October 1, 2012

Exhibition World

 

North Americas’s drive towards internationalisation has never been more resolute, if the latest ECEF pulse survey is to be believed. 

 

There are many reasons to attend the Exhibition and Convention Executives Forum (ECEF) held every May at the JW Marriott in US capital, Washington DC. While the event is still focused on the North American trade show market, its appeal to international organisers is rising as attendees sharpen their focus on the rest of the world.

 

Last year’s ECEF Pulse report, unveiled by Jacobs Jenner & Kent Market Research (JJ&K) revealed a desire by more than a third of respondents to take their events to other countries, with the majority favouring Europe over other continents.

 

One hundred and seventeen senior decision-making exhibition executives responded to the survey, and their concerns and viewpoints were addressed as part of the day-long forum’s increasingly significant international focus.

 

The events industry snapshot Pulse provided this year indicates overall growth in the number of exhibiting companies, net square metres, attendees and sponsorship sales, but by some margin the most positive indicator for the last year lies in the number of attendees. Contrastingly, the greatest decline can be seen in the number of sponsorship sales.

 

Comparing event performance year-on-year, it is evident the number of organisers witnessing rising attendee numbers for their 2012 event rose to 64 per cent from 39 per cent. In other words, a quarter of respondents are seeing attendance for their 2012 events improve on 2011 levels.

The number of people who claim improving sales of net square metres is now 60 per cent, a climb of 12 per cent on 2011’s 48 per cent.

 

And while sponsorship sales also rise an albeit modest four per cent to 58 per cent, the number of executives seeing a decline now stands at 16 per cent, making it the biggest decline of the three areas of performance in 2012. For comparison’s sake, 14 per cent of respondents are witnessing a decline in net square meters sold and eight per cent saw attendee numbers drop.

 

Of course this has all had a positive impact on projected profit figures for 2012. Two thirds of organisers report a profit increase for their largest event in the current year, up from 54 per cent according to the 2011 ECEF Pulse. This figure rises to 68 per cent for projected profits, while only two per cent project another year of profit decline. In all, three times as many respondents saw an increase in profits rather than a decline for the current year.

 

International expansion is still seen as the best route to raising the top line for organisers in the US. Thirty-nine per cent of organisers are currently holding events outside the US, with 46 per cent in the process of taking their events out of the country.

 

The majority of these events are currently taking place in China (23%), South America (14%) and the UK (10%), however the allure of the emerging markets and the Middle East is proving difficult to resist. India, Singapore and Dubai are three countries flagged up for expansion by 18 per cent, 12 per cent and nine per cent of US organisers respectively.

 

Results also indicate a major swing towards US organisers marketing their events overseas, with increased spending on exhibiting abroad to attract people to US events. The total level of marketing spend overseas has risen.

 

Eleven per cent more organisers are exhibiting at events outside of the US than last year, with 42 per cent of companies now claiming to take a stand overseas.

 

But it’s the annual amount spent on marketing to overseas attendees that has seen the greatest rise for 2012. Almost a quarter (23%) of respondents say they spent 10 per cent more than last year on attracting overseas attendees. At just three per cent, very few are spending less.

 

So who are their efforts attracting? By counting all first, second and third mentions, the Europeans look to be the most lucrative source of business for both visitors and exhibitors with 80 per cent of organisers claiming they comprise the biggest contingent of international attendees. The Europeans are followed by attendees from Asia (60%) and South America (58%).

 

Perhaps most interesting are the results on what organisers are doing to ensure existing attendees keep coming back for more. Visitor and exhibitor retention is key to the continued success of events after all. Eleven per cent more organisers are using match-making/concierge services at their events than in 2011, with almost half (47%) now offering this service at their events in some guise.

 

But are they effective? According to the report, more than a third believe they are ‘somewhat effective’ for exhibitors and the same figure (35%) believes the same applies to visitors. The number of organisers already using virtual events alongside their main events gives some indication of the future. Twenty-seven per cent currently provide a virtual event in conjunction with their physical event and nine per cent are considering them, their objectives being primarily to strengthen their event’s brand. However 91 per cent of respondents say they aren’t planning to use a virtual event in conjunction with a physical event, which would seem to indicate that those who want to host complementary virtual events are already doing so.  Could it be that virtual events will only be offered by a quarter of event planners? Time will tell.