There’s no denying the giant leaps that technology has afforded the event industry over the years, nor the many more exciting advancements waiting to take hold on the horizon. However, although digital campaigns designed to connect customers and businesses across a variety of online channels are all the rage in the marketing world, the power of the face-to-face meeting should not be underestimated. In fact, a new study, revealing that there has been a 40% increase in brand marketers participating in trade events than in previous years, serves to demonstrate that face-to-face contact is actually on the rise.
The research, conducted by the Center for Exhibition Industry Research (CEIR), indicated that 80% of B2B marketers believe they can increase and build brand awareness with face-to-face meetings. But what is it that they’re actually hoping to gain?
The study discovered that 76% of those with services or products to market believed that exhibitions provide a key opportunity to engage with existing customers, strengthen bonds and offer the chance for effective relationship management. Additionally, 63% felt that exhibitions enable connections with prospective customers. In a nutshell, the study found that face-to-face marketing is considered to be a central driver for both branding and sales in the B2B sphere and that businesses continue to place a high value on B2B exhibitions as a way to meet their most pressing marketing objectives.
Further supporting this research is an interview published by Forbes earlier this year with Michael Massari, Caesars Entertainment’s Senior VP of National Meetings and Events. Michael waxes lyrical on the importance of face-to-face meetings as “the most effective way to capture the attention of participants, engage them in the conversation, and drive productive collaboration”.
Here at DB Systems, we’re big advocates of the value of face-to-face meetings and are pleased to see that research confirms the importance of keeping up this practice. Our team takes great pleasure in creating innovative ways to make that precious face time more engaging, memorable and effective for our clients. After all, working in the event business ultimately comes down to working with people; face-to-face meetings will always play a key role in this industry. And when teamed with the right digital solutions for your next event… Well, you could be pretty much unstoppable.