Using exhibit industry research makes it easier to sell the value of face-to-face marketing in addition to the merits of your event. Doug Ducate, President and CEO of the Center for Exhibition Industry Research (CEIR) says the trade show industry has been unsuccessful in promoting itself because organizers choose to promote their events rather than the industry, which makes the entire industry vulnerable. “We need to build a case for our industry that begins with research that thoroughly documents the value of exhibitions and proves the serious results-oriented nature of our businesses,” Ducate says. “That data can then be used to promote our industry and protect our No. 1 marketing position.” For an industry wish list, read “What Would You Change About the Industry?” in the February 2007 issue of EXPO.