CEIR Publishes Sixth Report in Series Focusing on Attendee Floor Engagement Tactics

CEIR Attendee Floor Engagement Study 06 COVER

展览业研究中心(欧盟环境影响评估中心) 今天宣布发布 Part Six: Exhibition Floor Product Engagement Activities Outside Exhibit Booths, the sixth report in its newest series on attendee floor engagement.

CEIR’s earlier study, the Attendee Retention Insight Study, revealed that one of the major drivers of repeat attendance is the chance for people-to-product engagement on an exhibition floor. Exhibit booths are the primary location on an exhibition floor where such engagement occurs. Many exhibition organizers also offer additional product engagement opportunities for attendees in common areas on the show floor. This report pinpoints which product engagement activities are most popular and more importantly, which enjoy high attendee use, thus signaling effective attendee engagement.

CEIR Attendee Floor Engagement Study 06 Figure

Study results indicate that most B2B exhibition organizers, 87 percent, offer one or more product engagement opportunities in common areas on a show floor; while 48 percent of exhibitors take advantage of these attendee product engagement opportunities. Research results indicate that the majority of organizers and participating exhibitors say the top five product engagement opportunities enjoy high attendee use. New product demo areas where attendees can actually try out products is the setting that enjoys the highest attendee use.

CEIR CEO Cathy Breden, CMP, CAE stated, “There is no better way to bring products to life than by giving attendees the chance to interact with the products themselves. Exhibitors that do not take advantage of these opportunities are missing out on an additional way to deliver impactful brand experiences to their target audiences beyond their booths.”

This 14-page report inventories the availability and performance of nine product engagement activities organizers can make available on an exhibition floor in common areas. It identifies which activities are most popular, which enjoy the highest rate of exhibitor sponsorships and most importantly which enjoy the highest rate of attendee use, according to organizers and exhibitors that sponsor them.

In addition to total results, this report identifies unique differences by exhibitor by industry sector, the extent of exhibition activity and other key demographics. By exhibition organizer, differences are reported by an event’s size, regional scope of participation and type of exhibition organizer.

Click here to download Part Six: Exhibition Floor Product Engagement Activities Outside Exhibit Booths.

About the 2017 CEIR Attendee Floor Engagement Study
Reports from this landmark study series offer exhibitors and organizers a comprehensive resource to help understand the range of attendee engagement tactics used on the exhibition floor and, more importantly, which of these tactics attendees use most – a signal of high engagement. Commentary from exhibitors is also provided illustrating how key trends are put into action.

2017 年观众参与度研究 consists of the following reports:

CEIR 通过制作和提供基于知识的研究工具来促进展览和其他面对面营销活动的增长、知名度和价值,这些工具使利益相关者组织能够提高满足当前和新兴客户需求的能力,提高业务绩效并增强竞争地位。有关更多信息,请访问 www.ceir.org.


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