Center for Exhibition Industry Research

Digital + Exhibiting Marketing Insights 2009Marketers and Exhibition Management Increasingly Blend
Live and Digital Media for Greater Performance
Brand marketers and their exhibition management counterparts are becoming
increasingly conversant in digital media and adept in its usage. This is due to audience
demand for information on a 24/7 basis, the availability of new networking formats, theneed for advanced measurement and the pressure to reduce costs.
INSIDE:Top Ten Facts........................................................ 2
Methodology . ...................................................... 2
Digital Media Taxonomy........................................ 4
Use of Digital Marketing and Best Practices.......... 5
When and Why to Use Digital Media...................... 7
The Use of Virtual Media....................................... 9
Budget and ROI for Digital Sponsorship............... 11
Measurement of Digital Media’s Effectiveness.... 13
Impact of Digital Media....................................... 14
Conclusion.......................................................... 15
Index of Figures.................................................. 16

Adopting new technology and digital tactics to increase profitability and improve overall
program performance is not new to exhibiting, however. These changes are part ofthe ongoing embrace of new communication tactics that have defined the exhibitionindustry since its beginning.
Smart marketers are beginning to realize that more than incorporating digital media for
digital’s sake, what really matters is how events and digital tactics converge to buildand foster relationships with audiences. While exhibitions and digital media are indeed
useful tools on their own, combining the two creates a potent strategy in the battle forcustomer acquisition, loyalty, and everything in between.
Co-produced through a unique partnership between industry research leader the Center
for Exhibition Industry Research (CEIR) and worldwide experience marketing agency
George P. Johnson (GPJ), and funded in part by the Exhibition Industry Foundation, thisreport is the industry’s first comprehensive analysis of the influence of digital media on
the exhibition industry.
Geared specifically for senior brand-side executives responsible for exhibiting budgets
and the exhibition managers who produce events, this report contains benchmarking
data which will enable these professionals to make more informed decisions about
their use of digital media based on industry trends.
Special attention is being paid to framing digital media in such a way as to aid brandmarketers and exhibition management in calibrating their offline and online promotional
activities right now.

Digital + Exhibit Marketing Insights 2009
Digital + Exhibit Marketing Insights 2009 Top Ten Facts10.) 40% of respondents consider digital marketing to be a vital component in the execution of live
event; 17% consider it a lead tactic.
9.) 49% of respondents use digital marketing to extend the reach of their event promotion efforts
with digital marketing most often used in pre-event outreach (87%).
8.) E-mail marketing is the digital marketing tactic most used by exhibition production (95%) andcorporate brand marketers (87%).
7.) 40% of corporate brand marketers and 31% of exhibition production marketers reportusing virtual events; 71% of respondents use virtual events to accommodate geographicallywidespread workforces and customers.
6.) The webinar (81%) is the most commonly used virtual event type among respondents.
5.)

51% of exhibition production respondents report always integrating digital marketing tactics
in the promotion of events; 37% of corporate brand marketers characterize their use of digitalmarketing as frequent.

4.) Respondents dedicate 10% of their exhibition production budget to digital marketing sponsorship
tactics.
3.) 46% of respondents measure the effectiveness of their digital marketing efforts; 50% of
respondents measure ROI for virtual events.
2.) Event activity sponsorship (16%) and speaking opportunities (16%), followed by e-mailmarketing/advertising (14%) are the exhibition sponsorship options respondents perceive as
providing the greatest ROI.
1.) 72% of respondents feel that the integration of digital marketing into the promotion of exhibition
programs increases the effectiveness of the overall effort.

Methodology

FIGURE 1. Sample Demographics – Geography

Conducted online between April and May of 2009, fielding of the Digital + Exhibit Marketing Insights
2009 study was managed by Ruder Finn Insights, the market research arm of one of the world’s
premier communication agencies. The research focused on capturing the perspectives of corporate
brand exhibitors who manage exhibit portfolios and exhibition managers who create and produce
trade show programs and other events.
The report is based on the opinions of 287 respondents. Forced equality was applied to thesample, resulting in a 50/50 split between the opinions of corporate brand and exhibition
management respondents, the majority of which represent U.S. based companies. See Figure 1.

