EXPERT OPINION:

26 April, 2017

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Industry Experts Share Predictions for Events in 2017

A lot of unknowns face the exhibitions and events industry in 2017. Recently, the industry’s leading marketing experts weighed in on how trends and current events will impact the event industry in the coming year.

Brian Casey, CEM, president and CEO, Center for Exhibition Industry Research (CEIR)
“President-elect Trump has proposed major policy changes, including sizable tax cuts, rollbacks of regulations and a much tougher stance on free trade and immigration. Prior to the election, the economic data showed the US economy was in reasonably good shape and on track to grow about 2.2 percent in 2017, compared to an expected 1.6 percent this year. If President-elect Trump follows through with his campaign promise of tax cuts, sizable infrastructure investment and rollbacks of regulations, near-term growth could be boosted, but likely not until late 2017 or early 2018. Thus far the stock market and general business perception seems pointing to faster economic growth ahead. With stable oil prices, we expect the real GDP to increase by 2.5 percent in 2017. Under this macroeconomic scenario, the exhibition industry is likely to grow just slightly below 3 percent, compared to an expected gain of 2 percent this year.”
Kevin Miller, president and chief strategist, Frost Miller
“In 2017, we will see organizers use data more effectively for trade show marketing. Conferences and trade shows live or die by the quality of their data. Old or disorganized data about attendees and prospects yields slow or no growth. Good data—both accurate existing data and creative sources of new data—spell growth and success. Because of the sophistication of digital marketing channels in particular, data allows your segmented messages to reach people directly and be shared amongst peers, significantly broadening your reach. And data-driven marketing is particularly effective for reaching millennials – a segment all shows want to grow.”
Ed Several, senior vice president, Reed Exhibitions Americas
“2017 will see a significant increase in the commercialization of new technologies leading to the launch of new events covering areas we are not familiar with today. These events will be more experiential to reflect the need to interact with these new products and learn how they can be applied.”