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FEATURE Continued from page 42 3 TOP 7 CMO MEASURES TO GAUGE MARKETING SUCCESS Marketing ROI Customer Experience Conversion Rate/New Customers Overall Sales Marketing-Influenced Sales Revenue Per Customer Social Media Metrics 4 U.S. B-TO-B MEDIA SPEND BY CHANNEL (2005-2015) Category B-to-B Outsourced Custom Publishing E-Media B-to-B Magazines Webinars & Other Online Live Events Seminars & Conferences Trade Shows Overall B-to-B Media Spend * Forecast 5 2005 7% 9% 40% 0% 8% 36% $27 BIL 2010 7% 18% 30% 3% 9% 33% $27 BIL 2015* 8% 25% 23% 6% 9% 30% $36 BIL Sources: VSS, AMR International analysis SELECTED EMERGING EXHIBITION MARKETS: GROWTH AND KEY CHALLENGES Country 1 China Brazil Hong Kong Russia 2 Turkey GCC India Mexico 200-700 Market Size 2011 ($m) 1,300 500 CAGR 2010-2015 Key Challenges 9% 10% 6% 7% 8% 9% 10% 10% Limited venue capacity Corruption / Red tape Market centered on Istanbul. Strength of position of incumbent venue owners and organizers Limited opportunity outside Dubai Limited venue capacity High association ownership of top 20 shows. Limited venue capacity in Mexico city Sources: Globex 2011, AMR International analysis TO DOWNLOAD A COPY of the white paper, go to: http://www.amrinternational.com/whats_new/news 44 May 2012 | Trade Show Executive High-level of competition for large attractive independent targets Denzil Rankine, EXECUTIVE CHAIRMAN OF AMR INTERNATIONAL LTD. Web-based resources — including webinars, white papers, email newslet- ters, online directories, e-magazines, online expert forums, industry portals and social media — have clearly become established information sources for ex- hibitors and attendees. "While these fall short of offering the same value as face-to-face, they have taken share of visitor time from traditional media, such as trade shows," said Rankine. "Organizers who are unable to engage visitors outside their physical event through development of some of these tools may find themselves competing for a diminishing share of visitors' attention." Mature vs. Emerging Markets Even before the downturn, mature markets, such as the U.S., posted slower growth rates. For example, U.S. square footage sales only increased by a com- pounded annual growth rate (CAGR) 63% 58% 48% 45% 42% 42% 38% Source: IBM CMO Report 2011 technology tools are making that easier for show producers. In addition, B-to-B social media, which grew by 81% between 2008 and 2011, is quickly becoming an essential tool. "But we believe the real opportunity lies in increasing share of visitor time outside the show," said Rankine. "With growth in B-to-B mobile and online usage continuing apace, these channels will increasingly be digital, and in particular, interactive." The real opportunity lies in increasing share of visitor time outside the show. With growth in B-to-B mobile and online usage continuing apace, these channels will increasingly be digital, and in particular, interactive.