Non-US
13%

US
87%

Digital + Exhibit Marketing Insights 2009
Sixty-three percent of exhibition management respondents and 41 percent of corporate brand side
respondents maintain executive level titles. Thirty percent of corporate brand side and nine percent ofexhibition management respondents represent companies that generate $1+ billion in annual sales revenue.
See Figures 2 and 3.
FIGURE 2. Sample Demographics – Revenue$10 billion+

10%

0%
3%
3%

$5 - 9.9 billion$1 - 4.9 billion

17%

6%

Corporate Brand
Exhibition Management/Production

4%6%$500 - 999.9 million$250 - 499.9 million

4%$100 - 249.9 million

8%
16%

8%

$50 - 99.9 million

10%

5%

33%

$25 - 49.9 million
-10%

0%

10%

30%

20%

69%

40%

50%

60%

70%

80%

FIGURE 3. Sample Demographics – Title
Advertising Management

1%0%Consultant

1%

Event Marketing Manager
Event Manager
Manager
Senior VP
Executive VP

3%
5%

1%

5%
4%
5%
5%
5%
6%
4%
5%

Sales Management

4%

Exhibition Marketing Manager

3%

8%
6%

Owner
Marketing Manager
Exhibition Manager

Corporate Brand
Exhibition Management/Production

8%

3%

12%
15%

7%
8%

19%
19%

Director
7%

C-Suite
0%

5%

21%

15%

10%



20%

25%

Digital + Exhibit Marketing Insights 2009
Digital Media Taxonomy
For the purposes of this report, digital media includes the following tactics:•

E-mail marketing / advertising•

Online advertising (Banner Ads, search marketing)•

Audio downloads / podcasts•

Webcasts•

Online video•

Online games•

Web site/Microsites•

Social Media sites (Facebook, Linked In, Twitter, etc.)

•

RSS

•

SMS / MMS Mobility•

Virtual media/Virtual complements to live events•

Web based event management tools

•

Blogs

•

Google Adwords

Virtual Media Includes:•

Webinars: A seminar conducted over the Internet. In contrast to a Webcast, a Webinar is designed to
be interactive between the presenter and the audience•

Live Webcasts: Live audio, video or multimedia distributed via the Internet or on digital networks.
Webcasts can only be considered events when the content is live)•

Web Conference: A group meeting or live presentation over the Internet. Web Conferences use screen
sharing accompanied by voice communication via telephone or VOIP. Text chat is sometimes used tocomplement, or in place of voice communication•

Events in Virtual Worlds: Meetings that take place in virtual worlds like Second Life. These can beas simple as a speaking opportunity, or as complex as a full-blown virtual conference, with robust
multimedia, multiple speakers and sessions, networking opportunities, product demonstrations,virtual tours, etc.

•

Virtual trade show/exhibition: Similar to a face-to-face exhibition but all elements are online. A virtualexhibition includes: an exhibition hall, a conference center for keynotes, panel discussions, andbreakout sessions, a lounge for attendee networking and a resource center for distribution of content.

Digital + Exhibit Marketing Insights 2009
Use of Digital Marketing and Best Practices
Exhibition management and corporate brand side marketers have unquestionably adopted digital
media as part of their everyday activities. In general, the digital marketing tactics respondents
use mostly include e-mail marketing/advertising, online advertising and Web sites/Microsites.
Looking more closely at the digital habits of each respondent group, as shown in Figure 4,
corporate brand side marketers’ use of digital demand generation tactics such as online
advertising, webcasts, and Google ad words is slightly higher than their exhibition management
counterparts.
FIGURE 4. Use of Digital Marketing
77%
79%

Online advertising (Banner Ads, search marketing)

72%
74%

Web site/Microsites
Webcasts

42%

31%
36%

Social Media sites (Facebook, Linked In, Twitter, etc.)

