The survey attempted to analyse the correlation between company participation in exhibitions and events — and its impact on company sales and long-term business benefits. Of the companies surveyed, 56% reported growth in sales of 10-30% in the period immediately following participation in an event. More specifically, in the month following their participation, a third (33%) of respondents quoted 10-20% sales growth and almost a quarter (23%) experienced impressive increases of 20-30% after attending and exhibiting.
Companies also highlighted the critical role of conferences, exhibitions and events as marketing tools. Almost all (93%) saw a significant increase in interest in their products and services in the period immediately following participation, while 23% said it helped them secure new clients and contacts. More than two thirds (67%) of companies exhibit to increase brand awareness among key audiences, while 47% use events as a platform to showcase their latest goods or services and engage directly with customers. More than half (53%) participate to increase sales and consumption of their products and services.
“Our research proves that not only do events and exhibitions provide a platform for brands to interact directly with key audiences and expand their customer base, but that they clearly have a direct impact on a company’s bottom line. As the leading events company in the Middle East, we are committed to providing the ideal platform for customer engagement and business networking by hosting a truly global calendar of world-class events and offering tools and support that allow companies to achieve the most out of an event, and ultimately have a positive impact on their business.
The collective events will occupy the majority of ADNEC and are expected to deliver in excess of 50,000 visitors over the three days. Companies across the region have recognized what this could mean in terms of increased brand awareness and revenue generation, and as such, established names such as Sony Playstation, Poggenpohl, Kidzania and BOSE have already signed up.” Ashley Roberts, Event Director, dmg :: events Middle East
The research was commissioned by dmg :: events Middle East, in attempt to gain support for its upcoming 2013 event. A wholly-owned subsidiary of the Daily Mail and General Trust plc, dmg :: events Middle East organized a total of 28 events within the last two years. This year’s 2013 calendar includes the highly anticipated Life & Style Show UAE the region’s largest consumer lifestyle event.
Taking place from December 5-7, 2013, The Life & Style Show UAE will comprise of six individual shows;
- Speed & Power
- Home & Living
- Fashion & Beauty
- Gizmos, Gadgets & Tech
- Sport & Leisure and Toys
- Hobbies & Games
With thousands of exhibitors and visitors expected to attend, The Life & Style Show UAE will be the largest-ever consumer show in the Middle East and is set to become a firm favourite on the UAE events calendar.
The event will be held at the Abu Dhabi National Exhibitions Centre. Owned and operated by the Abu Dhabi National Exhibitions Company (ADNEC), the Centre is the largest exhibition venue in the Middle East. It is part of an international venue development and business management company overseeing the Abu Dhabi National Exhibition Centre, ExCeL London, the Al Ain Convention Centre, Capital Gate and Capital Centre, collectively called the ADNEC group.
The Abu Dhabi National Exhibition Centre was inaugurated in February 2007 by His Highness Sheikh Khalifa Bin Zayed Al Nahyan, President of the UAE and Ruler of Abu Dhabi. The venue’s flexible and interconnected halls allow for a diverse yearly calendar of over 100 events and can accommodate up to 1.8 million annual visitors, which are increasing by approximately 20% each year.