Published by: CEIR Center for Exhibition Industry Research
Brian Casey, CEM - President and CEO
Nancy Drapeau, PRC Analysis and reporting
Cathy Breden, CAE, CMP, Managing Director & Research Director:
Mary Tucker, Sr. PR/Communications Manager, Graphic design
+1 (972) 687-9226
Read Press Release here
Cost: $49 for non-members. Free to Members Join Here
Length: 14 Pages
SLMA Editor: Due to some interesting charts and background this is a roadmap of what exhibit attendees use and expect when attending exhibits. This is one report of a series (probably pays to join and get the reports free).
Center for Exhibition Industry Research (CEIR) released the first report of a new series, the CEIR Digital Toolkit. The first report, Focus Report on Organizer Pre-event Communications and Registration Offerings, documents the digital essentials that maximize the attendee experience during their business-to-business exhibition journey.
President and CEO Brian Casey, CEM notes, "In keeping with CEIR's mission to provide insights on leading edge trends, research offering guidance on where organizers and exhibitors need to invest in digital offerings is essential. Other CEIR research has consistently found that digital is a complementary medium to the exhibition channel, it supports and enhances exhibition marketing and extends its marketing impact for organizers and exhibitors."
Key findings from this focus report:
- A digital multichannel mix is a must to help prospective attendees decide whether to attend an event. Results indicate an exhibition organizer's information sources carry the most weight; the event's website is its flagship marketing vehicle, identified as an important resource by 70 percent of attendees.
- Organizers could do a better job in collaborating with their exhibitors, as any information from them helps persuade an attendee to come.
- The exhibition website is the gateway to an event. Attendees engage in extensive pre-event planning. A majority of attendees rate 17 of the 18 listed pre-show planning tools as important to have access to on the exhibition website. They are looking for interactive tools to search, sort and evaluate all aspects of attending and sign up for events and services if they so choose. They also want to be able to pull down the information they need for their visit as well as access to an attendee list.
- When comparing attendee preferences to digital options organizers offer for badge and event ticket pick-up, gaps are uncovered that offer opportunities. The biggest opportunity is an affinity for self-serve options.
Recommended for: Marketing Management, Exhibits Management, Marketing Operations Management
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.
Disclaimer: This review was conducted independently without the advice or consent of the publisher. CEIR supplied a copy of the full report on request.
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