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
The reports in this series include:
Part 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.
Part 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).
Part 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.
Part 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.
Part Six: Gender Differences and Similarities takes a deep dive look at how gender influences what men and women strive to achieve at B2B exhibitions, how they navigate an event and what they value most. This 21-page report provides an analysis of attendees by gender including workforce profile; decision-making process for attending; metrics used to determine value/ROI of attending and attendee job level and job function to name a few.
Part Seven: Where Value and Metrics Vary by Event Size provides an analysis of how attendee preferences and behaviors vary by an event’s size.
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.