*50% of b-to-b marketers plan to increase spending on executive seminars and events.
*27% plan to increase spending on trade shows.
Forrester Research, “B2B Marketers' 2008 Budget Trends,” January 2008
*82% of business marketers view leads as an important factor in making a decision to exhibit at trade shows.
*81% cite building brand identity and awareness as a factor in that decision.
*Trade shows typically represent the largest part (23.6%) of the overall marketing communications budget.
Source: Survey by BtoB
, BMA and Readex Research, June 2007
Among the findings of a recent study of 200 virtual events:
*The events drew a total of 3,000 sponsors and 500,000 attendees.
*Average virtual event registration was 3,102 people, with an average attendance of 1,587.
*Leads generated for each sponsor averaged 348 per event, and attendees spent an average of two-and-a-half hours at each event while visiting an average of 16 locations and completing at least five downloads.
Source: White paper by FactPoint Group for virtual event company Unisfair, October 2007
“B-to-b marketers waste money when they scurry around last minute to staff the booth and expect show-related traffic, or a favorable booth placement, to produce leads. B-to-b marketers who fail to build interactive campaigns that preview show-specific offers, invite attendees to on-site executive briefings and continue booth conversations via e-mail should look to spend their money elsewhere.” —Laura Ramos, VP-principal analyst, Forrester Research