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Digital Playbook Released for Exhibition Industry

A cross-industry collaboration representing the major players in the trade show and conference market has released the Digital Playbook.

It is a new research and guidance document meant to be an actionable tool for corporate marketers, show owners and association executives looking to optimize their social media and digital marketing processes.

The report outlines specific recommendations in three areas: revenue generation, attendee and customer engagement, and cost containment.

The aim of the Digital Playbook is to give senior marketers and exhibition industry professionals a common framework to benchmark spending, understand where customer behavior is headed and align investments to measurable business objectives.

Under the umbrella of the Center for Exhibition Industry Research (CEIR), the research arm of the exhibition industry, the group behind the Digital Playbook includes the American Society of Association Executives (ASAE), EXHIBITOR Magazine, the International Association of Exhibitions and Events (IAEE), INXPO, and George P. Johnson Experience Marketing (GPJ).

Digital Playbook

Digital Playbook

Some of the Digital Playbook’s key findings:

  • 68% currently have a digital strategy in place, leaving a digital strategy “gap”
  • 72% predicted increases in digital spend
  • 70% of all respondents customize their digital offerings to target audience segments
  • Going forward, 67% plan to invest more in mobile and social tactics
  • Email continues to be a workhorse, it’s the top ranked resource used for revenue generation and the most used tactic for cost containment

Announced Monday, August 12, the Digital Playbook is available at

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