Trade exhibitions follow word of mouth as most important marketing communication

UBM Live-commissioned research has shown that trade exhibitions are a vital cog in the marketing machine.

Trade exhibitions follow word of mouth as most important marketing communication
Trade exhibitions follow word of mouth as most important marketing communication

Independent company Fusion Communications' research shows that, after word of mouth, 81% of those surveyed believe trade exhibitions to be more important than any other part of their strategy.

Trade exhibitions were ranked as more important than mediums including email marketing, online and direct mail.

"2009 has proved to be a tough year for the event industry, which is why it is vitally important to deliver top-class events for both exhibitors and visitors," said UBM Live group director Simon Parker:

"The findings from the research are a testament to all of this hard work and illustrate the growing importance of exhibitions in the marketing mix."

UBM has also boasted 100% ‘good or excellent' feedback from its International Firex show.

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