The U.S. Trade Show Market · PowerPoint Presentation Author: Cathy Breden Created Date: 10/15/2019...

The U.S. Trade Show MarketDavid DuBois, CMP, CAE, FASAE, CTA

President and CEO

3

• Published in April 2019. Next edition April 2020.• Measures:• NSF/NSM• # of Exhibitors• # of Attendees (buyers)• Real Revenue• = Total Index

$97 Billion

2019 – 6 Month Results

Q2 Survey Results for the Overall Exhibition Industry

H1 Survey Results by Industry

Summary and Key Findings

The Total Index still underperformed real GDP

-14

-12

-10

-8

-6

-4

-2

0

2

4

6

-14

-12

-10

-8

-6

-4

-2

0

2

4

6

2008Q1Q2 Q3 Q4 2009Q1Q2 Q3 Q4 2010Q1Q2 Q3 Q4 2011Q1Q2 Q3 Q4 2012Q1Q2 Q3 Q4 2013Q1Q2 Q3 Q4 2014Q1Q2 Q3 Q4 2015Q1Q2 Q3 Q4 2016Q1Q2 Q3 Q4 2017Q1Q2 Q3 Q4 2018Q1Q2 Q3 Q4 2019Q1Q2

%

%

CEIR Total Index Real GDP

CEIR Total Index growth continued at 1.6% in Q2

3.4

0.2

2.2

3.8

3.1

0.7 0.6

1.0 1.0

1.4

0.6

2.7 2.7

1.0

1.8

2.5

4.8

3.5

2.4

3.7

1.9

1.3

1.6

-0.3

2.1

3.0

-0.8

4.1

2.7

1.7

0.7

2.6

1.91.6

-1.0

-0.5

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

5.5

2011Q1

Q2 Q3 Q4 2012Q1

Q2 Q3 Q4 2013Q1

Q2 Q3 Q4 2014Q1

Q2 Q3 Q4 2015Q1

Q2 Q3 Q4 2016Q1

Q2 Q3 Q4 2017Q1

Q2 Q3 Q4 2018Q1

Q2 Q3 Q4 2019Q1

Q2

%

…boosted by robust gains for attendance and real revenues

Net Square Feet0.2% Exhibitors

-1.3

Attendees3.7%

Real Revenues3.8%

CEIR Total Index1.6%

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Q2

%

By industry, the Total Index shows mixed performance in H1

3.8 3.32.9 2.6

2.0 1.9 1.71.3 1.3

0.9 0.80.3

-0.4

-3.5

-4.6-5

-4

-3

-2

-1

0

1

2

3

4

5%

BZ, CG, FN & ED have been on a secular decline since 2000

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

80

85

90

95

100

105

110

115

120

125

130

80

85

90

95

100

105

110

115

120

125

1302014=100

BZ CG EDLinear (ED) FN

CEIR Index 2019 Sector Forecasts and H1 Results

Growth prospects for the exhibition industry remain moderate

• The exhibition industry has finally entered into an expansion phase that passed the previous peak as the CEIR Index predicted.

• Growth should continue at a modest pace in H2. Total Index is likely to be 1.2% for the year as a whole, 0.2 percentage point shy of the forecast of 1.4%. • Exhibition performance will further slow modestly to 1.1%

in 2020 and 0.8% in 2021 as the economy settles into a slower growth path.

CEIR ResearchROI of AttendingHeads of Marketing Study

Attendees:

Research Says!

Trade show are top ranked for meeting business information and purchasing decision needs

(57%)

16

50%Grea

t!

Attendees

Exhibitors

Promoters: 49%Overall 32%

Non-exhibitors Overall: -1%

Reasons for Not Exhibiting

Opportunities

Beyond Your Control

21

What Would Convince Them to Exhibit?

22

Attracting U.S. Organizers

Associations vs. Independent Organizers

Associations• Exist to serve the mission of the

organization• Represents an industry or a

profession• Governed by a Board of Directors• Revenue generated from

membership fees, events, publications, etc.• Associations less likely to hold

events outside their home country

Independents

• Typically media companies• Reed, Informa, Clarion,

Messe Frankfurt, as an example• Some are privately held /

others are public• Profit driven

Strategic Moves

• Approach larger groups to collaborate • Create strategic relationships in the market• Too protective of your show/ market and don't want to

change, you risk to have competitors grab surrounding markets that could be yours• Markets shift and exploring the potential of cloning your

show in other countries is a good defensive move as well as a growth opportunity if a thorough market research is done.

Evaluating Opportunities

• What industries are in the country?• Where are the buyers?• Is there a regional market? • Where do the exhibitors want to

be?• Regional/Trusted Partners• Culturally a good fit

Evaluating Markets

• Will the event support the anchor brand,

if there is an anchor show in the U.S.?

• Other industry events / Competition

• Are there better secondary/emerging markets

• Visa requirements

• Recession/Health of Economy

Evaluating Markets

• Exports/imports

• Stability and strong government

• Is there funding from the government

• Market forecast for region – 5 years

• Corruption

• Buyers/contractors within country or surrounding countries

Considerations

• Rotation of events from country to country• Grow attendance over time• Partner with local

associations• Partner with publications• Database and connections• References

Summary• Industry Segment

• Market Shifts

• Competition

• Venues

• Relationships

• Market Research

• Political Climate

• Market Research

• Business Culture/Philosophy

• Pavilion