The Center for Exhibition Industry Research (CEIR) announced today the release of Part Six: Exhibition Floor Product Engagement Activities Outside Exhibit Booths, the sixth report in its newest series on attendee floor engagement.
CEIR’s earlier study, the Attendee Retention Insight Study, revealed that one of the major drivers of repeat attendance is the chance for people-to-product engagement on an exhibition floor. Exhibit booths are the primary location on an exhibition floor where such engagement occurs. Many exhibition organizers also offer additional product engagement opportunities for attendees in common areas on the show floor. This report pinpoints which product engagement activities are most popular and more importantly, which enjoy high attendee use, thus signaling effective attendee engagement.
Study results indicate that most B2B exhibition organizers, 87 percent, offer one or more product engagement opportunities in common areas on a show floor; while 48 percent of exhibitors take advantage of these attendee product engagement opportunities. Research results indicate that the majority of organizers and participating exhibitors say the top five product engagement opportunities enjoy high attendee use. New product demo areas where attendees can actually try out products is the setting that enjoys the highest attendee use.
CEIR CEO Cathy Breden, CMP, CAE stated, “There is no better way to bring products to life than by giving attendees the chance to interact with the products themselves. Exhibitors that do not take advantage of these opportunities are missing out on an additional way to deliver impactful brand experiences to their target audiences beyond their booths.”
This 14-page report inventories the availability and performance of nine product engagement activities organizers can make available on an exhibition floor in common areas. It identifies which activities are most popular, which enjoy the highest rate of exhibitor sponsorships and most importantly which enjoy the highest rate of attendee use, according to organizers and exhibitors that sponsor them.
In addition to total results, this report identifies unique differences by exhibitor by industry sector, the extent of exhibition activity and other key demographics. By exhibition organizer, differences are reported by an event’s size, regional scope of participation and type of exhibition organizer.
About the 2017 CEIR Attendee Floor Engagement Study
Reports from this landmark study series offer exhibitors and organizers a comprehensive resource to help understand the range of attendee engagement tactics used on the exhibition floor and, more importantly, which of these tactics attendees use most – a signal of high engagement. Commentary from exhibitors is also provided illustrating how key trends are put into action.
The 2017 Attendee Floor Engagement Study consists of the following reports:
- Part One: Exhibitor In-booth Tactics – People, Product, Education, Emotion and Other Tactics
- Part Two: Exhibitor In-booth Tactics – Use of Exhibition Organizer Digital Tactics and Other Services
- Part Three: Exhibitor In-booth Tactics – Methods Used to Evaluate Outcomes
- Part Four: Exhibitor In-booth Tactics – Looking to the Future – Areas to Improve and Interest in New Models
- Part Five: Exhibition Floor Networking Opportunities outside Exhibit Booths
- Part Six: Exhibition Floor Product Engagement Activities outside Exhibit Booths
- Part Seven: Exhibition Floor Learning Activities outside Exhibit Booths
- Part Eight: Exhibition Organizers – Methods Used to Evaluate Outcome, Areas to Improve, Interest in New Models
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.