The Center for Exhibition Industry Research (CEIR) announced today the release of Part Three: Exhibitor In-booth Tactics – Methods Used to Evaluate Outcomes, the third report in its newest series on attendee floor engagement.
This report finds that 94 percent of exhibitors use attendee engagement tactics to impact their overall important objectives for exhibiting. Results indicate that integrating attendee engagement tactics is effective in impacting outcomes for the better.
According to study results, the most important objectives for exhibitors are:
- Sales lead generation;
- Brand awareness efforts; and
- Relationship management activities.
Below are three examples of the extent of use of attendee engagement tactics aimed at influencing specific metrics related to these top-ranked important exhibitor objectives. Results indicate that 60+ percent of exhibitors using attendee engagement say attendee tactics are highly effective in influencing these specific outcomes.
The full report inventories use of attendee engagement tactics to help influence 17 specific exhibitor outcomes with effectiveness scores for each.
“Attendee engagement is the basis for face-to-face marketing,” said CEIR CEO Cathy Breden, CMP, CAE. “It is the mechanism exhibitors use to achieve their overall goals for participating in an exhibition. This report is a must-read for those looking to benchmark their approach to industry norms and to realign attendee engagement tactics to what works best to achieve success.”
This 12-page report quantifies the percentage of exhibitors that engage in different evaluation activities that assess the outcome of attendee engagement tactics, including both methods used and timing of these activities. It identifies top-ranked important objectives for exhibiting, most popular attendee engagement tactics used that aim to influence specific outcomes to achieve exhibitor goals, and effectiveness scores for each.
In addition to total results, this report identifies unique differences by exhibitor and by industry sector, the extent of exhibition activity, and other key demographics.
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 Education 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.