62%
87%

E-mail marketing/advertising28%

Web-based event management tools

29%
31%
31%

Online Video
Blogs
Google adwords

26%

36%
33%

Corporate Brand
Exhibition Management/Production

23%
26%

Audio downloads/podcasts
Virtual complements to live events

16%
13%

RSS
SMS/MMS Mobility

95%

42%

3%

20%
22%

10%

Online games 1%3%
Other
Do not use any digital marketing tactics
0%

For their part,
exhibition management
respondents outpace
corporate brandrespondents’ use ofsocial media.

2%
2%
5%
3%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Corporate marketers are investing in banner ads or using proprietary content in interactive
formats such as webcasts or event microsites as a means to amplify program messaging andfoster deeper engagement.
For their part, exhibition management respondents outpace corporate brand respondents’ useof social media. The divergence in each groups’ use of this medium is likely due to the factthat event producers are relentlessly pushing to make a specific event the centerpiece of thecommunity. Social media is a powerful platform upon which to build a 24/7 marketing programthat is, in a sense, “activated” by the live experience. Meanwhile, corporate exhibitors deploy
social media for numerous events, resulting in a more fragmented effort. (See Figures 5 and 6.)

Digital + Exhibit Marketing Insights 2009
FIGURE 5. Integration of Digital Media
25%

AlwaysFrequently

27%

Sometimes

Rarely0%51%37%
Corporate Brand
Exhibition Management/Production

27%

13%
11%
10%
10%

20%

50%

40%

30%

60%

FIGURE 6. The Role of Digital Marketing15%
19%

A lead tactic

37%

A vital component of the plan
Taken under consideration
with other mediums
Usually an afterthought
0%

32%

44%

Corporate Brand
Exhibition Management/Production

40%

2%
3%
10%

30%

20%

40%

50%

A strong focus on 24/7 community-building may also explain a more frequent and more prominent use ofdigital tactics by exhibition managers than corporate brand respondents. Fifty-one percent report “always”
using digital marketing tactics in the promotion of their events – over twice the percentage of corporate
brand respondents that do so.

Digital + Exhibit Marketing Insights 2009
When and Why to Use Digital Media

Digital media also
allows both types ofmarketers to extend
their sphere of
influence to an evenlarger community
outside of an event’s
physical address andplace in time.

Corporate brand and exhibition management respondents share a similar view on what pointin the lifecycle of a live event to use digital media, as shown in Figure 7. Both groups put anemphasis on digital marketing tactics pre-event and post-event. In most cases, the tactics usedpre-event are for the purposes of creating awareness and audience generation. During the event,there has been an increase in attendee engagement in social media – i.e., tweeting comments
during keynotes. One might argue pre-event and post-event digital activities are led by exhibitorsand exhibition management, while during the event they are owned by attendees.
While nearly 100 percent of respondents also agree that the importance of digital marketing
will increase in the future, their motivation for the use of digital marketing tactics differs. Sixty
percent of exhibition management respondents use digital tactics primarily as a means to extend
reach and build community around the event. Conversely, corporate brand side executives’
integration of digital is focused on improving audience engagement and brand perception.
These two perspectives underscore the powerful complement that digital marketing can be toa live experience. For exhibition management, it is a way to extend the message beyond thelimitations of traditional promotions such as direct mail and trade advertising. Digital media also
allows both types of marketers to extend their sphere of influence to an even larger community
outside of an event’s physical address and place in time.
FIGURE 7. When to Use Digital Media
87%
86%

Pre-event43%
46%

During the event

Corporate Brand
Exhibition Management/Production
61%
64%

After the event
33%

Throughout the event
0%

20%



45%

40%

60%

80%

100%

Digital + Exhibit Marketing Insights 2009
FIGURE 8. Future Importance of Digital Marketing
60%
64%

