CEIR publishes third attendee floor engagement tactics report
DALLAS – The Center for Exhibition Industry Research (CEIR) announced the release of Part Three: Exhibitor In-booth Tactics – Methods Used to Evaluate Outcomes, the third report in its newest series on attendee floor engagement.
This report finds that 94 percent of exhibitors use attendee engagement tactics to impact their overall important objectives for exhibiting. Results indicate that integrating attendee engagement tactics is effective in impacting outcomes for the better.
According to study results, the most important objectives for exhibitors are:
Sales lead generation
Brand awareness efforts and
Relationship management activities
Below are three examples of the extent of use of attendee engagement tactics aimed at influencing specific metrics related to these top-ranked important exhibitor objectives. Results indicate that 60+ percent of exhibitors using attendee engagement say attendee tactics are highly effective in influencing these specific outcomes.
The full report inventories use of attendee engagement tactics to help influence 17 specific exhibitor outcomes with effectiveness scores for each.
“Attendee engagement is the basis for face-to-face marketing,” said CEIR CEO Cathy Breden, CMP, CAE. “It is the mechanism exhibitors use to achieve their overall goals for participating in an exhibition. This report is a must-read for those looking to benchmark their approach to industry norms and to realign attendee engagement tactics to what works best to achieve success.”
This 12-page report quantifies the percentage of exhibitors that engage in different evaluation activities that assess the outcome of attendee engagement tactics, including both methods used and timing of these activities. It identifies top-ranked important objectives for exhibiting, most popular attendee engagement tactics used that aim to influence specific outcomes to achieve exhibitor goals, and effectiveness scores for each.
In addition to total results, this report identifies unique differences by exhibitor and by industry sector, the extent of exhibition activity, and other key demographics