DALLAS, 11 April 2014 – A new report from the Center for Exhibition Industry Research (CEIR), Attendee Preferences by Job Title, offers insights to help exhibition management create effective segmented marketing and exhibition content strategies. Which attendees are at an exhibition to shop? Which are there to learn? The answers to these and other similar questions can aid exhibition organizers in creating the most value for their target audience.
“This report helps exhibition organizers make sure their approach is in alignment with the preferences of their target attendees, regardless of the decision-making level the attendees hold within their organizations,” says CEIR President & CEO Brian Casey, CEM. “Organizers can use this data to strategically plan the event content and to segment their marketing efforts accordingly.”
Attendee Preferences by Job Title breaks down the shared and unique preferences of attendees based on four job-title levels: executive, upper, middle and lower management. Findings relate to the primary reasons for attending; whether top-ranked, important objectives for attending are being met; the top-ranked factors considered when deciding to attend a new exhibition; and information-resource preferences when evaluating prospective exhibitions to attend.
The good news for business-to-business exhibition organizers is that the most highly-coveted category of attendees – executives – places slightly higher importance on addressing shopping objectives. When evaluating the most important shopping objectives by job title, priorities are similar across all four job title levels. However, executives place higher importance than the other groups on the chance to interact with new products, finding solutions for existing problems and the chance to meet actual users.
Though the reputation of an event influences the decision to attend across all job titles, this report lists the unique driving factors that exist based on job function. The same holds true for information resources relied upon when deciding whether to attend, although word-of-mouth prevails no matter the job function.
Click here to access the full report. IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.
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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