This particular report includes case study summaries based on in-depth interviews with executives from 11 different business-to-business exhibition organizers. Executives discussed their efforts relating to attendee retention, including whether attendee retention is formally tracked, how attendee retention efforts are created, descriptions of these efforts and methods used to evaluate outcomes.
Part Five is the last 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.