page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48
page 49
page 50
page 51
page 52
page 53
page 54
page 55
page 56
page 57
page 58
page 59
page 60
page 61
page 62
page 63
page 64
page 65
page 66
page 67
page 68
page 69
page 70
page 71
page 72
page 73
page 74
page 75
page 76
page 77
page 78
page 79
page 80
page 81
page 82
page 83
page 84

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)8.98.68.58.78.99.710.311.011.19.79.1121001086$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.