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What’s The Most Important Issue For Exhibit Marketers?

Most important exhibit marketer issuesAs an exhibit marketer, you’re bound to have issues.   So which issues are the most important?

Exhibit marketers picked the cost of trade show marketing most often when answering the question, “Which of the following are major issues for you?” for our new white paper, The Evolving Role of Exhibit Markers.  More than three-quarters (76.6%) agreed that it’s a major issue for them.

Exhibit marketers’ second major issue is getting better results from their trade show program (61.4%).  In third place, nearly half (45%) said having to do more with fewer people is a major issue for them.

Other major issues for exhibit marketers include Justifying trade show marketing to management (39.8%), Work/life balance (33.9%), and Depending on vendors I can’t control (22.2%).   (So, does that mean working late, double-checking on a vendor, to ensure you have a provably good show?)

Here’s how 171 exhibit marketers rank 8 major issues:

Major issues for Exhibit Marketers


Two issues felt more by island trade show exhibitors

Larger exhibits are more complex and require interaction with more vendors and more internal team members.  Perhaps that’s why island exhibitors are two and a half times more likely than inline exhibitors to agree that “Depending on vendors I can’t control” is a major issue, and more than three times more likely to feel that “Getting multiple stakeholders to agree on direction” is a major issue.

Enduring Problems

Surprisingly, answers to exhibitor’s top two issues were already detailed in Skyline’s white paper What’s Working In Exhibiting.

Well, no one said exhibit marketing would be easy.  So for the 19.3% that answered that learning the skills to exhibit well is a major issue, we dedicated this blog to you.

Evolving Role of Exhibit Marketers: free white paperLearn more about how exhibit marketers like you have adapted to today’s changes by getting your own copy of The Evolving Role Of Exhibit Marketers, the new 36-page White Paper from Skyline Exhibits and Tradeshow Week Magazine. Get your free copy by clicking here now.


About the Author

Mike Thimmesch is the Principal at Thimmesch Marketing. For over 25 years, he has created and implemented innovative marketing, lead generation, and exhibiting strategies that profitably grow company sales and brand awareness. Mike rose to Director level at Skyline Exhibits, where he helped generate over a half million leads, resulting in over $1 billion in sales. He published 11 industry white papers and eight exhibiting books, presented over 100 trade show webinars, and wrote over 200 exhibit marketing blog posts.

One response to “What’s The Most Important Issue For Exhibit Marketers?

  1. Great information! I’m not surprised to learn that marketing costs are the number concern at trade shows. Creating interest in your target market is the single most important aspect of any industry. To save costs, many businesses are developing ways to use web-based marketing to reduce costs and target a more specific group of consumers. A recent blog on presents tips on how trade show managers can use web-based marketing to enhance their trade show. (

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