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Events industry viewed positively

September 5, 2013 |

Some positive news for the exhibition sector was released recently, showing an increase in marketers’ positivity around their company’s financial prospects.

Although the Bellwether survey showed there was little change in the first quarter of 2013 in terms of marketing budgets for events (just short of 15 per cent of the panel indicated an upward revision to their budget, and a little over 15 per cent signalled a fall), this is a marked change from the survey last year where overall budgets were down by four per cent.

Other positive messages include a predicted rise in budgets throughout 2013 by 13.5 per cent of clients, the most positive forecast in two years. The internet was one of the biggest areas of projected growth in marketing spend.

This positivity is very much reflected by our clients, both in the volume of events they are telling us they are booking and the budgets they have to support this investment. At 8.3 per cent of total marketing spend in 2012, face-to-face events still have a strong role to play in driving sales and brand awareness. Our case study bank highlights some of the return on investment we’ve secured for clients recently.

James Rook, Nimlok’s Managing Director, sums up the benefits of event spend.

“Whilst we are still in testing times, the business communities desire to get out and truly interact hasn’t dwindled in the face of all the new alternative ways to interact online “, he said. Human nature prevails – we like seeing each other more than the digital world would have us believe!

“Consequently I’m confident about the exhibition medium which continues to grow globally, albeit not evenly and with some evolution in scale and format that we’d have expected.

“Nimlok’s order book is strong, we’re growing and investing. I’m confident about the future, and excited about the future of our industry. ”

The Bellwether Report is researched and published by Markit Economics on behalf of the Institute of Practitioners in Advertising. The report features original data drawn from a panel of around 300 UK marketing professionals, selected to represent all key business sectors, drawn primarily from the nation’s top 1000 companies.

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