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Events sector in a strong position suggests Bellwether report

November 24, 2014 |

Encouraging news! The latest Bellwether Report has found that there has been two years continuous growth of marketing budgets – putting marketing teams in a stronger position for development and creativity. Importantly for those working in the events industry, there was also a marked and sustained increase in event marketing budgets.

The IPA Bellwether report features data drawn from a panel of around 300 UK marketing professionals, who were carefully selected to represent key business sectors, drawn primarily form the nation’s top 1,000 companies – including Nimlok.

Event marketing budgets rising

We are really pleased to see a 7.8% increase in event marketing budgets for the fourth quarter in a row, which is one of the best performing marketing channels measured in the report. For Nimlok, this suggests that businesses are seeing a greater ROI from exhibiting and are recognising more and more the important role that events and exhibitions play in overall marketing strategies.

This growth in events is also confirmed where we’re seeing businesses making the leap from portable display stands to bespoke exhibition stands, with growing confidence. This leap is made easier with the wider choice of bespoke exhibition stands for hire – allowing businesses to dip their toes into exhibiting without the full upfront investment of purchasing a stand.

You can see a couple examples of how the flexibility of hire has helped businesses to grow here.

Putting the UK at the forefront of events

The increase in event marketing budgets identified by the Bellwether report was also mirrored by Britain 4 Events creating National Events Month October, designed to celebrate the breadth and diversity within the UK global events industry.

From Britain 4 Events, we know that 35% of the UK visitor economy is for UK global events, driving more tourism, business visitors, investors and trade to the UK. In fact, inbound business visits equates to 23.5% of all visits!

Supporting global campaigns

Let Britain Fly exhibition stand at all party conferenceWith the expanding growth of the event marketing industry in the UK, it’s more important than ever to support global campaigns such as Let Britain Fly. We created a stand for them at a recent all party conference to gain more awareness and support. As you can see, we even gave them their own landing strip to number 10 Downing Street!

We need to ensure that the UK remains a convenient and competitive place to host international business events. Their campaign urges politicians to commit to finding a cross-party solution to modernise our airport infrastructure, which of course enhances the number of potential gateways, and visitors, the UK. To offer your support, sign the pledge here.