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Exhibitions Offer Most Face-to-Face Value, Study Finds

By Matt Alderton
July 27, 2012

Despite current economic conditions, the influx of technology and the emergence of alternative marketing tactics, face-to-face marketing — and exhibitions, in particular — remains valuable, according to the Center for Exhibition Industry Research (CEIR), which yesterday released the first in a series of reports culled from its landmark study, "The Role and Value of Face-to-Face Interaction."

The report, titled "Use and Value of Face-to-Face," is based on a survey of 9,000 attendees and 800 exhibitors. Both audiences, it found, rank exhibitions highest in terms of value from a list of 10 possible face-to-face interactions, including sales calls, exhibits, conventions, annual meetings, educational conferences with or without an exhibit component, hosted buyer events and sales calls, to name a few.

Specifically, 48 percent of attendees ranked exhibitions as the most valuable face-to-face setting on the list. In-person sales calls were a distant second, at 26 percent.

"The results of this study, last conducted in 2002, validate the enduring value of face-to-face marketing and use of business-to-business exhibitions in particular," said CEIR Research Director Nancy Drapeau. "The economy has impacted exhibitions; however, study results point to a positive outlook moving forward."

Housing Scam Alert

It has been brought to our attention that there are several companies; Convention Housing Services, Convention Hotel Management and Global Hospitality contacting exhibitors claiming that they can secure hotel rooms at lower rates than available through our room blocks. These companies and others like them are NOT AUTHORIZED to represent the Cattle Industry Convention or NCBA, NOR do they have access to officially contracted hotel room blocks or rates at any of the convention hotels.

Please be aware that other non-official housing companies may target you to make hotel reservations for the 2013 Cattle Industry Convention and NCBA Trade Show.  NCBA has contracted the Tampa Housing Bureau to be their sole hotel reservation services company for Cattle Industry Convention in Tampa, Florida. The NCBA/Tampa Housing Bureau will not be contacting you, unless you have initiated contact with them.

Securing rooms with any other company other than NCBA 's Official Housing Bureau is at your own risk.  There have been instances in the past when similar companies have gone out of business after taking the reservation and deposit, leaving individuals without hotel rooms and lost deposits.  NCBA will not be held liable for any issues resulting from booking any rooms outside of the Official 2013 NCBA Housing Block.