In the first few months of 2009, many exhibitions across Australia have delivered exceptional growth in visitor numbers and reported strong sales from exhibiting companies – results that have far outstripped organiser predictions of a slump in attendance due to current economic instability.
“Overseas research has told us that exhibitions perform extremely highly during times of recession and certainly our experience so far this year is that as a marketing channel, exhibitions are very robust,” said Matthew Pearce, President, Exhibition and Event Association of Australasia.
“During tough times everyone is looking for the competitive edge that the supply of new products will provide. Exhibitions offer a cost-effective – and measurable - way for sales teams to get their new product offerings in front of their customers and write the business at the same time.”
In some cases, visitor numbers have shown strong growth despite organisers cutting the length of the event by one day. Exhibitors have also reported very strong sales results with many securing large orders well beyond their expectations.
Some of the visitor numbers from major exhibitions this year compared to 2008:
• Australasian Oil & Gas, February, Perth: UP 100%
• Rosehill Trailer Boat Show, March, Sydney: UP 75%
• Australian Motorcycle Expo, February, Gold Coast: UP 75%
• Franchising Expo, March, Sydney: UP 33%
• Brisbane 4x4 + Outdoors Expo, Brisbane: UP 25%
• Fine Food, March, Perth: UP 14%
• Royal Easter Show, April, Sydney: UP 12.5%
• AIME 2009, April, Melbourne: UP 10%
“The message is clear. If you want return from your marketing investment dollars and you want to be sure that you get your products into the hands of the decision-makers who will purchase, then exhibitions are the most recession-proof form of media to choose,” said Pearce.
For more information, visit EEAA
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