This report highlights similarities and differences between exhibitors in general and power users of the business-to-business exhibition channel. It includes a snapshot of key profile characteristics and motivations for exhibiting. Power users are companies that exhibit at 20 or more exhibitions annually, are participating in more exhibitions today compared to the past several years, or plan to increase the number of exhibitions in the next several years. It offers insights useful to organizers and exhibitors, as well as suppliers to these stakeholders, to support strategic planning and other efforts.
This document is one in a series of 10 fact sheets based on results from the 2016 Changing Environment of Exhibitions Study. This research dives into the minds of executives who are involved in the decision to exhibit at business-to-business exhibitions, as well as other promotional and advertising decisions for their company. Fact sheets document different aspects of the power of exhibitions in today's marketing and sales landscape.