This report, Part Two, profiles exhibition floor features that drive repeat attendance. In addition to reporting total results, unique repeat attendee preferences are identified by key attendee demographics (gender, age, role in purchasing decisions, job level, organizational size, annual purchases of show-related products and services and profile of event attended). Additionally, exhibition organizer results that differ from total results are identified as well, including by: whether association-run or independently-run; size of exhibition by Net Square Feet and number of attendees; whether an event rotates locations and whether an event occurs during the business week only or includes a weekend day.
Part Two is the second of a five report series based on research conducted in late fall of 2015. The report series reveals findings on why attendees become loyal visitors to a specific exhibition and what organizers do to motivate attendees to return on a regular basis. They offer readers a road map for benchmarking attendee retention strategy practices with industry norms; an understanding of commonly held characteristics of professionals who attend a given event regularly which can help guide marketing and event development. Lastly, these reports offer charts that compare repeat attendee wants and preferences to trade show offerings, which enable organizers to assess where repeat attendee needs are typically served well, and where gaps exist in offerings – suggesting potential areas of improvements to better serve their needs.