WHITE PAPERwww.exhibition-world.net Issue 2 | 201237o 2015 and beyond exhibition organisers will increasingly need a dual strategy. While emerging markets will continue to offer strong growth opportunities, in mature markets organisers will need to compete more vigorously to maximise their share of visitors' time and, by extension, exhibitor marketing budgets. Three factors combine to mount a structural challenge to exhibitor value: the decline of visitor time at events; eroding visitor numbers; and the steady march of prices per square metre.With visitor time-at-show in structural decline, shows need to compete more effectively for their share. As well as a segmented marketing approach that reaches and delivers high quality visitors, organisers need to provide these visitors with a more targeted, streamlined and value-added experience at the show. Additionally, winning organisers will increasingly be those who extend their contact with visitors outside the show. CREATING VALUE IN AN EXTENDED EXCERPT FROM AMR INTERNATIONAL'S WHITE PAPER WINNING EXHIBITIONS STRATEGIES IN 2015 AND BEYOND, JONNY BAYNES ADVISES US TO LEARN OUR EXHIBITORS' GOALSFigure 1Exhibitor value and total exhibitor spend (US market), 2000-2010 (Source: AMR)184.108.40.206.78.99.710.311.011.19.79.1121001086$bnIndex 2000 = 10042806040200020002001200220032004200520062007200820092010Exhibitor value* (RHS)Total exhibitor spend (LHS)**Chief marketing offi cers' (CMO) focus on measurability of returns will continue to sharpen, and with an expanding menu of digital tools competing for their attention, and claiming transparent ROI, trade shows are under increasing pressure to both deliver and demonstrate their value to exhibitors. This will require smarter use of digital tools, to understand and track exhibitor value, and support exhibitors with their broader marketing needs.