Last summer we conducted a survey of over five hundred clients and contacts to ascertain how event industry companies sourced their new suppliers. We wanted to know how effective printed trade directories are in a world where we are a click away from a plethora of relevant contacts and suppliers via the internet.

See below for results

RESULTS

We asked respondents to choose one answer to the following question...

When searching for a new corporate event/entertainment supplier do you:

A) Go only to your favoured trade directory/ies to find what you're looking for?
2 Percent selected A

B) Go to your favoured trade directory/ies to find what you're looking for, before trying the internet if there's nothing suitable there.
31 Percent selected B

C) Go only to the internet to find what you're looking for?
22 Percent selected C

D) Go to the internet to find what you're looking for and then try your favoured trade directory/ies?
45 Percent selected D

Additional Comments Made
Quite a number of respondents kindly gave additional thoughts:

- About five percent stated that they preferred to seek advice from colleagues first.
- Two people stated that they would only use companies found at an exhibition or trade show.
- One person said that they would never use the internet as it could not give a true picture of a company. (Our thought is that the the internet possibly gives a clearer picture than a short sales based advert).

Summary
Whilst there are a number of excellent trade directories and we will continue to have a presence within them, our spending next year will reflect the findings above and a greater proportion of our advertising budget will be spent on internet marketing. Pay-per-click advertising on the internet so far this year has been over 1050% more cost effective than our best directory advertising campaign.  

We thank all of those who took part in the survey, your input is thoroughly appreciated.

As a gentle inducement to take part in the survey we offered a case (x6) of Bollinger Champagne to the name of a respondent we drew from our ice bucket. Nicola Lee from Richards Butler will shortly have reason to invite a few friends around as it was her name drawn on 1st November.