The Center for Exhibition Industry Research (CEIR) announced today the release of the second fact sheet in the Attendee ROI Playbook series that 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. Fact Sheet Two: B2B Exhibitions Top-Ranked for Value in Meeting Business Information & Purchasing Decision Needs documents the B2B exhibition channel's rank as a valued source in meeting their needs compared to all other primary sources relied upon.
“This research documents the power of face-to-face marketing. When asked to rank the order of information sources used primarily to meet their business information and purchasing decision needs, B2B exhibitions and communications with vendors and suppliers are tied for number one ranking. Though when looking at the percentage of professionals that rate B2B exhibitions as number one or number two, B2B exhibitions break away and prevail as the most valued information source – 57% vs. 41% for communications with vendors and suppliers,” said CEIR Senior Research Director Nancy Drapeau, PRC.
“Today we live in trust-challenged times where digital media gives professionals access to more information than ever. This research reveals that business professionals look to resources they trust to determine what is real and what is fake. B2B exhibitions rise to the top in helping them achieve this,” observed CEIR CEO Cathy Breden, CMP, CAE.
In addition to B2B exhibitions, this fact sheet identifies five additional information sources relied upon primarily by B2B exhibition attendees to meet their business information and purchasing decision needs and reports the ranking and results of these sources in order of value to them. This report is part of a multiple fact sheet series identifying attendee practices in general as well as insights on differences by specific attendee categories.
Through the generous sponsorship of this study by the PCMA Education Foundation and IAEE, all reports released in this study series are available at no charge on the CEIR website here.
“CEIR thanks the PCMA Education Foundation for supporting our efforts in providing this vital research to our industry,” added Breden.
The Center for Exhibition Industry Research (CEIR) serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.
Sr. PR/Communications Manager