Spending on trade shows is down, but not drastically

CHICAGO - The Trade Show Exhibitors Association (TSEA) today announced results from its 2009 Exhibit Management Survey of nearly 300 professionals who use exhibits, events or face-to-face marketing to promote and sell their products. Overall, budgets for exhibiting and the number of trade shows that exhibitors plan to attend are set to decline in 2009 - but only by about 17% - most likely because trade shows are still a primary means for generating sales leads.

TSEA's Exhibit Management Survey was both anonymous and confidential, and it covered a wide range of topics, from event budget allocation to staff training and salaries. Following are several key findings from the survey. Full results.

-- Exhibitors attended an average of 30 trade shows in 2008 and expect to attend 25 in 2009

-- Trade shows will account for one third of an organization's overall marketing budget in 2009

-- Budgets for exhibiting will decrease from an average $459,100 in 2008 to $381,000 in 2009

-- Corporate private event spending will decrease 30% from 2008 to 2009

-- Spending for medical/healthcare/pharmaceutical industry events will increase 5% in 2009, but spending for technology shows will decrease 46%

-- Only half of exhibitors surveyed offer staff training programs

-- The average industry salary was almost 25% higher for males than females

"The 2009 Exhibit Management Survey was a huge success because so many of you took the time to participate, and we really appreciate it," said TSEA President and CEO Margit Weisgal. "What we learned from this survey is that the trade show industry outlook is far from bleak. While spending is down, it is not drastic because the value of trade shows is indisputable -- they produce revenue."