What Would Convince Them to Exhibit?
22
Attracting U.S. Organizers
Associations vs. Independent Organizers
Associations• Exist to serve the mission of the
organization• Represents an industry or a
profession• Governed by a Board of Directors• Revenue generated from
membership fees, events, publications, etc.• Associations less likely to hold
events outside their home country
Independents
• Typically media companies• Reed, Informa, Clarion,
Messe Frankfurt, as an example• Some are privately held /
others are public• Profit driven
Strategic Moves
• Approach larger groups to collaborate • Create strategic relationships in the market• Too protective of your show/ market and don't want to
change, you risk to have competitors grab surrounding markets that could be yours• Markets shift and exploring the potential of cloning your
show in other countries is a good defensive move as well as a growth opportunity if a thorough market research is done.
Evaluating Opportunities
• What industries are in the country?• Where are the buyers?• Is there a regional market? • Where do the exhibitors want to
be?• Regional/Trusted Partners• Culturally a good fit
Evaluating Markets
• Will the event support the anchor brand,
if there is an anchor show in the U.S.?
• Other industry events / Competition
• Are there better secondary/emerging markets
• Visa requirements
• Recession/Health of Economy
Evaluating Markets
• Exports/imports
• Stability and strong government
• Is there funding from the government
• Market forecast for region – 5 years
• Corruption
• Buyers/contractors within country or surrounding countries
Considerations
• Rotation of events from country to country• Grow attendance over time• Partner with local
associations• Partner with publications• Database and connections• References
Summary• Industry Segment
• Market Shifts
• Competition
• Venues
• Relationships
• Market Research
• Political Climate
• Market Research
• Business Culture/Philosophy
• Pavilion