The Center for Exhibition Industry Research (CEIR) announced today the release of Part One: Exhibitor In-booth Tactics – People, Product, Learning, Emotion, and other Tactics, the first report in its newest series on attendee floor engagement. Reports from this landmark research offer exhibitors and organizers a comprehensive resource to help understand the range of attendee engagement tactics used on the exhibition floor and, more importantly, which of these tactics attendees use most – a signal of high engagement. Commentary from exhibitors is also provided illustrating how key trends are put into action.
“Business-to-business exhibitions is a face-to-face marketing and sales channel, and attendee engagement is the core of what this channel delivers,” noted CEIR CEO Cathy Breden, CMP, CAE. “The ongoing digital revolution places pressure on exhibitors and organizers alike to innovate and integrate digital into this channel. We encourage experimentation; however, when doing so the key values attendees want to experience must be kept in mind. This report will provide metrics to measure against and insights on how to do this effectively.”
Part One: Exhibitor In-booth Tactics – People, Product, Learning, Emotion, and other Tactics offers a framework to categorize in-booth attendee engagement tactics by the type of base-level engagement needs attendees bring with them when attending an exhibition: engagement between people and the learning it supports; and engagement between people, product and the learning it supports. It also identifies other in-booth tactics aimed at generating traffic or enhancing the memorability of the experience.
Key findings of note in this report:
This 20-page report inventories the most popular in-booth attendee engagement tactics and, more importantly, which of these tactics enjoy high attendee use for:
In addition to total results, this report identifies unique differences by industry sector, the extent of exhibition activity and other key demographics.
Remaining reports in the 2017 Attendee Floor Engagement Study series to be published in the coming months are:
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.