Exhibitions must specialise to attract

IT vendors fail to tailor offerings to the needs of the audience

IT vendors are not making efficient use of exhibitions and need to specialise, according to a report published by consultancy IT Exhibitions Audit.

While 70 per cent of IT companies plan to cut spending on broad-based exhibitions, marketing managers recognise that exhibitions play a significant role, but only if vendors tailor offerings to the needs of the audience.

"The IT industry cannot afford to be misallocating people, funds and resources," said Peter Heath, managing director of IT Exhibitions.

The report advised exhibitors to "align their objectives to the desires of visitors, or use other marketing methods that deliver their key objectives more cost-effectively".