In their latest Exhibition Industry Research report, ‘What Attendees Want from Trade Exhibitions,” CEIR aims to provide valuable up-to-date insights into what attendees are looking to achieve when they visit business-to-business exhibitions.
Key findings include:
• The top-ranked reasons for attending tradeshows is a blend of coming to see what is new and having a chance to interact with experts. Seeing new technology, having the chance to talk to experts and gaining industry insights achieved the highest-importance scores.
• Tradeshows are doing well in meeting the attendee needs, with more than a majority of attendees saying their top-ranked important needs are met. Additionally, there are areas of opportunity for exhibitors and organizers to further ramp exhibition value in meeting shopping needs as they relate to current problems as well as purchase decisions.
• Nearly the same percentages of attendees come to shop (69 percent) or learn (66 percent). Many attendees have dual agendas when they visit exhibitions, looking to serve both organizational and personal needs.
The study was conducted by Jeff Tanner, Ph.D., professor of marketing at Baylor University, and Nancy Drapeau, PRC, research director of the Center for Exhibition Industry Research (CEIR) using a panel of exhibition attendees provided by ResearchNow. The study was made possible by a grant from the CEIR Foundation and is available at http://www.ceir.org.
CEIR aims to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position.