CEIR Session: Where Exhibitor Marketing Budgets Really Go: Industry Benchmarks and Ways to Make Them Work Better
Webinar Description:
How are exhibitors allocating marketing budgets today—and how do those allocations compare to pre-pandemic norms? Where is spending concentrated, and what metrics are used to evaluate success? This webinar presents the latest CEIR research on marketing channel investment, exhibiting objectives, performance metrics, and direct spend by expense category alongside insights into how exhibit strategies are evolving.
In this first-ever joint webinar, CEIR’s Nancy Drapeau and EXHIBITOR Magazine’s Emily Olson combine data and application. Nancy shares key findings on budget allocation trends, exhibitor priorities, and performance benchmarks, while Emily challenges and expands on the data with real-world examples and best practices.
The discussion highlights how exhibitors are driving results across core objectives, lead generation, brand building, and face-to-face engagement, and how integrated marketing, including digital channels, supports engagement across the full event lifecycle. It also touches on how communication strategies are adapting to effectively reach and engage audiences across generations.
Looking ahead, the session examines exhibitor plans and offers practical guidance on selecting the right events, optimizing exhibit investments, and adapting strategies to maximize ROI in a stable but evolving market.
Learning Objectives:
- Learn to the current investment patterns
- Discover how to apply data to strategy
- Optimize exhibit performance and ROI
IAEE webinars are free to members and available to non-members for $79. This session is eligible to earn 0.75 clock hours towards CEM recertification.
Sponsored by: New Orleans Morial Convention Center and New Orleans & Company
