The pent-up demand from both exhibitors and attendees to engage face-to-face has been a driving force behind the business-to-business (B2B) exhibition industry’s recovery from the pandemic. At the same time, digital plays an integral role in providing mechanisms that maximize meaningful engagement between attendees and exhibitors.
Balancing Digital Tactics, Show Services, and DIY Marketing for Exhibitor Success is the second report in CEIR’s Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series, and evaluates how exhibitors are using a combination of an event’s digital tactics and show services to achieve their attendee engagement goals. It also reveals extensive DIY marketing undertaken by exhibitors to help maximize outcomes.
Organizer Services and Digital Tactics
Key findings in this report reveal a range of exhibition/event organizer offerings that aid exhibitors in leveraging digital tactics and show services to enhance attendee engagement. Mobile apps, for example, offer more interactive features compared to show websites, which makes sense as mobile apps are the primary resource to navigate a show when it is happening. However, organizers and exhibitors disagree on which enjoys high attendee use.
Complementary services such as lead retrieval, onsite brand exposure, and video recording services are found effective in boosting exhibitor engagement with attendees. When it comes to direct attendee interaction, exhibitors who integrate offerings such as way finders, QR codes, and other tactics into their engagement strategies report them as effective tools in enhancing attendee engagement.
This report identifies which show services best support different exhibitor goals. Specifically, which work well for generating traffic, leads, brand exposure and other popular exhibitor objectives.
DIY Marketing Tactics
This report notes that exhibitors who engage in additional pre-event and onsite marketing activities such as influencer marketing, targeted outreach via phone and email, live streaming, and other tactics experienced enhanced outcomes in their attendee engagement efforts.
Insights for Brand Marketers and Organizers
Brand marketers and exhibition/event organizers can apply the insights from this report to amplify attendee and exhibitor engagement on the exhibition floor by implementing a holistic approach that incorporates digital tactics, show services, and DIY marketing efforts. Exhibitors can leverage the report’s data to boost their presence on the exhibition floor, create meaningful connections with attendees, and drive their return-on-investment (ROI).
Take a deep dive into driving exhibitor and attendee engagement by downloading Part Two: Balancing Digital Tactics, Show Services, and DIY Marketing for Exhibitor Success here!
Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for CEIR subscribers and IAEE members, and cost $49 USD for non-subscribers/non-members.
