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January 13, 2014 Printer Friendly Version | Send to a Friend TwitterLinkedIn

Co-Locations Out of Favor in 2011, Rebound in 2013

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The fact that co-locations and co-marketing agreements are on the rise will come as no surprise to loyal readers of Lippman Connects research. A multi-year review of responses from attendees at the Exhibition & Conference Executives Forum (ECEF) pointed to an increasingly favorable climate for these arrangements. As recently as 2011, respondents were bearish on their three-year plans for continuing existing co-location agreements. At that time, only 26% gave a positive response; only half of them – a mere 13% -- said they were "very likely" to continue co-locating over the next three-year period.

What a difference a year makes. By 2012 the outlook for co-locations was decidedly more positive, with 40% saying they were "very likely" to continue existing co-locations. That is an increase of 300% in just one year.

New co-location plans started to gain favor as well; favorable responses rose from 34% to 44%. More significantly, by ECEF 2013, new co-location plans had evolved from merely favorable to enthusiastic. At ECEF 2011, only 15% were "very likely" to enter into new co-location agreements, but by 2013 that number had nearly doubled, rising to 28%.

Although no data exists on the underlying reasons for the rapid shift, it seems likely that an improving economy and accelerating plans for new launches are playing a major role in the turnaround. The industry will get a chance to update these numbers at ECEF 2014, May 28 in Washington, DC.

(What do you think? Please vote on the home page and compare your answers to the findings above).

Lippman's Take-Away: The action is heating up. Don’t wait too long to find the right partner.


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