Exhibit Surveys’ white paper: Attendee growth
Exhibit Surveys, Inc. (provider of research, measurement, and consulting services exclusively for the exhibition and event industry) announced July 9, that a white paper focusing on trade show/exhibition attendee growth is now available on its website.
Originally prepared for the 2013 Exhibition and Convention Executives Forum, “Keys to Developing an Attendee Growth Strategy,” the white paper asserts that establishing market potential for current or new attendee segments is the foundation for making sound, fact-based decisions when developing a targeted strategy for growing attendance, launching a new event, valuing a potential show acquisition or simply selecting the best event location. Some events are very vertical and have a specifically defined and directly accessible universe of attendees. If the event has multiple market segments or the potential to add new segments, being able to identify these segments and define their size and value is the first step in determining growth potential and prioritizing attendee targets.
CEIR Report: Exhibit staff orientation
The Center for Exhibition Industry Research (CEIR) released a new report on July 9: “Guru Report, An Exhibit Manager’s Guide to Exhibit Staff Orientation.”
The report analyzes why exhibit training is essential, what general topic areas can be covered in a program, the best timing for sessions, as well as a checklist of content ideas. Exhibit managers who need to prove the ROI (return on investment) for an exhibit marketing program, cannot afford to forget that exhibit staff needs at least a “refresher course” before every exhibition because:
- Staff members may not perform this function often enough to be comfortable or practiced, and this affects the entire exhibit’s efficiency.
- Even though they are well-versed on the products / services, they do not know everything about the exhibition, the attendees, the exhibit hall, the target market, and the promotional tools available to them.
CEIR states, “Research indicates that attendees are looking to have meaningful face-to-face interactions with exhibit staff. To enable exhibit staff to do their jobs well and attain an organization’s goals for exhibiting, staff training is key.”
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