1、UFI Research:An OverviewGlobal Barometer Bi-annual report on industry developments.World Map of Venues Global report on venue capacity developments.Economic Impact Study Report on the value of exhibitions globally and regionally.United Nations Sustainable Development Goals Report on the economic,soc

2、ial&environmental impacts of a number of exhibition industry projects.Status of Sustainability Report on the status of sustainability in the exhibition industry,including results from surveys conducted by UFI research partner Explori.COVID Related Research Data,reports,and standards covering the exh

3、ibitions industry.Global Visitor and Exhibitor Insights Data driven research reports on visitor feedback and exhibitor expectations.Best Practices Compendiums Case studies of successful industry developments.Special Industry Topics A wide ranging selection of bespoke reports into specific industry t

4、opics.Euro Fair Statistics Annual list of certified data for Europe by country.The Trade Fair Industry in Asia Annual analysis of market developments for Asia/Pacific by country.The Exhibition Industry in MEA Overview of the exhibition market in the MEA region.The Exhibition Industry in Latin Americ

5、a The first comprehensive overview by UFI of the exhibition industry Latin America.GlobalReportsRegionalReportsTopicalReportsFocused reports on challenges and developments within the exhibition industry.Regular market overviews on UFIs chapter regions.Analysing the global exhibition industry with gl

6、obal comparisons.UFI Research Patron:Freeman is the worlds leading brand experience company.They help their clients design,plan,and deliver immersive experiences for their most important audiences.Through comprehensive solutions including strategy,creative,logistics,digital solutions,and event techn

7、ology,Freeman helps increase engagement and drive business results.What makes them different is their collaborative culture,intuitive knowledge,global perspective,and personalized approach.UFI Research is available at www.ufi.org/researchFebruary 2022|The impact of COVID-19 on the marketing of exhib

8、itions I by UFI Marketing Working Group 3UFI Marketing Working Group Trends are always important,and interesting to watch.And it is all the more relevant in these first weeks and monthsof the year where we have a chance to look at the post-covid world of“new normal”.So what do we see more in thefiel

9、d of marketing of exhibitions?What do we see less?Where are reliable constants and structural breaks?And whatis new anyway?In other words,has COVID-19 changed the marketing of exhibitions?Driven by these questions,the UFI Marketing Working Group conducted a survey among UFI members.The goal wasto co

10、llect empirical evidence of whether there are relevant changes in the marketing of exhibitions comparing the pre-and the post-covid worlds.The UFI Marketing Working Group gratefully acknowledges the support of the Messe Mnchen market researchdepartment in this study and thanks Johannes Knoll for his

11、 assistance.UFI Marketing Working Group MissionAny topic that moves our customers in the exhibition world moves the UFI Marketing Working Group.This workinggroup takes a customer-centric perspective on industry matters related to the marketing of trade fairs,exhibitionvenues and related services.It

12、provides a platform to benchmark new concepts,develop ideas and exchangeexperience.MembersAre passionate experts with extensive experience in marketing and the exhibition industry overall.February 2022|The impact of COVID-19 on the marketing of exhibitions I by UFI Marketing Working Group Dorota Wal

13、luschVice-ChairGrupa MTP(Poland)Angela HerberholzUFI LiaisonUFI(France)Dr.Holger FeistChairMesse Mnchen(Germany)February 2022|The impact of COVID-19 on the marketing of exhibitions I by UFI Marketing Working Group 5Study Characteristics Exhibition organizer55%Exhibition organizer&venue operator39%Ot

14、her6%Company typeAfrica2%Asia-Pacific29%Central&South America6%Europe54%Middle East6%North America3%Region of origin7%28%24%14%16%11%1000Company size(number of employees)Has COVID-19 affected the marketing of exhibitions?What has changed and what has remained stable?Online survey among UFI members c

15、onducted in November 2021.184 participants(sample characteristics are presented below).MethodResearch QuestionsSampleCompared to pre-crisis,marketing hybrid,digital and confex events became significantly more important during COVID February 2022|The impact of COVID-19 on the marketing of exhibitions

16、 I by UFI Marketing Working Group 6Marketing hybrid eventsMarketing digital eventsCorporate Social Responsibility/sustainability/climate protectionMarketing confex formatsMarketing additional servicesMarketing automationCustomer journeyCost efficient marketing communicationMarketing funding/budgetin

17、g1.02.03.04.05.06.0Average importanceNov 21pre-crisisSource:UFI Marketing Working Group,survey among UFI members with 184 respondents1=not at all important 6=extremely importantImportance of marketing topics:pre-crisis vs.Nov.2021(part 1)whereas visitor and exhibitor acquisition as well as the marke

18、ting of physical events stayed as important as beforeFebruary 2022|The impact of COVID-19 on the marketing of exhibitions I by UFI Marketing Working Group 7MatchmakingSpeaker acquisitionLead conversionReach/media coverageValue propositionExhibitor acquisitionVisitor acquisitionMarketing physical eve

19、nts1.02.03.04.05.06.0Average importanceNov 21pre-crisisSource:UFI Marketing Working Group,survey among UFI members with 184 respondents1=not at all important 6=extremely importantImportance of marketing topics:pre-crisis vs.Nov.2021(part 2)Winning customers through a clear value proposition and a co

20、nvenient customer journey cost efficiently is currently keyFebruary 2022|The impact of COVID-19 on the marketing of exhibitions I by UFI Marketing Working Group 8Source:UFI Marketing Working Group,survey among UFI members with 184 respondents1=not at all important 6=extremely important44.555.56Cost

21、efficient marketing communicationCustomer journeyValue propositionExhibitor acquisitionVisitor acquisitionAverage importanceTodays most important topics in the marketing of exhibitionsHalf of the marketeers focus their marketing now on different regions,frequently concentrating more on their home re

22、gionsFebruary 2022|The impact of COVID-19 on the marketing of exhibitions I by UFI Marketing Working Group 9Do your current marketing activities focus on different geographical regions,compared to pre-COVID?Yes51%No49%11%53%16%61%23%19%AfricaAsia-PacificCentral&South AmericaEuropeMiddle EastNorth Am

23、erica60%companies from Asia-Pacific72%companies from EuropeWhich geographical regions do you now focus on more,compared to pre-COVID?Source:UFI Marketing Working Group,survey among UFI members with 184 respondentsFocus of marketing regionsFebruary 2022|The impact of COVID-19 on the marketing of exhi

24、bitions I by UFI Marketing Working Group 10The challenges marketeers told us they are currently facing reflect this finding clearlyThe most pressing challenges in the marketing of exhibitionsCoping with the uncertainty and restrictions resulting from COVIDRecovering the trust of exhibitors and visit

25、orsDealing with budget constraints and cost efficiencyConvincing international exhibitors and visitors despite travel restrictionsBuilding and selling digital platforms and eventsHiring,motivating and retaining talentsReaching the right target groupsMaking matchesCompeting with other marketing chann

26、els(budget shifts)Automating marketingSource:UFI Marketing Working Group,survey among UFI members with 184 respondents,results present a summary of the answers to an open-ended question asking for the most pressing challenges February 2022|The impact of COVID-19 on the marketing of exhibitions I by UFI Marketing Working Group 11Get in touchIf you are curious about this survey and/or if you are interested to learn more about the UFI Marketing Working Group,please contact Angela Herberholz at angelaufi.org.