Dallas, TX – The Center for Exhibition Industry Research (CEIR) was awarded a $75,000 grant to fund a pair of studies into methods of measuring the rate-of-return that exhibitors achieve through trade shows and other events.
One third of the award from the PCMA (Professional Convention Management Association) Education Foundation will be used to compile a roster of shows that have demonstrated an exceptional ability to retain exhibitors as well as events that have lost a major exhibitor at one time or another. The other $50,000 will delve into the methods that show organizers use to retain exhibitors. The results will be applied to CEIR’s ongoing development of a “rate-of-return calculator tool” that may be used by the entire exhibition industry.
“Both projects are important and timely issues at play in our industry,” said CEIR President Doug Ducate. “Prioritizing these reports is further evidence of CEIR’s commitment to producing the knowledge tools needed to improve business performance.”
The projects will be based on in-depth interviews with organizers about the techniques and strategies they use to keep major companies coming back. The initial focus will be on scientific and healthcare events.