Business-to-business exhibitions, consumer events, conferences/ confexs, etc. All have proved to be highly resilient to changes in the media landscape brought about by digital. This is due to their ability to bring buyers and sellers together face-to-face. Many of the large, traditional B2B publishers have switched their energies from print titles to events and with good reason:
“Before a show, 32% of visitors viewed events as the ‘best marketing as you can interact and compare to others’, but this rose dramatically to 74% post-show, including an uplift in positive sub-conscious feelings for one in five people.” AEO
Of the largest businesses in the global events industry, the UK can count two in the top four: Reed Midem (1) and UBM (4).
The sector is an excellent field in which to work. Why? It’s experiencing solid growth, receiving strong investment from event organisers, it’s very popular with marketing professionals and it’s an exciting sphere in which to work and interact with clients.
