Subtitle: Part One: Exhibitor In booth Tactics – People, Product, Emotion, and other Tactics
Length: 20 Real, Content Loaded Pages
- Highest: People/education: Of the seven tactics researched for people to people engagement tactics used most by attendees this one: “Talk to sales and marketing staff” rated the highest at 81%:
- Lowest: Area for meetings with booth staff: 59%
- Highest: Product/Education: Printed product information rated at 87%
- Lowest: The ability to buy products on site rated at 19%
- Other tactics including celebrity appearance, raffles, games and give away(s) have some surprising results
- Interesting charts on engagement tactics used by active exhibitors, size of exhibitors, exhibitor objectives and products showcased. page 8, 12, 16 18
- An interesting section on how emotion is integrated into attendee engagement tactics.
SLMA Comments: Spend the money, even if it is out of your own pocket.
This is a report that needs to have sections of interest highlighted by the reader so that you can summarize your own company position and possible future actions. Most charts have topics divided between the attendees perceived value and the exhibitors’ perceived value. For instance:
Games that help educate attendees about products in a fun way: valued at 7% by the attendees and 67% by the exhibitor. There are a lot of these “differences of opinion” that cost the exhibitors a lot of money and probably don’t produce results.
Why It’s Important:
“Spend the money, even if it is out of your own pocket. The CEIR Engagement study takes the guess work out of what attendees are finding most interesting and useful.”
We are interested in the upcoming:
Part Three: Exhibitor In-booth Tactics –
Methods Used to Evaluate Outcome of Engagement Efforts
- This study involves research from the perspectives of exhibitors and business-to-business exhibition organizers. The approach for conducting research with each audience is summarized below. In-depth surveys were first conducted in late summer, early fall 2016. Online survey polling occurred in late fall 2016.
- Exhibitors: At the outset of the project, a total of seven executives at exhibiting companies participated in in-depth phone interviews. Their commentary provided guidance for building the survey instrument for the online quantitative survey phase as well as providing qualitative insights in this report series. A randomly generated sample of exhibitors from the exhibitor databases of five of the leading general service contractors in the industry served as the sample for the quantitative phase, including Freeman, GES, Fern, Hargrove and Shepard Expositions. A total of 972 qualified exhibitors responded to the invitation to participate in the study, for a response rate of 2.4 percent. Total results provide a representative sample by key profile characteristics. Survey results are very accurate at the 95 percent confidence level, carrying a very small margin of error, 3.22 percent.
- Business-to-business exhibition organizers: A total of 10 executives participated in in-depth interviews at the outset of this study. Their commentary provided guidance for building the survey instrument for the online quantitative survey phase as well as providing qualitative insights in this report series. Qualified executives who are members of IAEE, SISO and PCMA were invited to participate in the online survey. A total of 172 executives responded, for a response rate of 10 percent. The sample is representative of the exhibition organizers by key profile characteristics. Percentage results to this survey provide statistically reliable results at the 95 percent confidence level with a margin of error of plus or minus 7.47 percent.
- In-depth interviews were completed by CEIR with assistance from Meg Handlin Marketing.
New reports on these areas are coming (no date but promised to appear this year):
Part Two: Exhibitor In-booth Tactics – Integration of Digital and Use of Exhibition Organizer Services
Part Three: Exhibitor In-booth Tactics – Methods Used to Evaluate Outcome of Engagement Efforts
Part Four: Exhibitor In-booth Tactics – Looking to the Future – Areas to Improve and Interest in New Models
Part Five: Exhibition Floor Networking Opportunities outside Exhibit Booths
Part Six: Exhibition Floor Product Engagement Activities outside Exhibit Booths
Part Seven: Exhibition Floor Education Activities outside Exhibit Booths
Part Eight: Exhibition Organizers – Methods Used to Evaluate Outcome, Areas to Improve, Interest in New Models
- Sales Management
- Marketing Management
- Exhibit and Events Management
This review was conducted independently without the advice or consent of the publisher.
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