FACTSHEET: EEAA MARKET MONITOR #3 INSIGHTS

By Exhibition and Event Association of Australasia, 30 April, 2013


Released: 30 April 2013

FACTSHEET
 
EEAA MARKET MONITOR #3 INSIGHTS
2012 Annual Report and July – December 2012 Six Months

The Exhibition and Event Association of Australasia implements a regular survey of members designed to capture insights about the health and performance of the exhibition and events industry. Independent research company, Micromex Research, produces the Market Monitor every six months. The following results cover the reporting for July to December 2012 and summarises the results for the full January – December 2012 calendar year.
 
The insights of the EEAA Market Monitor track key facts and trends that demonstrate the health of the industry and its significant economic impact.
 
The July to December 2012 sample consisted of 87 unique respondents – including 19 organisers, 47 suppliers and 21 venues. This sample size represents 76% of total EEAA members and provides a low sampling error.
 
KEY OUTCOMES: FOR SURVEY PERIOD – 2012 CALENDAR YEAR

NEW EVENTS

  • A total of 16 new events are expected to be held in 2013 (this indicates fewer new event activities than previous research, from 27 to 16, which could lead to a decline in 2013)
  • New events cover industries including lifestyle, business, hospitality, health, home, retail/wholesale and travel
  • 53% of organisers are expecting to hold at least one new exhibition in 2013
  • Victoria dominates new events with 50% of all proposed new events to be held in Victoria
  • NSW represents 38% of proposed new events

EXHIBITION NUMBERS

  • EEAA Organiser members organised 146 events
  • EEAA Member Venues hosted 604 events, including 157 new events
  • 24,109 exhibitors participated in events organised by EEAA members
  • 1.346 million visitors attended EEAA member events, an average of 9,217 per event
  • Approximately 538,000m² of exhibition space was sold utilising over 1.15 million m² of venue space
  • 14% of organisers’ overall shows were new, whilst 26% of venues’ overall shows were new2,847 full time staff were employed, 5,352 part-time staff and 7,221 contractors
  • The Lifestyle sector is the predominant type of show operating, representing 38% of all shows, followed by Energy and Resources, Health, Hospitality and retail/wholesale

EXHIBITIONS GENERATING PAID CONFERENCES AND SEMINARS

  • Overall, 25% of shows had a paid conference or seminar program alongside the event
  • 52% of trade events had a paid conference program
  • 10% of consumer events had a paid conference component

TRADE AND CONSUMER EVENTS

  • Trade events had the largest exhibitor base with 14,846 participants and attracting 383,308 visitors
  • Consumer events drew 909,993 visitors with a total of 8,618 exhibitors
  • Retail/wholesale sector dominates trade events, accounting for 15% of all events (or 24% of trade events)
  • Lifestyle dominates consumer events, representing 14% of total events (or 40% of consumer events)

ANNUAL TURNOVER

  • Total approximate 2012 turnover for EEAA member Suppliers is $398 million
  • On average, Suppliers’ annual turnover for 2012 calendar year was $4.6 million
  • Venues attribute 30% of their turnover to the exhibitions industry
  • 69% of Suppliers stated their average turnover for 2012 exceeded one million dollars
  • On average, the exhibitions industry accounts for 61% of Suppliers’ 2012 turnover, with 60% of Suppliers attributing the industry with over 50% of the 2012 turnover
  • On average, the exhibitions industry accounts for 30% of Venues’ annual turnover, with 51% of venues attributing over 25% of their 2012 annual turnover to the exhibitions industry

MARKETING MEDIUMS

  • Event websites is seen to be the most important marketing medium for Suppliers
  • Event websites and EDM were cited as the most important marketing mediums for Event Organisers
  • Event websites and public relations were seen to be the most important marketing mediums for Venues

INDUSTRY OUTLOOK AND IMPACTS ON FUTURE BUSINESS

  • Suppliers and organisers identified decreasing exhibitor budgets, building and construction at venues, domestic economy, cost of doing business and cost of hiring staff as the most frequently cited industry impacts
  • The cost of doing business, building and construction at venues and the cost of marketing were the most strongly emerging issues that will impact the industry over the two reporting periods
  • 53% of organisers surveyed indicated they would present new events in 2013
  • Overall, suppliers report positive business growth, with 47% stating turnover had increased from the previous financial year and only 20% reporting a decrease

ABOUT THE EXHIBITION AND EVENT ASSOCIATION OF AUSTRALASIA (EEAA)
The Exhibition and Event Association of Australasia (EEAA) is the peak association for the exhibition and event industry, representing 27 organisers, 25 venues and 87 suppliers. As a not-for-profit organisation, EEAA’s primary objective is to maintain high industry standards and ensure industry growth by promoting the professionalism of EEAA members and unique benefits offered by exhibitions.

For more information contact: [email protected] or telephone +61 2 9413 9520

OTHER EEAA DATA SOURCES:
CAB Insights: for visitor numbers including interstate and overseas data relating to the top 30 exhibitions

CONTACTS
Joyce DiMascio
General Manager
Exhibition & Event Association of Australasia
02 9413 9520
[email protected]

 

Source: Exhibition & Event Association of Australasia