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b2b Events Poised for Growth
Wednesday, May 5, 2010
Steve Smith

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While b2b magazines may be facing a new lower baseline of print ad activity after this downturn eases, b2b events could bounce back to pre-recession levels of spending says Jordan, Edmiston Group (JEGI) managing director Richard Mead in a new brief. “The b2b event industry is entering a new era of growth, driven by important secular changes to the b2b marketing model,” he says.

Companies that can successfully leverage the enduring value of face-to-face events with ongoing 24/7 online communities will be the leaders in the space. He expects increased M&A activity for b2b events over the next few years. “We subscribe to the view that the first-to-market with a holistic b2b media model that fully embraces face-to-face and online marketing will win the valuation race.”

Mead sees some key drivers and trends providing growth and innovation in events in the coming year. Using the Internet to bind event attendees to a show brand on an ongoing basis will be a keystone of future models. Producers will be increasing the ROI for attendees and exhibitors through custom events and an increased role for content at many expos.





Mead believes there is pent up demand for M&A in the events space because there has not been tremendous consolidation. There are over 10,000 events in the U.S. b2b industry. “From recent discussions with event industry leaders, expectations are high that M&A deal volume and value will begin to recover in 2010, after two years of decline, and then likely increase at a faster pace than occurred after the 2001-2002 recession,” Mead says.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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