2016 Industry Study Reveals 40% Growth in Exhibits Among B2B Marketers

ALAMEDA, Calif., July 18, 2016 /PRNewswire/ -- Co-sponsored by experience creation shop Group Delphi, the Center for Exhibition Industry Research (CEIR) 2016 "Changing Environment of Exhibitions Study" reveals that face-to-face marketing persists as a key brand and sales driver within B2B companies nationwide. In fact, 40 percent of brand marketers are participating in more exhibitions today than in previous years.

"Group Delphi has a nearly 30-year heritage of creating and building compelling exhibits that drive business goals for clients across industries," commented Justin Hersh, Group Delphi chief executive officer. "It's no surprise to us that even as digital continues to take hold, brands place an even greater emphasis on the distinct value that the face-to-face experience brings in driving brand awareness, affinity and consideration."

The study features a series of 10 data sheets, the first two of which are available today at http://www.ceir.org/2016-changing-environment-exhibitions and include:

• Companies Plan to Invest in More Shows. 24 percent of surveyed companies plan to expand their exhibition schedules in the next several years, indicating further growth in the industry even as marketers look to other tactics such as digital.

• Exhibits Build Brand Mindshare. More than 80 percent of surveyed executives believe exhibits build or expand brand awareness. Other indicated areas of value include reinforcement of brand awareness, business sector promotions and new product launches and promotion.

• Exhibitions Support Relationship Management. 76 percent of surveyed executives say exhibitions support relationship management and engagement of existing customers. 63 percent say exhibitions help cultivate relationships and feed the sales lead funnel with new potential customers.

Additional data sheets that will be released over the next several weeks will highlight other key areas of strength of the exhibition channel, including the value it offers for hard-to-reach industry sectors and professionals. This year's "Changing Environment of Exhibitions Study" is a follow-up to the 2011 survey of executives across industry sectors who are involved in marketing, advertising and promotional decisions, including whether to exhibit at business shows. It documents company use of business-to-business exhibitions, level of participation over time and executives' plans to exhibit in the future.

"Thanks to collaboration with sponsors Group Delphi, Sho-Link and EPDA, CEIR is pleased to have secured funding to repeat this important study, which provides objective analysis of the value companies place on business-to-business exhibitions. Readers who download these first two fact sheets will see strong trends indicating commitment to exhibiting — and that, as the industry evolves, exhibitions continue to support companies' most urgent marketing and sales objectives," said CEIR President and CEO Brian Casey, CEM.

Tapping into an in-house team that includes fine artists, woodworkers, machinists and technologists, Group Delphi works extensively with B2B brands on exhibits, events and corporate environments, serving the likes of Medtronic, SAP SuccessFactors, Cepheid, Trane, VMware and Eaton. The company also has a deep track record supporting industry organizations including CEIR, the Exhibit Designers + Producers Association and the International Association of Exhibitions and Events.

"Group Delphi is both pleased and proud to be able to support CEIR in this important research endeavor, particularly given the ever-evolving business landscape of today. We thank CEIR for their leadership in this effort," added Hersh.

For more information or to download the 2016 Changing Environment of Exhibitions Study, please visit http://www.ceir.org/2016-changing-environment-exhibitions.

For more information about Group Delphi, visit www.groupdelphi.com.

About Group Delphi
Group Delphi, the experience creation shop, has been a recognized leader in experiential marketing for nearly 30 years. The company provides a robust offering of face-to-face marketing solutions, from trade shows and corporate events to museums and pop-up environments. Delphi serves a wide range of industries and clients including Pixar and Medtronic. Its award-winning work is the result of a collaborative team including engineers, artists, scenic designers, woodworkers and digital technologists. Delphi is a privately-held company based in Alameda, California, with offices in Fort Wayne, Indiana and Paris.

SOURCE Group Delphi

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