The Center for Exhibition Industry Research (CEIR) issued a new report, Attracting Attendees, that helps readers explore attendee preferences and understand how best to attract and engage attendees to an exhibition or to visit a booth.
Research results come from a recently completed study that is a repeat and extension of a project last done 10 years ago. It provides insights on how to effectively market to attendees and communicate with them on-premise at an event.
Key findings show:
- Personal discussions are very likely to influence a prospect to attend. Ranking highest in importance for considering whether to attend an exhibition for personal discussion was email from colleagues followed by word of mouth.
- Most attendees, 94 percent, engage in pre-planning activities, presenting exhibition organizers with opportunities to engage pre-registrants to motivate them to attend. The most popular activities include choosing or registering to attend an education session/workshop (63 percent), searching the exhibitor directory (56 percent) or registering to attend special events (56 percent).
- When it comes to information sources relied upon when an attendee is at an event, surprisingly the printed exhibition catalogue is still the most used resource, with 70 percent noting using the printed exhibition program. Only 24 percent use a smart phone/mobile version of the program. This low-usage level may be as much a function of limited availability as it is to preference and merits watching as smart phone and mobile device usage continues to climb and more events offer this alternative to attendees.
- Over one-half, 53 percent, rely on information provided by exhibitors, thus suggesting an opportunity for exhibition organizers to consider offering exhibitor marketing programs to help boost attendance.
This study was conducted by Jeff Tanner, PhD, professor of marketing at Baylor University, and Nancy Drapeau, PRC, research director of the Center for Exhibition Industry Research (CEIR), using a panel of exhibition attendees provided by ResearchNow. The study was made possible by a grant from the CEIR Foundation and is available at www.ceir.org.