Landmark Study on Young Professional EXHIBITOR Preferences
New SISO-Sponsored CEIR Report Released Today
|DALLAS, 15 April 2015 – The Center for Exhibition Industry Research (CEIR) has teamed up again with the Society of Independent Show Organizers (SISO) to produce its latest publication, 2015 Young Professional Exhibitor Needs and Preferences Study.
CEIR has conducted research with young professional attendees since 2009. With funding from SISO, this first-ever initiative offers insights on young exhibitor attitudes and preferences about business-to-business exhibitions.
SISO Executive Director Lew Shomer stated, "SISO is pleased to entrust this important exhibition industry research to CEIR with financial underwriting. Young exhibitors today are the brand marketers of the future who will make the decisions to exhibit. Understanding what they think about the channel and what they value most is essential to our industry's ability to respond to their preferences and assure a prosperous future. We are pleased that CEIR has done such a great job with our grant to provide this important attitudinal survey about our younger exhibitor personnel."
CEIR President and CEO Brian Casey, CEM, said, "We thank SISO for funding this study. Through partnerships like these, CEIR is able to deepen the value of its research, offering insights on the hottest topic areas that enable organizers and other players in the industry to keep current of trends and respond for competitive advantage. This particular study suggests the future of the industry is bright; though it also points out young exhibitors have unique preferences. Organizers need to pay attention and adjust content and marketing approaches to remain relevant and positioned for growth."
Five key findings:
Look to the full report for additional key insights.
The 2015 Young Professional Exhibitor Needs and Preferences Study provides a comprehensive overview of young exhibitor attitudes, preferences and habits relating to the exhibition channel. It profiles career attitudes, how they impact attitudes regarding exhibitions and metrics assessing affinity to the channel. The report takes a look at all facets of exhibiting – from importance placed on achieving marketing and sales objectives, reasons for avoiding exhibiting, as well as effective exhibiting tactics. Specific tactic preferences evaluated include booth offerings, face-to-face setting preferences, exhibit booth staff characteristics, and participation in a range of exhibition organizer offerings made available at each stage of an event. Communication preferences with organizers after signing up to exhibit are also evaluated.
In addition, the 2015 Young Professional Exhibitor Needs and Preferences Study examines significant differences by subgroups including job role, frequency of exhibiting, role in decision to exhibit and other key demographics.
This is the second generational study sponsored by SISO. In 2014, the organization funded the Young Professional Attendee Needs and Preferences Study.
Click here to download the 2015 Young Professional Exhibitor Needs and Preferences Study.
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.
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