You are here

Attendee ROI Playbook Series

Background on the Study

A random sampling of B2B exhibition organizers from the CEIR Census was pulled to generate an attendee sample for this project. A total of 21 exhibition organizers in the United States and Canada agreed to participate, with a minimum of one event per sector, with the exception of Sporting Goods, Travel and Entertainment. Despite the absence of exhibition participation for this sector, the attendee sample includes a cross-section of professionals across all 14 CEIR industry sectors. Fielding of the survey occurred in April and May of 2018.  A total of 3,719 qualified attendees responded to the invitation to participate in the study, a response rate of three percent. Total results have been weighted to reflect the distribution of attendance by industry sector per the CEIR Index to make results projectable to attendees in general. Total survey results are accurate at the 99 percent confidence level, carrying a very small margin of error, 2.1 percent or less.


The reports in this series thus far include:

Fact Sheet One: Decision to Attend and Factors Driving Attendee ROI/Value documents 22 different metrics used by survey participants to assess the value of attending by pinpointing which are most popular, how users determine an event performed to their expectations and where they feel B2B exhibitions deliver the best value/ROI against each specific metric.

Fact Sheet Two: B2B Exhibitions Top-ranked for Value in Meeting Business Information & Purchasing Decision Needs explores the range of sources that business professionals who attend business-to-business (B2B) exhibitions relied upon to meet their business information and purchasing decision needs and documents the B2B exhibition channel's rank as a valued source in meeting their needs compared to all other primary sources relied upon.

Fact Sheet Three: Pre-Planning and Tracking Activities - Impact on Perceived ROI/Value of Attending documents the positive effects pre-event planning and tracking activities have on an attendee’s opinion of a B2B exhibition they attend and evaluates the impact these activities have on attendee Net Promoter Scores (NPS). 

Fact Sheet Four: Attendance Today and 2019-2020 Outlook documents the volume of attendance to business-to-business exhibitions in the past two years and plans for the near-term future, as well as reasons for these future plans. It also provides advice offered by attendees on how B2B exhibitions can be enhanced to further increase the value of their attendee experience.

Report Five: Generational Differences and Similarities summarizes all aspects in the 2018 Attendee ROI study, pinpointing how the value proposition for attending varies and is the same generationally.


Many thanks to the PCMA Education Foundation and International Association of Exhibitions & Events (IAEE) for sponsoring this landmark research. All reports released in this study series are available at no charge.