DALLAS — The Exhibition Industry Research Center has just published two new case studies to add to its Global Trends in Virtual Events Case Study Library. The collection provides on-the-ground details on how organizations that traditionally hosted in-person B2B trade shows pivoted to virtual events when pandemic restrictions shut down live events around the world. In addition to the operational “how they did it” aspects, the case studies also explore what happened as a result of the shift to digital, as well as the lessons trade show organizers learned from the experience.
“Both case studies offer unique perspectives,” said Nancy Drapeau, PRC, CEIR’s vice president of research. While one CEO explains how the organization used its multichannel product mix strategically, the other, she said, “was intentionally restrained, generating positive benefits for future attendee acquisition efforts, impactful product demonstration opportunities for exhibitors and strengthening members’ connections to the organization.”
The comprehensive case study library, which details real-world applications and results, now includes:
- Case Study: North Star Travel Group
- Case Study: Auto Care Association
- Case Study: School Nutrition Association
- Case Study: Radiological Society of North America
- Case Study: Macgregor Communications
- Case Study: North American Veterinary Community (NAVC)
The series also includes two reports. Anatomy of Virtual Events and Financial Results explores in-depth baseline data on what elements are typically included in a virtual event, as well as participation and financial results. The second, Lessons learned to date and technologies used, provides an analysis of open-ended comments shared by leaders about the technology they used to host digital events, as well as lessons learned along the way.
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The reports are based on a survey conducted in October 2020. The survey collected responses from 346 participants from more than a dozen B2B exhibition organizers or related representatives, said Cathy Breden, CMP, CAE, CEM, CEO of CEIR. They include:
- American Society of Association Executives (ASAE)
- Association of African Exhibition Organizers (AAXO)
- Canadian Association of Exhibition Management (CAEM)
- Federation of Congresses and Related Entities of Latin America (COCAL)
- Healthcare Congress and Exhibitors Association (HCEA)
- International Association of Exhibitions and Events (IAEE)
- IAEE MENA Chapter
- Philippine Association of Convention/Exhibition Organizers and Suppliers Inc. (PACEOS)
- Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS)
- Society of Independent Trade Fair Organizers (SISO)
- Trade Fair Times, India
- Mexico Informa
- Brazilian Union of Fair Promoters (UBRAFE)
Related. Data shows it’s time to plan for safe reopening of trade shows
“CEIR is grateful to all who participated and enabled us to provide information based on objective and unbiased research that will help our industry members move forward with confidence with their own strategies.”
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Exchange card sponsored the series, making it available to the industry free of charge from CEIR’s Global Virtual Event Trends website.
Contact Nancy Drapeau at (972) 687-9242 or [email protected]; contact Cathy Breden at (972) 687-9201 or [email protected]