Increase strongly
34%
32%

Increase somewhat
5%2%Remain constant
Decrease somewhat

1%0%Corporate Brand
Exhibition Management/Production

Decrease strongly 0%0%
Not sure

1%
2%
0%

10%

50%

40%

30%

20%

60%

70%

80%

90%

100%

FIGURE 9. Motivation for Digital Media Use
To increase the ROI of our event spend

12%

5%

Corporate Brand
Exhibition Management/Production

15%
12%

To enhance brand reach/perception
To best engage the target audience

18%

24%
36%

To extend the reach of our marketing efforts

60%

To measure exhibit performance 0% 4%
To understand how marketplaceand customers perceive us

2%
1%

To better manage/execute sales processes

3%

0%

6%

10%

20%



30%

40%

50%

60%

70%

Digital + Exhibit Marketing Insights 2009
The Use of Virtual Media
From webcasts to virtual trade shows and exhibitions, the use of virtual media to more deeply andcompletely engage internal and external audiences is an increasing trend among marketers acrossall disciplines. This is due to several factors, including audiences’ increasing familiarity with online
platforms; the maturation of virtual technology; the availability of higher bandwidth (and hence
real-time experience); a potential for decline in event attendance related to the impact of reduced
travel budgets; the green movement; and virtual media’s ability to not only capture would-be eventand exhibition attendees but extend audiences’ experience of an exhibition.
Among survey respondents, the use of virtual media seems to be in its early stages and slightly
more prevalent among corporate brand respondents than exhibition management executives.
See Figure 10. Of those that use virtual media, the majority conduct webinars. A significant
percentage of corporate brand respondents also conduct web conferences (See Figure 11).
FIGURE 10. Use of Virtual Media
40%

YES

The use of virtual
media seems to be in
its early stages andslightly more prevalent
among corporate brandrespondents thanexhibition management
executives.

31%
Corporate Brand
Exhibition Management/Production

60%
NO
69%
0%

10%

30%

20%

50%

40%

70%

60%

80%

90%

100%

FIGURE 11. Most Used Virtual Media
12%

Third party exhibitions

6%

Events in Virtual Worlds

10%
10%

Proprietary exhibitions

14%
12%

Corporate Brand
Exhibition Management/Production
38%
37%

Virtual exhibition

48%
45%

Live Webcasts
Web conferences

37%

55%
83%
76%

Webinars
0%



20%

40%

60%

80%

100%

Digital + Exhibit Marketing Insights 2009
As shown in Figure 13, motivation for the use of digital media is less clear cut. While the data showsthat the primary reason for the use of virtual media among corporate brand and exhibition management
respondents is to accommodate a geographically widespread workforce and customer base, there aremany other factors informing this decision.
FIGURE 12. Future Importance of Virtual Media
60%
64%

Increase strongly
34%
32%

Increase somewhat
5%2%Remain constant
Decrease somewhat

1%0%Corporate Brand
Exhibition Management/Production

Decrease strongly 0%0%
Not sure

1%
2%
0%

10%

20%

30%

60%

50%

40%

70%

80%

90%

100%

FIGURE 13. Motivation for Using Virtual Media
17%
16%

As an experiment
To replace face-to-face events

29%

10%

To run concurrently with a live event

20%

Corporate Brand
Exhibition Management/Production

26%

21%
24%

To be green

36%

Because technology provides for the capability

49%
43%

To complement live events
To save money

57%

45%

60%
64%

To more easily accommodate geographicallywidespread workforce and customer base
0%

