A majority of exhibitors will maintain or increase the number of shows at which they exhibit, according to a new study by the Center for Exhibition Industry Research.
The study, The Use and Value of Face-to-Face Interactions, found that about 53 percent of exhibitors will not cut back on show participation over the next two years, while 24 percent expect to add events to their schedule.
When researchers surveyed exhibition attendees, they found a similar trend. Twenty three percent of attendees plan to go to more exhibitions over the next two years while 59 percent will attend the same number.
During the recession, 53 percent of exhibitors maintained exhibiting budgets, while 47 percent scaled back. Also, about 60 percent of attendees reported no change in attendance at exhibitions and events during the recession, while 40 percent experienced a decrease.
When asked about the value of face-to-face interactions with vendors at exhibitions, 80 percent of attendees said it was very or extremely important to doing their jobs. Further, about 85 percent of exhibitors said face-to-face interactions with existing or potential clients was very or extremely important.