The exhibition industry has undergone dramatic transformation since 2019, and while much attention has focused on large-scale trade shows that the CEIR Index has documented as rebounding more rapidly, a new study by the Center for Exhibition Industry Research (CEIR) reveals that small business-to-business (B2B) exhibitions are quietly thriving in ways that might surprise even seasoned event professionals.
The latest Performance Benchmark Playbook for Small B2B Exhibitions offers valuable insights from small exhibition organizers across North America. It uncovers an industry segment that has not only adapted to post-pandemic realities but is growing, thanks to a strategic mix of compelling content, digital integration and enhanced show services. To find out what offerings align with higher net profit margins, you are encouraged to download the report.
The playbook provides essential performance benchmarks, enabling small event organizers to compare their results with peers. It also highlights specific offerings and key metrics that correlate with stronger outcomes in net profit, growth in attendance, exhibit and space sales, showcasing innovative ways small exhibitions are delivering exceptional value to both exhibitors and attendees. It discusses the importance of location selection for events that rotate locations, its impact on overall event performance outcomes. Teaser alert: results urge caution, urging factoring in attendee interests and needs when considering prospective locations. It also details the profitability of international events versus those whose geographic scope are domestic.
Financial Performance Defies Expectations
Perhaps the most striking finding from the research is the financial resilience of small exhibitions. Despite operating with significantly smaller budgets and attendee bases than their mega-show counterparts, two-thirds of small B2B exhibitions are maintaining positive net profits through strategic resource allocation and financial discipline. Benchmarks breakdown the distribution of gross revenues by exhibit sales, sponsorship/advertising, attendee fees, hotel commissions and other sources. This detailed breakdown of gross revenues by category is new, not available via other sources.
Recovery and Growth Momentum
While the exhibition industry’s pandemic recovery has been uneven, the study provides encouraging evidence that small B2B events are finding their footing. The trajectory is clearly positive, with organizers reporting year-over-year improvements in attendance, exhibitor participation and financial performance.
Though the Outlook is Positive, Storm Clouds Are Forming Prompting a Need for Organizers to Have a Game Plan for Real-Time Monitoring of Key Metrics to Maximize Outcome Results for 2025 Events
Though the majority of organizers are optimistic, they also register concern about a range of macroeconomic factors that might drag down performance of 2025 events. Four out of 10 or more small event organizers indicated concern that negative headwinds from inflation, travel costs and U.S. trade tariffs may negatively impact their events. The CEIR Q1 2025 Index Quarterly Report documents that these factors have negatively impacted events that took place from January to March. These headwinds are a call-to-action to organizers to have the right metrics in place to monitor in real-time. Pivoting while sales and marketing campaigns are in play may be a must have to maximize success in 2025. This is true for events of any size and be a more pressing need depending upon the sectors served by an event.
Unlocking the Complete Picture for Small B2B Exhibition Organizers – First-Ever Offering
The complete Performance Benchmark Playbook for Small B2B Exhibitions contains detailed financial benchmarks, specific performance metrics, operational insights and actionable recommendations drawn from comprehensive survey data. Exhibition organizers and industry professionals seeking to understand this dynamic sector will find invaluable guidance for strategic planning and performance optimization.
The playbook provides complementary insights and benchmarks to the CEIR Index. This particular report is likely a first-time ever analysis for small event organizers. For organizations looking to launch new exhibitions, optimize existing events or understand the competitive landscape, this research provides essential foundation for informed decision-making.
