DALLAS, 7 May, 2013 – Today, the Center for Exhibition Industry Research (CEIR) issued a report from The Role and Value of Face-to-Face Interaction Study Series titled Generational Differences in Face-to-Face Interaction Preferences and Activities.
Generational research is a hot topic in light of the forthcoming, massive generational shift in the workforce. In 2015, it is expected that Millennials will overtake Boomers as the larger portion of the workforce. As Boomers begin exiting to retirement, Millennials will share ranks with Traditionalists, Boomers and Gen Xers.
This report offers an in-depth look at shared and unique preferences and behaviors relating to face-to-face marketing, which can help organizers meet the face-to-face marketing preferences and needs of each generation.
CEIR Research Director Nancy Drapeau, PRC, said, “The good news is that face-to-face interactions at exhibitions are highly valued by professionals of all generations, including younger professionals. The fear that the relevance of this medium will wane with younger professionals is not evidenced in this study; however, there are differences organizers and marketers need to understand.”
Key findings of note:
- Though the top five, ranked reasons for attending are the same across generations, motivations for attending diverge thereafter. The majority or more professionals of all ages come to look for new products, gain insights on industry trends, network with colleagues, see and talk with current vendors/suppliers, and look for new products/vendors. Additionally, younger attendees also seek to gain inspiration and motivation for their jobs; while more Older Millennials/Young Gen Xers and Boomers also go to attend conference programs or sessions.
- For all age groups, exhibits at exhibitions are ranked number one for delivering important face-to-face interactions for job performance.
- In looking at the value exhibitions deliver today compared to two years ago, as well as looking forward to the near-term future, most professionals (90 percent+) say the value is the same or greater. The perception of increased value is greatest among the youngest professionals (approximately 50 percent+), both in terms of the value exhibitions deliver today as well as anticipated value in the next two years.
- One last key finding of note relates to the effect of online interactions with attendance at exhibitions and conventions. For most attendees, interacting online has no impact on attendance to trade exhibitions. A larger percentage of younger professionals indicate interacting online has increased attendance to trade exhibitions -- 26 percent of Older Millennials/Young Gen Xers and 31 percent of Millennials.
The Role and Value of Face-to-Face Interaction study series examines the long-term value of face-to-face marketing and exhibitions in particular in light of major economic fluctuations and the influx of technology and alternative marketing tactics, including digital media. More than 9,000 attendees and 800 exhibitors participated in this initiative. The study was made possible by a grant from Center for Exhibition Industry Research Foundation.
IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.
About CEIR
CEIR serves 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. For additional information, visit www.ceir.org.
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Media Contact:
Susan Brower, CMM, CCP
+1 (972) 687-9207
sbrower@ceir.org
Industry Growth Still Seen Despite Sluggish Economy
DALLAS, 8 April 2013 – The Center for Exhibition Industry Research (CEIR) released the CEIR Index Report, an Analysis of the 2012 Exhibition Industry and Future Outlook today at the SISO CEO Summit. Overall the industry showed growth of 1.5 percent but unfortunately fell short of its optimistic forecast for the year. The outlook for growth in 2013 is not substantial, however, significant pick-up is expected for 2014 and 2015 with positive and accelerated growth over the long term.
CEIR Chairman of the Board, Greg Ortale, President & CEO of the Greater Houston Convention and Visitors Bureau, said, “There is no question that the economy hit the exhibition industry hard, and the CEIR Index accurately identifies the specific impact on the 14 sectors. We have recognized this, and we know that there are economic cycles, and while some are longer than others, over time we will recover and so will the convention and exhibition market.”
Each metric measured by the Index saw positive growth in 2012. Net Square Feet (NSF) grew 1.2%, the number of Exhibitors increased 0.5%, the number of Attendees increased 2.5%, and Real Revenues grew 1.6%.
CEIR Index for the Overall Exhibition Industry, 2009=100
CEIR Index for the Overall Exhibition Industry (% change)
CEIR Economist Allen Shaw, Ph.D., Chief Economist for Global Economic Consulting Associates, Inc. said, “2012 was an interesting year. Despite the fear of the so-called “fiscal cliff” intensified over the year, seven sectors outperformed or were on target with our predictions whereas seven other sectors underperformed. We are pleased that there was growth overall and the coming year should see continued recovery in most sectors covered by the Index, in line with a moderate expansion of the macro economy.”
In addition to the Overall, 11 sectors showed growth in 2012. Financial, Legal and Real Estate (FN) and Transportation (TX) showed the most growth exceeding expectations with 7.4% and 6.7% respectively. Additionally, Communications and Information Technology (IT) (4.2%), Food (FD) (3.5%), Discretionary Consumer Services (CS) (2.8%), Sporting Goods, Travel and Amusement (ST) (2.5%) and Consumer Goods and Retail Trade (CG) (2.5%) showed stronger than anticipated growth. In contrast, Education (ED) (-3.9%), Government (GV) (-2.4%), Building, Construction, Home and Repair (HM) (-1.1%) and Medical and Health Care (MD) (0.1%) experienced negative or negligible growth. On a positive note, even though HM has shown negative growth each year since 2008, the 2012 decline was the smallest since the beginning of the collapse of the housing industry.