10%

30%

20%

10

40%

50%

60%

78%

70%

80%

90%

Digital + Exhibit Marketing Insights 2009
Budget and ROI for Digital Sponsorship
Corporate brand respondents report allocating nine percent of their event budgets to investment
in digital sponsorship, while exhibition management respondents report that seven percent of
their revenue is derived from the sale of digital marketing sponsorships. These percentages are
expected to rise as event and exhibition professionals more actively leverage digital tactics inthe promotion of their programs. In the short term, however, these figures provide a benchmark
against which to guide budgeting in the near future.
As shown in Figure 15, 61 percent of exhibition managers report that online advertising is theirmost frequently sold type of sponsorship. Conversely, corporate brand executives’ use of e-mailmarketing is the most often purchased digital tactic. Nearly half of the respondents also pointed
to e-mail marketing as representing the largest portion of their exhibition budget. E-mail again
ranks among the most popular of tactics – digital or otherwise – that both corporate exhibitorsand exhibition managers employ.
FIGURE 14. Budget Related to Digital
10%

9%

8%

7%

6%
4%
2%
0%
Corporate brand budget allocated to digital marketing sponsorship tactics
Exhibition management budget derived from selling digital marketing sponsorships

FIGURE 15. Digital Marketing in Exhibit Sponsorships
49%

E-mail marketing/advertising

61 percent ofexhibition managers
report that online
advertising is theirmost frequently soldtype of sponsorship.

31%

Online advertising

61%

34%

Event Web site sponsorship
Webcasts

8%

Social media site sponsorship

7%

16%

53%

48%

Corporate Brand
Exhibition Management/Production

17%

1%
3%

SMS/MMS Mobility
None

33%

20%

0%

11

10%

20%

30%

40%

50%

60%

70%

Digital + Exhibit Marketing Insights 2009
Affirming the premise that digital media is being used to extend the live experience, e-mail marketing
ranks among the top tactics (both digital and traditional) that drive ROI. It is interesting to note, however,that among these tactics, e-mail marketing is the only digital media alongside other traditional tools
including event activity sponsorship, speaking opportunities and event signage. (See Figures 16 and 17.)
FIGURE 16. Budget for Traditional vs. Digital Exhibition Sponsorship
44%
45%

E-mail marketing/advertising
Event activity sponsorship
Event signage

27%
29%
25%
29%
27%

Logoed giveaways
Food and Beverage sponsorship
31%

Speaking opportunities
Feature in event program

21%
16%

Online advertising39%

Corporate Brand
Exhibition Management/Production

25%
28%

25%
20%
20%

Event Web sites
Use of social media

8%

Room Drops

9%

Webcasts

35%
35%

6%

15%

8%
6%

0%

10%

40%

30%

20%

50%

FIGURE 17. ROI of Traditional vs. Digital Exhibition Sponsorship
SMS/MMS Mobility 0% 1%
4%Event underwriting

6%

Company logo in event program7%

8%

E-mail marketing/advertising

13%

14%
16%

Event activity sponsorship
11%
11%

Event signage
Logoed giveaways

5%

6%
7%

Food and Beverage sponsorship

8%

Speaking opportunities

15%

Online advertising5%

Event Web sites

5%

4%

Use of Social Media

2%

Room Drops

2%
1%

Webcasts
0%

17%

17%

7%

Corporate Brand
Exhibition Management/Production

3%
3%

2%

2%

4%

8%

6%

12

10%

12%

14%

16%

18%

Digital + Exhibit Marketing Insights 2009
Measurement of Digital Media’s EffectivenessDespite the increasinguse of virtual media,
less than half of
respondents canquantify how it isbenefiting theirorganizations.

Survey data shows that respondents on both sides of the exhibition industry see the value of theirspending on digital media to the extent that they measure it.
Only 42 percent of corporate brand side, versus 51 percent of exhibition management
respondents report measuring the outcome or results of their digital marketing efforts in
exhibition marketing. Despite the increasing use of virtual media, less than half of respondents
can quantify how it is benefiting their organizations. Because of the relative newness of digitalmarketing in most exhibiting programs, measurement “best practices” have yet to emerge.
Among those that are measuring, corporate marketers primarily rely on sales reports as theultimate indicator of marketing effectiveness. Exhibition managers primarily rely on post-show
surveys, but also rely on e-mail opens, forwards and click-throughs as well as website traffic,
blog, and Twitter activity at much higher rates than their corporate brand counterparts.
This reflects a rich diversity of complementary measurement tools that are being deployed tocapture qualitative data, to accelerate the sales process or to fine-tune content on the fly. But thisalso confirms widely divergent digital usage patterns between the two groups.
FIGURE 18. Measurement of Digital’s Impact on Exhibition Marketing
42%

