New Report Demonstrates Viability of Trade Shows Even During Recessions
The Center for Exhibition Industry Research (CEIR) released a January 2009 report titled "The Effect of Economic Recessions on Exhibitions" possessing a number of findings demonstrating the viability of trade shows even during down economic periods.
Among these findings: exhibitions continue to attract a high-quality audience before, during and after recessions; the percentage of attendees planning to buy one ore more products as a result of what they saw at a show does not change significantly in times of recession; exhibitions have remained corporate America's number one marketing expenditure.
Still, the report shows that traffic density has decreased overall at exhibitions over the past four decades. However, Audience Interest Factor (the percentage of show audience that visits many exhibits) has an inverse relationship to show size and has "performed well in recent years," according to the report.
The report also asserts that rather than not participating in worthwhile exhibitions during a recession, many exhibitors simply reuse or refresh an existing exhibit, reduce the number of sales personnel they send to the show, and/or purchase less space than they otherwise would during better economic times.