CEIR Index by Sector, Year-on-Year % Change 2012
As an objective measure of the annual performance of the exhibition industry, the CEIR Index measures year-over-year changes in four key metrics to determine overall performance: Net Square Feet of Exhibit Space Sold; Professional Attendance; Number of Exhibiting Companies; and Gross Revenue. The CEIR Index provides exhibition industry performance across 14 key industry sectors: Business Services; Consumer Goods; Discretionary Consumer Services; Education; Food; Financial, Legal and Real Estate; Government; Building, Construction, Home and Repair; Industrial/Heavy Machinery and Finished Business Inputs; Communications and Information Technology; Medical and Health Care; Raw Materials and Science; Sporting Goods, Travel and Entertainment; and Transportation.
After its initial release, a forecast update of the Index will be presented at the CEIR Predict conference in New York City on 12 September 2013. Exhibition organizers who contributed data to the Index will receive the Index with the Introduction and Methodology, the Macro Economy and Overall Exhibition Industry, and the sector report in which their event(s) fall. For information on how to purchase the complete CEIR Index, click here. For more information about contributing to the Index or about the Predict conference visit www.ceir.org/predict.
CEIR sincerely appreciates the support it has received from sponsors of this year’s Index:
Title Sponsors:
Global Experience Specialists: GES
Houston Convention and Visitors Bureau
Platinum Sponsors:
Freeman
McCormick Place/SMG
Orange County Convention Center
Gold Sponsors:
New Orleans Convention & Visitors Bureau
Reed Exhibitions
Event Sponsors:
a2z Inc.
4imprint
bxb Online
Break Sponsor – Trade Show Executive
Mobile App Sponsor - Wyndham Jade
Media Sponsor - CNTV
Registration Sponsor- Experient
For more information about the CEIR Index or CEIR Predict, contact Executive Director Cathy Breden, CAE, CMP or call +1 (972) 687-9201.
About CEIR
The Center for Exhibition Industry Research (CEIR) serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering research-based knowledge 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. For additional information, go to www.ceir.org.
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Contact:
Susan Brower, CMM, CCP
+1 (972) 687-9207
sbrower@ceir.org
DALLAS, 2 April 2013 – Today, the Center for Exhibition Industry Research (CEIR) issued a new report, Attracting Attendees, that helps readers explore attendee preferences and understand how best to attract and engage attendees to an exhibition or to visit a booth.
Research results come from a recently completed study that is a repeat and extension of a project last done 10 years ago. It provides highly-valuable up-to-date insights on how to effectively market to attendees and communicate with them on-premise at an event.
Provided below are overall, key findings:
- Personal discussions are very likely to influence a prospect to attend. Ranking highest in importance for considering whether to attend an exhibition for personal discussion was email from colleagues followed by word of mouth.
- Most attendees, 94 percent, engage in pre-planning activities, presenting exhibition organizers with opportunities to engage pre-registrants to motivate them to attend. The most popular activities include choosing or registering to attend an education session/workshop (63 percent), searching the exhibitor directory (56 percent) or registering to attend special events (56 percent).
- When it comes to information sources relied upon when an attendee is at an event, surprisingly the printed exhibition catalogue is still the most used resource, with 70 percent noting using the printed exhibition program. Only 24 percent use a smart phone/mobile version of the program. This low-usage level may be as much a function of limited availability as it is to preference and merits watching as smart phone and mobile device usage continues to climb and more events offer this alternative to attendees.
- Over one-half, 53 percent, rely on information provided by exhibitors, thus suggesting an opportunity for exhibition organizers to consider: offering exhibitor marketing programs to help boost attendance.
CEIR Research Director Nancy Drapeau, PRC, said, “This report provides very important, current insights to help organizers and exhibitors align their marketing approaches with current attendee behaviors and preferences. Some long-standing practices still work today while other practices are not apt to be as effective as they were in the past. This report also highlights differences by different attendee characteristics such as age and frequency of attending.”
Jeff Tanner, Ph.D., Professor of Marketing at Baylor University noted, “This study highlights the importance of knowing your audience. With the segment differences we've observed, organizers and exhibitors alike should be able to more effectively promote attendance."
This 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 www.ceir.org.
IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.
About CEIR
CEIR serves 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. For additional information, visit www.ceir.org.
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Media Contact:
Susan Brower, CMM, CCP
+1 (972) 687-9207
sbrower@ceir.org
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