YES

51%
Corporate Brand
Exhibition Management/Production

58%
NO
49%
0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FIGURE 19. Measurement of Virtual Media
40%

YES
31%

Corporate Brand
Exhibition Management/Production

60%

NO

69%
0%

10%

20%

30%

13

40%

50%

60%

70%

80%

90%

100%

Digital + Exhibit Marketing Insights 2009
FIGURE 20. Measurement Tools
5%5%

SMS usage
Image posts

9%

Corporate Brand
Exhibition Management/Production

12%
12%

Twitter activity

35%

Blog activity and social media
conversations/engagement

23%
16%

Webcast registration

23%
21%

Audits30%

Downloads

28%
35%

28%

40%

Onsite surveys
Post show surveys

47%
51%

79%

58%
56%

Traffic counts
Use of Social Media

63%

37%
53%

Sales reports

67%

56%

E-mail opens/forwards/click throughs
0%

10%

20%

30%

40%

50%

74%

60%

70%

80%

90%

100%

Impact of Digital Media
Despite differences in the use of digital media, motivation, budget and measurement, study respondents
clearly believe that incorporating digital marketing tactics into their promotional programs does increase
the effectiveness of those programs. The extent to which effectiveness is increased, though, is anothersignificant point of differentiation between respondent groups.
Exhibition management respondents appear to be more receptive to the impact digital media has had on
their marketing efforts, with 57 percent reporting that digital makes a “great deal” of impact on enhancing
exhibition promotion. In contrast, 65 percent of corporate brand respondents believe that digital marketing
affects their success “somewhat,” with only a small percentage reporting a significant impact. This
disparity undoubtedly stems from each group’s divergent use and measurement of digital media and varied
objectives for that usage.
FIGURE 21. The Effect of Digital Marketing on Exhibition Programs

1%
Corporate Brand

56%

12%

19%

12%

1%

Exhibition
Management/
Production

24%
0%

10%

51%
20%

30%

40%

50%

14

60%

70%

8%

16%

80%

90%

100%

Increase strongly
Increase somewhat
Stays the same
Decrease
Not sure

Digital + Exhibit Marketing Insights 2009
FIGURE 22. Extent of Digital’s Impact – Exhibition Management Sample
A great deal

57%

Some

37%
Exhibition Management/Production

A little

6%

None 0%
0%

10%

20%

30%

40%

50%

60%

FIGURE 23. Extent of Digital’s Impact – Corporate Brand Sample
A great deal

14%

Some

65%
Corporate Brand

A little

None

18%

3%

0%

10%

20%

30%

50%

40%

60%

70%

Conclusion
With the increasing use of digital media as part of the natural marketing continuum, it is incumbent onmarketing professionals in the exhibition industry to begin laying the foundation for change. The degree
to which that happens at each organization will vary, but the ability to make sound decisions about digital
media must increasingly become part of the exhibition marketers’ industry skill set.
It is also clear that both corporate marketers and exhibition management professionals need to develop
robust measurement methodologies that take into account digital media’s qualitative and quantitative
impact. A programmatic approach to measurement will not only lead to better internal understanding of theways in which digital media complements event and exhibition marketing but will likely increase funding
attributed to its integration as well.
The future importance of digital media is increasing and marketers that will stand to gain the most fromleveraging its strengths are not only looking at digital tactics but also the objectives behind their use.
The emergent use of digital media is forcing both brand marketers and exhibition managers to be morestrategic than ever before and more focused on delivering the optimal experience to audiences.

