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Recently, the Centre for Exhibition Industry Research (EIR) conducted a very intriguing analysis that needs to be of particular meaning to any individual or entity in charge of leasing out event spaces for organisations and companies. The fundamental “take away” in this particular study was a stark requirement for the industry as a whole to better show its return on investment. Those 3 letters “ROI” are frequently more than enough to fill the venue supplier with a feeling of fear, since it has long been inherently difficult to compute precisely what the real world return on investment is for meetings and exhibitions.

Nonetheless, the type of economic forces that we are currently experiencing dictates that we simply have to pay more attention to this measurement. The study revealed that there were a number of fast evolving marketing techniques, emerging within the industry to meet this demand for serious ROI. It meant that productive businesses had to be searching for constant innovation in the way that they market. Venue space providers and event organisers couldn’t rest on their laurels for that reason since they had to work particularly hard on every single event, in order to get the proper “kind” of person to attend. There was clearly a desire to keep content fresh and put money into products and resources that are designed to help bring in brand-new clients each time.

There seemed to be one extra but very important “take away” as a result of the analysis. On the one hand you might say that this particular result was rather sobering, but conversely you might say that it represented a serious opportunity also. It was established that corporations and exhibitors are tending to decrease the number of staff that they send to any of these events, exhibitions or tradeshows. The size and scale of these exhibits and trade stands is also somewhat smaller than it once was, but an optimistic way to look at this is the fact that senior management from all of these companies are actually going to events and meetings in significantly greater number. Because these are the individuals who produce the decisions back at base and may impact whether or not events occur in the long run and also the size and scale of them, these people are critically important to the future.

Intriguing findings undoubtedly and a crucial reason why virtually any event supplier should not only be concentrating on where they could place the chaises de banquet, metal tables de banquet and also table pliante stock, but considering how they can cater for the needs of these very important, top executives.

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