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CEIR study finds little change in exhibitor spending

NEW TECH, FEW CHANGES

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New technologies that were expected to cut the amount of product shipped to the show floor did not lead to large-scale changes. “Exhibitors are very interested in making sure they have good interactions at the show site,” said Steve Moster, president of Global Experience Specialists, which organizes 3,000 events and works with 350,000 exhibitors annually. Technology has improved the quality of product demonstrations, educational sessions and other elements of the show. “But that's not always at the cost of bringing product to an event. Having machinery there is still important,” Moster said. CEIR predicted that event spending will continue to grow. Almost all the survey respondents indicated that exhibitions provide unique value not found in other marketing channels. And though almost half of the event marketers that responded to an online survey of 885 exhibitors conducted by CEIR in April said that their companies had decreased event spending during the downturn, a majority expected to see a modest rebound over the next two years.

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