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This study, sponsored by The Society for Independent Show Organizers (SISO), provides a first-ever look at young professional exhibitor needs and preferences relating to the exhibition industry. It provides a comprehensive overview of their perceptions about all facets of exhibiting. Insights help organizers and other constituencies in the industry assure their offerings and marketing approaches are positioned to resonate with young exhibitors, who are the future of the industry.
This report provides an overview into the exhibition industry’s journey to data driven decision-making, including the extent of use of analytics, where it is delivering value today, and where it holds promise moving forward.
For the reader looking for a quick reference tool, this guide is a helpful resource. It is useful to exhibition management and marketing staff looking to prioritize event content development and marketing efforts that maximize alignment with target attendee needs and preferences in their sector.