CHICAGO — The Center for Exhibition Industry Research (CEIR) has released Part One: Exhibitor In-booth Tactics: People, Product, Learning and Other Strategies from the series Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor.
This report, part of CEIR’s study series, focuses on now that trade shows are back, what works best for engaging with attendees today. This report offers helpful benchmarks to help exhibitors fine-tune their exhibiting approach for success today.
“In a post-pandemic world, participating in in-person trade shows holds even greater value. While pent-up demand to get back together has subsided, the desire to get together and engage in-person persists — it’s enduring. Our report reveals that tactics fostering interactive, meaningful engagements with people and products receive the highest attendee usage,” Nancy Drapeau, IPC, CEIR Vice President of Research, said.
Attendees want to learn, connect and experience products at trade shows. Tactics to facilitate this are covered as are ways to draw a crowd at a booth and make it unforgettable.
Some of the noteworthy findings of the report include the fact that interactive outperforms static engagement. In addition, booth staff is critical to exhibitor success. With this in mind, 84% of exhibitors invest in booth-staff training.
Another finding is that 84% of exhibitors use emotion as a way to connect with attendees. They build trust, make attendees feel welcome in their booth, and offer the opportunity to interact with their products.
Sustainability is a focus of only 33% surveyed. Exhibitors are split when it comes to including diversity, equity, and inclusion (DEI) into exhibit programs. Approximately 48% want DEI initiatives included while 46% do not.
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The report provides specific examples of popular tactics being put into action in exhibits on the trade show floor. It offers ways exhibitors are driving booth traffic. For example, one exhibitor in the transportation sector shared that they include a stage in their booth where presentations throughout the day are featured. Toward the end of the day, a happy hour is offered featuring drinks and a presentation.
Another exhibitor has used a Price is Right type game show at its booth with much success. Another has had success with a social media engagement wall. Attendees are encouraged to take pictures in front of it that they then share on their social media channels.
This is the first in an eight-report series. Keep a look out for future reports that will release in the next few months that will include:
- Exhibitor In-booth Tactics: Use of Exhibition Digital Tactics and Services and What They Do on Their Own
- Exhibitor In-booth Tactics: Methods Used to Evaluate Outcome of Engagement Efforts
- Exhibitor In-booth Tactics: Looking to the Future – Areas to Improve and Interest in New Models
- Exhibition Floor Networking Opportunities Outside Exhibit Booths
- Exhibition Floor Product Engagement Activities Outside Exhibit Booths
- Exhibition Floor Learning Activities Outside Exhibit Booths
- Exhibition Organizers: Methods Used to Evaluate Outcome, Areas to Improve and Interest in New Models
CEIR subscribers and IAEE members have access to the report for free and for non-subscribers/non-members it is $49.
Reach Nancy Drapeau at ndrapeau@ceir.org
