CEIR Releases Third Fact Sheet in Attendee ROI Playbook Series

The Center for Exhibition Industry Research (CEIR) announced today the release of the third fact sheet in the Attendee ROI Playbook series entitled Pre-Planning and Tracking Activities – Impact on Perceived ROI/Value of Attending.

“This fact sheet documents the positive effects pre-event planning and tracking activities have on an attendee’s opinion of a B2B exhibition they attend,” noted CEIR Senior Research Director Nancy Drapeau, PRC. “This study evaluates the impact these activities have on attendee Net Promoter Scores (NPS), which measure customer loyalty and indicate a brand’s growth potential. Findings reveal that those who engage in pre-planning have a higher NPS (55%) compared to those who do not (29%). The same pattern is evidenced for attendees who engage in tracking activities while visiting an exhibition.”

Attendee ROI Playbook 3 Infographic

This five-page fact sheet provides the following information:

  • Overall rate of pre-planning among attendees as well as for six specific activities
  • Which pre-planning activities have the most impact on driving higher NPS scores
  • Overall rate of tracking activities while visiting an exhibition among attendees as well as for nine specific activities
  • Which tracking activities have the most impact on driving higher NPS scores
  • Who decides which activities will be tracked (individual or whether boss is involved)

“Giving registrants the tools via an event’s website to pre-plan and focus their objectives for attending are worthwhile,” said CEIR CEO Cathy Breden, CMP, CAE. “Providing user-friendly ways to track their activities through an event website, mobile app and other relevant tools preferred by attendees also maximize attendee value – and ultimate satisfaction – with an event. Thanks to support provided by the PCMA Education Foundation, CEIR is able to explore various ways in doing so through this study.”

Through the generous sponsorship of this study by the PCMA Education Foundation and IAEE, all reports released in this study series are available at no charge on the CEIR website here.

About CEIR
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.


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