A. Guttmann
Research Lead covering media
Trade show and event marketing – statistics & facts
Some forms of advertising dodged the longest-lasting effects of the coronavirus outbreak on consumer habits. But trade show and event marketing changed forever. Overnight, gathering interested parties to promote business-to-business (B2B) brands became a taboo at best and a hazard to people's health at worst. Perhaps more importantly, even as COVID-19 subdued, part of the guests no longer saw such events as an attractive way to discover new products and services – an executive version of the "this meeting could have been an email" diagnosis.
The industry has reacted. Almost half of meetings industry experts became more active on social media after the pandemic, with nearly 90 percent investing in that channel as of late 2023. Meanwhile, the market also tries to respond to the perception of online meetings as a greener alternative. Over 30 percent of professionals surveyed worldwide reported including sustainability practices in requests for proposals (RFPs) after COVID-19. Those efforts seem to be about to pay off, at last: The United States' B2B trade show market value will reach an estimated 15.8 billion U.S. dollars in 2024, finally surpassing 2019 pre-pandemic heights.
The industry has reacted. Almost half of meetings industry experts became more active on social media after the pandemic, with nearly 90 percent investing in that channel as of late 2023. Meanwhile, the market also tries to respond to the perception of online meetings as a greener alternative. Over 30 percent of professionals surveyed worldwide reported including sustainability practices in requests for proposals (RFPs) after COVID-19. Those efforts seem to be about to pay off, at last: The United States' B2B trade show market value will reach an estimated 15.8 billion U.S. dollars in 2024, finally surpassing 2019 pre-pandemic heights.
How can the U.S. event marketing segment recover?
Although mid-2024 projections ultimately indicate a recovery, the year started with the 17th consecutive quarterly loss for the U.S. B2B exhibition industry, with a result 7.7 percent below that seen in early 2019. Additionally, the average number of in-person events where U.S. marketers intend to exhibit at throughout 2024 stood at 60, down from 66 in the previous year. Yet higher spending on this channel can regain audiences' and brands' attention. During a survey published at the beginning of 2024, over one-third of responding event marketers raised their annual exhibit-marketing budgets in the U.S., whereas less than one-fifth lowered them.A global outlook: attracting attendees again
While the segment bounces back in the U.S., the world's leading trade fair organizers are based elsewhere, namely in Europe: Informa, GL, RELX, Messe Frankfurt, and Clarion had mixed results so far, with the first two managing to exceed their 2019 revenues, for example. According to a study released at the end of 2023, over two-thirds of meeting professionals expected an increase in in-person attendance worldwide. The same survey revealed the top factors impacting global event-related business for the rest of the decade, with changing customer expectations ranking first, mentioned by nearly seven out of 10 respondents. The only other answer surpassing 50 percent was staffing, suggesting that the industry must continue to allure guests back by demonstrating that digital solutions cannot fully substitute in-person experiences.
