Despite the pandemic’s impact on the industry in 2020, the business-to-business (B2B) exhibition channel has demonstrated impressive resilience. Current performance metrics are approaching 2019 levels, confirming what many industry insiders have long believed: nothing quite replaces the power of face-to-face interactions in the business world.
CEIR’s latest research on exhibition engagement comes in the form of the fourth report in its Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series, Exhibitor Future Outlook – Areas to Improve and Interest in New Models. This report reveals that most B2B exhibitors are actively looking to enhance their approach to in-person events, signaling a strong commitment to the exhibition model while also exploring ways to embrace innovations.
Primary interest lies in enhancing in-person experiences first, with a secondary focus on leveraging digital tactics to amplify these experiences. The study reveals several key areas where exhibitors are focusing their enhancement efforts on booth traffic and engagement tactics that create more compelling booth experiences; digital integration tools that capture detailed visitor information and analytics; and using that data to create more personalized attendee experiences.
The future of B2B exhibitions appears to be firmly grounded in physical events, but with a modern twist. Exhibitors are expressing interest in new models and layouts, with their primary focus on alternative in-person formats rather than digital alternatives.
For organizations involved in B2B exhibitions, the message is clear: invest in your in-person presence, but do so smartly by leveraging data, technology and innovative engagement strategies to maximize your impact on the show floor.
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.
