Vast majority of brand marketers still see value in trade shows

Exhibiting at trade shows is still a hugely popular way to generate interest for a brand despite many marketers pondering how these events convert.  

That’s according to a new survey from the Chief Marketing Officer (CMO) Council, which finds that a staggering 89 per cent of brand marketers still believe trade shows are worth their time and money. even claims 31 per cent of marketers deem these events “essential” to their mission, with over half (64 per cent) saying trade shows allow them to source new prospects.

However, big change is evident in the way that professionals approach this avenue of marketing.

A total of 40 per cent said they had cut back on presenting at bigger shows to focus more on targeted gatherings. In addition, 44 per cent even turned to sorting out their own event spaces and putting on shows themselves.

Meanwhile brand marketers are still craving better visibility in the conversion pipeline – something which prevents 45 per cent of professionals from making a business case for increased investment in exhibitions. 

Cited by, Liz Miller from the CMO Council said it was now time for marketers to develop ways of measuring the impact that trade events can have on their sales.

“What this study demonstrates is that marketers’ attention is shifting and now is the time to begin moving down this road of defining and tracking the value of event and experiential marketing,” she added.