“This document is more than a fact sheet,” said CEIR Senior Research Director, Nancy Drapeau, PRC. “It summarizes all aspects in this study, pinpointing how the value proposition for attending varies and is the same generationally. Career-stage needs, information source preferences and influence of the experiential aspect of attending from a generational perspective are discussed. Results signal the high importance of paying attention to these areas to ensure an event hits the value meter of attendees of all generations it serves.”
“Segmenting target audiences by age or generation is a worthwhile strategic planning effort. This report provides readers with industry benchmarks that organizers and exhibitors can use to compare their offerings and decide where to make adjustments to align with what their target attendees value most. Engaging in these efforts benefits all stakeholders – organizers, exhibitors and attendees,” said CEIR CEO Cathy Breden, CMP, CAE. She further noted, “A very special thank you to the PCMA Education Foundation, whose financial support helped make this research possible.”
This 18-page report provides an analysis of attendees by generation for the following:
Through the generous sponsorship of this study by the PCMA Education Foundation and IAEE, all reports released in the Attendee ROI Playbook series are available at no charge on the CEIR website here.
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.