Center for Exhibition Industry Research (CEIR), a research agency, released a new report.
“Attracting New Attendees” provides key characteristics of new attendees and insights on the primary resources relied upon to identify prospective events to visit.
“This report offers very useful insights for organizers striving to bring new attendees to their events. It points to the importance of multichannel marketing,” said Nancy Drapeau, PRC, research director, CEIR.
Top line findings include:
- New attendees are twice as likely to be final decision-makers in the buying processes when compared to those who are not adding new exhibitions to their schedule.
- New attendees, who are actively searching for events, are more likely to use different sources when considering which exhibitions to attend; with word-of-mouth sources and personal invites holding sway with this target audience.
“This study highlights the importance of seeking new attendees because decision-makers are actively searching for new and better sources of information, especially exhibitions,” said Dr. Jeff Tanner, professor of marketing, Baylor University.
The study was conducted by Dr. Tanner and Drapeau, using a panel of exhibition attendees provided by ResearchNow and with a grant from CEIR. The sample consisted of 421 respondents from 14 industries.
IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership. To view the full report, visit http://www.ceir.org/store_products.view.php?id=2557.