15

Digital + Exhibit Marketing Insights 2009
Index of Figures
FIGURE 1. Sample Demographics – Geography.............................................................................2
FIGURE 2. Sample Demographics – Revenue................................................................................3
FIGURE 3. Sample Demographics – Title.......................................................................................3
FIGURE 4. Use of Digital Marketing................................................................................................5
FIGURE 5. Integration of Digital Media...........................................................................................6
FIGURE 6. The Role of Digital Marketing........................................................................................6
FIGURE 7. When to Use Digital Media............................................................................................7
FIGURE 8. Future Importance of Digital Marketing.........................................................................8
FIGURE 9. Motivation for Digital Media Use...................................................................................8
FIGURE 10. Use of Virtual Media....................................................................................................9
FIGURE 11. Most Used Virtual Media.............................................................................................9
FIGURE 12. Future Importance of Virtual Media...........................................................................10
FIGURE 13. Motivation for Using Virtual Media.............................................................................10
FIGURE 14. Budget Related to Digital..........................................................................................11
FIGURE 15. Digital Marketing in Exhibit Sponsorships..................................................................11
FIGURE 16. Budget for Traditional vs. Digital Exhibition Sponsorship............................................12
FIGURE 17. ROI of Traditional vs. Digital Exhibition Sponsorship...................................................12
FIGURE 18. Measurement of Digital’s Impact on Exhibition Marketing.........................................13
FIGURE 19. Measurement of Virtual Media..................................................................................13
FIGURE 20. Measurement Tools...................................................................................................14
FIGURE 21. The Effect of Digital Marketing on Exhibition Programs.............................................14
FIGURE 22. Extent of Digital’s Impact – Exhibition Management Sample.....................................15
FIGURE 23. Extent of Digital’s Impact – Corporate Brand Sample................................................15

16

Digital + Exhibit Marketing Insights 2009

George P. Johnson
3600 Giddings Road
Auburn Hills, Michigan 48326
www.gpj.com
David M. Rich
Senior Vice President, Program Strategy/Worldwide
David.Rich@gpj.com
http://twitter.com/richexpmarkting

Center for Exhibition Industry Research
12700 Park Central Drive, Suite 308
Dallas, Texas 75251 USA
info@ceir.org
www.ceir.org+1 (972) 687-9242
Cathy Breden, CAE, CMP
Executive Director
http://twitter.com/cbreden

GPJ is the premier worldwide experience marketing agency specializing
in using branded live experiences and environments to help clients
cut through marketplace noise, differentiate from the competition andcreate lasting relationships that directly impact the bottom line.

The Center for Exhibition Industry Research (CEIR) serves to advancethe growth, awareness and value of exhibitions and other face-toface marketing events by producing and delivering research-basedknowledge tools that enable stakeholder organizations to enhance theirability to meet current and emerging customer needs, improve theirbusiness performance and strengthen their competitive position.

Through an integrated service offering that combines Program Strategy,
Creative, Technology and Delivery capabilities, GPJ provides a fullsuite of relationship-building event, exhibit, live and digital experiencesolutions that organizations use to drive deep brand engagement,
preference and loyalty though customer-centric experience marketing
campaigns. GPJ clients won 37 awards in 2008 alone, including five
Ex Awards, an unprecedented achievement in the marketing industry.
Frequently cited for its thought leadership, GPJ is known for its annual
EventView report, white papers and standards-setting collaborations
with leading event and marketing trade associations. Consistently
ranked one of Advertising Age’s “Top 25 Marketing Agencies”, GPJ
provides its services through 26 offices around the world.

Exhibition Industry Foundation
12700 Park Central Drive, Suite 308
Dallas, Texas 75251 USA
info@exhibitionfoundation.org
www.exhibitionfoundation.org+1 (972) 687-9230
Steven Hacker, CAE
President
The Exhibition Industry Foundation (EIF) is a non-profit organization
exempt from Federal income tax under Section 501(c)(3) of theInternal Revenue Code. The principal purpose of the Foundation isto ensure the success of the exhibition industry as the premiere
marketing medium by supporting research and education.

17