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.
DALLAS – The Center for Exhibition Industry Research (CEIR) announced the release of 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.
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.
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