CEIR Releases New Report – Insights on How Exhibitors Typically Share Product Information at Exhibitions

DALLAS, 26 August 2013 – Today the Center for Exhibition Industry Research (CEIR) announces a new report, Prácticas de intercambio de información sobre productos del expositor.

This report documents the most common ways exhibitors share product information with attendees who visit their booths and compares these practices with how attendees prefer obtaining this information. It also identifies which methods are considered most effective in supporting an organization’s overall objectives for exhibiting.

CEIR’s Research Director, Nancy Drapeau, PRC notes, “We recently released the Manual de estrategias digitales study, which provides insights into how digital tactics are used in exhibit marketing. This new, short report provides another perspective, both from what exhibitors typically do for the purpose of information sharing juxtaposed with attendee preferences. Though results in part affirm a shift in exhibitor practices to digital methods, it is not completely the case. Print collateral on premise and post-event is still pervasive, and a good proportion of attendees still want print collateral when they walk the floor. So, these results clearly indicate the importance of using print options strategically along with considering which digital tactics make sense to satisfy the preferences of their target attendees.”

Topline findings of note:

  • The most common exhibitor practices and attendee preferences are well-aligned. The two most common methods of product information sharing methods used by exhibitors are printed brochures/catalogues given out at the booth, 85 percent, and emails sent after the exhibition, 70 percent. The top two methods preferred by attendees to receive information are the same, in the same rank order: 58 percent and 41 percent respectively.
  • In terms of how effective each method is considered to be in supporting an exhibiting company’s overall objectives for exhibiting, the top two ranked methods are digital. Among users of each method, 82 percent who offer information that is downloadable to a USB and 80 percent who send emails post-event say the tactic is either ‘Highly Effective’ or ‘Effective.’

A sampling from The International Center for Exhibitor and Event Marketing database and Exhibitrac’s Top 250 trade exhibition list were invited to participate in the online survey in June 2012. A total of 502 exhibitors responded.

IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.

Acerca del CEIR
CEIR sirve para promover el crecimiento, la conciencia y el valor de las exposiciones y otros eventos de marketing presenciales mediante la producción y entrega de herramientas de investigación basadas en el conocimiento que permiten a las organizaciones interesadas mejorar su capacidad para satisfacer las necesidades actuales y emergentes de los clientes y mejorar su desempeño comercial. y fortalecer su posición competitiva. Para obtener información adicional, visite www.ceir.org.

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Media Contact:
Susan Brower, CMM, CCP                   
sbrower@ceir.org
+1 (972) 687-9207