DALLAS, 29 January 2014 – Today the Center for Exhibition Industry Research (CEIR) announces a new report, Attracting New Attendees.
This report provides key characteristics of new attendees and insights on the primary resources relied upon to identify prospective events to visit.
Top line findings include:
- New attendees are twice as likely to be final decision makers in the buying processes when compared to those who are not adding new exhibitions to their schedule.
- New attendees, who are actively searching for events, are more likely to use different sources when considering which exhibitions to attend; with word-of-mouth sources and personal invites holding sway with this target audience.
CEIR’s Research Director Nancy Drapeau, PRC says: “This report offers very useful insights for organizers striving to bring new attendees to their events. It points to the importance of multichannel marketing.”
Dr. Jeff Tanner of Baylor University further notes, “This study highlights the importance of seeking new attendees because decision makers are actively searching for new and better sources of information, especially exhibitions.”
Click here to obtain the full report. IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.
About the Study
This study was conducted by Dr. Jeff Tanner, Professor of Marketing at Baylor University, and Nancy Drapeau, PRC, Research Director of the Center for Exhibition Industry Research (CEIR) using a panel of exhibition attendees provided by ResearchNow and with a grant from CEIR. The sample consisted of 421 respondents from fourteen industries.
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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