CEIR 专题会议：参展商营销预算的实际流向——行业基准与优化预算效能的途径(CEIR Session: Where Exhibitor Marketing Budgets Really Go: Industry Benchmarks And Ways to Make Them Work Better)

如今，参展商如何分配营销预算？这些分配方式与疫情前的常态相比有何变化？资金主要投向何处？又采用哪些指标来衡量成效？本次网络研讨会将展示 CEIR 关于营销渠道投入、参展目标、绩效指标及各项直接支出类别的最新研究成果，并深入探讨参展策略的演变趋势。在这场首次联合举办的网络研讨会上，来自 CEIR 的 Nancy Drapeau 与《EXHIBITOR》杂志的 Emily Olson 将结合数据分析与实际应用展开探讨。Nancy 将分享关于预算分配趋势、参展商关注重点及绩效基准的关键发现，而 Emily 则会结合实际案例与最佳实践，对这些数据进行深度解读与拓展分析。

讨论将重点关注参展商如何实现核心目标（包括潜在客户开发、品牌建设及面对面互动），以及整合营销（含数字渠道）如何支持整个展会生命周期内的互动交流。此外，会议还将探讨沟通策略如何调整，以便有效地触达并吸引不同世代的受众。展望未来，本次会议将审视参展商的规划，并就如何选择合适的展会、优化参展投入以及调整策略以实现投资回报率（ROI）最大化提供实用指导，助您在稳定却不断变化的市场中把握机遇。

学习目标：

• 了解当前的投资模式
• 掌握如何将数据应用于策略制定
• 优化参展成效与投资回报率（ROI）

IAEE 和 CEIR 的网络研讨会向会员免费开放，非会员需支付 79 美元。

How are exhibitors allocating marketing budgets today and how do those allocations compare to pre-pandemic norms? Where is spending concentrated, and what metrics are used to evaluate success? This webinar presents the latest CEIR research on marketing channel investment, exhibiting objectives, performance metrics, and direct spend by expense category alongside insights into how exhibit strategies are evolving. In this first-ever joint webinar, CEIR’s Nancy Drapeau and EXHIBITOR Magazine’s Emily Olson combine data and application. Nancy shares key findings on budget allocation trends, exhibitor priorities, and performance benchmarks, while Emily challenges and expands on the data with real-world examples and best practices. 

The discussion highlights how exhibitors are driving results across core objectives, lead generation, brand building, and face-to-face engagement, and how integrated marketing, including digital channels, supports engagement across the full event lifecycle. It also touches on how communication strategies are adapting to effectively reach and engage audiences across generations. Looking ahead, the session examines exhibitor plans and offers practical guidance on selecting the right events, optimizing exhibit investments, and adapting strategies to maximize ROI in a stable but evolving market. 

Learning Objectives: 

• Learn to the current investment patterns 
• Discover how to apply data to strategy 
• Optimize exhibit performance and ROI 

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IAEE and CEIR webinars are free to members and available to non-members for $79.

完成本次课程后，您将获得 0.75 学时，可用于 CEM 再认证。

 Upon completion, this session is eligible for 0.75 clock hours towards CEM recertification.