DALLAS — The Center for Exhibition Industry Research has just released two new case studies to add to its Global Virtual Event Trends case study library. The collection provides on-the-ground details of how organizations that traditionally have produced in-person business-to-business trade shows pivoted to virtual events as pandemic restrictions shut down live events around the world. In addition to the “how they did it” operational aspects, the case studies also explore what happened as a result of the pivot to digital, as well as what lessons the trade show organizers learned from the experience.
“Both case studies offer unique perspectives,” CEIR Vice President of Research Nancy Drapeau, PRC, said. While one CEO discusses how the organization used its multichannel product mix to strategic advantage, the other, she said, “was intentionally narrow, generating positive benefits for future attendee acquisition efforts, impactful product demonstration opportunities for exhibitors and strengthening member connection with the organization.”
The full case study library, which details real-world applications and findings, now includes:
- Case Study: North Star Travel Group
- Case Study: Auto Care Association
- Case Study: School Nutrition Association
- Case Study: Radiological Society of North America
- Case Study: Macgregor Communications
- Case Study: North American Veterinary Community (NAVC)
The series also includes two reports. Anatomy of Virtual Events and Financial Outcomes explores extensive baseline data on elements that are typically included in a virtual event, as well as participation and financial performance outcomes. The second, Lessons Learned To Date and Technologies Used, provides an analysis of open-ended comments shared by executives on the technology they used to run digital events, as well as lessons learned along the way.
Related. Webinar Explores the “Art” of Data
The reports were based on a survey conducted in October 2020. The survey garnered responses from 346 participants from more than a dozen B2B exhibition organizers or related representatives, Cathy Breden, CMP, CAE, CEM, CEIR CEO, said. Among them are:
- American Society of Association Executives (ASAE)
- Association of African Exhibition Organizers (AAXO)
- Canadian Association of Exposition Management (CAEM)
- Federación de Entidades Organizadoras de Congresos y Afines de América Latina (COCAL)
- Healthcare Convention & Exhibitors Association (HCEA)
- International Association of Exhibitions and Events (IAEE)
- IAEE MENA Chapter
- Philippine Association of Convention/Exhibition Organizers and Suppliers Inc. (PACEOS)
- Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS)
- Society of Independent Show Organizers (SISO)
- Trade Fair Times, India
- Informa Mexico
- União Brasileira dos Promotores Feiras (UBRAFE)
Related. The Data Shows the Time is Now to Plan for the Safe Reopening of Trade Shows
“CEIR is grateful to all who participated for enabling us to provide insights based on objective, unbiased research that will help members of our industry confidently move forward with their own strategies.”
Related. UFI Global Barometer Report Shows Reasons for Optimism
Swapcard sponsored the series, making it available to the industry at no cost from CEIR’s Global Virtual Event Trends website.
Reach Nancy Drapeau at (972) 687-9242 or ndrapeau@ceir.org; reach Cathy Breden at (972) 687-9201 or cbreden@iaee.com
