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Below are some examples of the insights gleaned from analyzing industry research and new surveys with hundreds of exhibitors.
Manufacturing & Industrial
Standing by itself, U.S. manufacturing would be the eighth largest economy in the world. It still accounts for 14% of U.S. GDP and 11% of total U.S. employment. Manufacturing makes the highest contribution to economic growth of any sector.
Manufacturing salaries and benefits average $54,000, higher than the average for the total private sector.
Exhibitors that are adjusting to the manufacturing business moving outside the U.S. are adding an international component to their booth, using clear messages, emphasizing quality, and training their booth personnel to describe their added value.
A recent survey of U.S. manufacturing employers found that 80% of respondents said that they had a serious problem finding qualified candidates for the highly technical world of modern manufacturing.
The average 2007 trade show budget of Manufacturing & Industrial exhibitors is $457,325.
Information Technology
Information Technology (IT) is the fastest-growing sector in the economy with a 68% increase in output growth rate projected between 2002 and 2012. More than 90% of IT workers are employed outside the IT industry.
Arguably, exhibitors in the IT industry face stiffer competition and greater risks than exhibitors in other sectors. IT events continue to fragment into smaller niche sectors, creating more events to choose from.
Exhibitors are doing more research than before to find the right shows. They’re studying attendee demographics more carefully, enhancing their pre-show marketing, better training their staff, and arriving at the show floor with a plan.
Despite all the variables facing IT exhibitors, their confidence in Return on Investment (ROI) and/or Return on Objectives (ROO) remains strong.
The average 2007 trade show budget of Information Technology exhibitors is $701,104.
Medical & Healthcare
Events and exhibitions in the medical and healthcare sector have seen solid growth in number of attendees, number of exhibitors and total net square feet of exhibit space. More exhibitors often mean more competition on the show floor.
Today, fewer exhibitors are selecting events based on “tradition.” New events in the medical and healthcare field are launched each year. Exhibitors are becoming more interested in “attendee demographics” and “perceived ROI or ROO opportunities.”
The most popular enhanced exhibiting tactics include: Follow up on leads more vigorously, increase pre-show direct marketing, showcase company-specific expertise, and qualify attendees as soon as they come into the booth.
The average 2007 trade show budget of Medical & Healthcare exhibitors is $686,336.
Professional & Business Services
Most exhibitors in professional and business services agree that trade shows have become more important to their
firms over the past few years and at the same time it has become more challenging to reach attendees. The business environment is shifting as outsourcing and globalization become the norm.
Exhibitors are studying event track records more closely than in the past and changing their show schedules to match their products with buyer demographics. Pre-show marketing and lead follow up are increasingly important.
In 2006, the largest professional and business services trade shows and exhibitions in the U.S. saw slight reductions in net square feet, exhibitors, and attendees.
The average 2007 trade show budget of Professional & Business Services exhibitors is $405,107.
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