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What Do Tradeshow Attendees REALLY Want?

Recently read:
The Center for Exhibition Industry Research (CEIR) issued a report earlier this month: “What Attendees Want from Trade Exhibitions.” The results provide insights into what attendees are looking to achieve when they visit business-to-business exhibitions and trade shows. Key findings include:

  • Many attendees have dual agendas when they visit exhibitions, looking to serve both organizational and personal needs. Nearly the same percentages of attendees come to shop (69 percent) or learn (66 percent).
  • The top-ranked important reasons for attending exhibitions is a blend of coming to see what is new and having a chance to interact with experts. The highest-importance scores are achieved for: “see new technology,” “have the chance to talk to experts,” and “gain industry insights.
  • Exhibitions are doing well in meeting the needs of attendees, with more than a majority of attendees saying their top-ranked important needs are met. Additionally, there are areas of opportunity for exhibitors and organizers to further ramp up the value of exhibitions in meeting shopping needs as they relate to current problems and purchase decisions.

Jeff Tanner, Ph.D., professor of marketing at Baylor University, noted, “This study confirms the importance of exhibitions in organizational buying. While new channels of marketing communications seem to spring up every day, exhibitions continue to deliver value and meet the needs of today’s business professional.”

FUN FACT: Vegas sets record with nearly 40 million visitors

Las Vegas welcomed a record 39.7 million visitors in 2012, approximately half a million more visitors than the previous high of 39.2 million set in 2007. The record visitation generated more than $40 billion in economic impact for the local economy.

The trade show is a powerful force in business!


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