CHICAGO — The Center for Exhibition Industry Research (CEIR) has released Part 1: Exhibitor Booth Tactics: People, Products, Learning, and Other Strategies in the series Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor.
This report, part of CEIR’s research series, focuses on the most effective solutions for engaging attendees today as trade shows return. The report offers useful benchmarks to help exhibitors refine their approach to exhibiting for success today.
“In a post-pandemic world, attending trade shows in person has an even greater value. While the pent-up demand to connect has subsided, the desire to come together and interact in person remains—it endures. Our report reveals that tactics that foster interactive, meaningful interactions with people and products are the most used by attendees,” said Nancy Drapeau, IPC, CEIR’s vice president of research.
Trade show attendees want to learn, connect, and discover products. Here we outline the tactics for doing just that, as well as how to draw a crowd to a booth and make it memorable.
Notable findings from the report include that interaction trumps static engagement. Additionally, booth staffing is critical to exhibitor success. With this in mind, 84% of exhibitors invest in booth staff training.
Another finding is that 84% of exhibitors use emotion as a way to communicate with attendees. They create a climate of trust, make attendees feel welcome at their booth and offer the opportunity to interact with their products.
Sustainability is a top concern for only 33% of respondents. Exhibitors are split when it comes to including diversity, equity, and inclusion (DEI) in exhibition programs. About 48% want DEI initiatives to be included, while 46% do not.
Related. CEIR releases Q1 2024 index results, showing continued improvement in sector performance
The report provides specific examples of popular tactics implemented at trade show exhibits. It outlines ways exhibitors increase traffic to their booth. For example, one exhibitor in the transportation industry reported setting up a stage at their booth where presentations are shown throughout the day. Toward the end of the day, a happy hour is offered with drinks and a presentation.
Another exhibitor successfully used a Price is Right-style game in their booth. Another had great success with a social media engagement wall. Attendees are encouraged to take photos in front of the wall, which they then share on their social media channels.
This is the first in a series of eight reports. Stay tuned for more reports to be released in the coming months, which will include:
- Exhibitor Booth Tactics: Using Digital Exhibition Tactics and Services and What They Do Themselves
- Exhibitor Booth Tactics: Methods Used to Evaluate the Results of Engagement Efforts
- Exhibitor Booth Tactics: Looking Ahead – Areas for Improvement and Interest in New Models
- Networking opportunities at the exhibition hall outside the exhibition booths
- Product engagement activities on the exhibition floor outside the exhibition booths
- Learning activities on the exhibition floor outside the exhibition stands
- Exhibition organizers: methods used to evaluate results, areas for improvement and interest in new models
CEIR subscribers and IAEE members have access to the report for free and for non-subscribers/non-members it costs $49.
Contact Nancy Drapeau at ndrapeau@ceir.org