In the ever-evolving world of business-to-business (B2B) marketing, exhibitions remain a powerful channel for brand promotion and sales. CEIR’s latest report, How Exhibitors Evaluate Outcomes, provides valuable insights for exhibitors looking to maximize their return on investment (ROI).
A striking finding is that 81% of exhibitors evaluate the effectiveness of their attendee engagement activities. This high percentage underscores the critical nature of measuring performance at exhibitions. If you are part of the 19% who do not evaluate, it is time to start!
Key Evaluation Methods
- Real-time monitoring (63% of exhibitors)
- Post-show evaluation (53% of exhibitors)
CEIR INSIDER TIP: Implement both real-time and post-show evaluation methods to get a comprehensive view of your exhibition performance.
A whopping 96% of exhibitors use attendee engagement tactics to influence their top-ranked exhibition objectives. This demonstrates the critical role that engagement plays in achieving exhibition goals.
The Top Three Primary Objectives for Exhibiting
- Sales lead generation
- Branding
- Relationship management
CEIR INSIDER TIP: Clearly define exhibition objectives and design engagement tactics that directly support these goals.
The report reveals that for 15 out of 20 specific key performance metrics for overall goals for exhibiting, over 50% of exhibitors rate their engagement tactics as highly effective in influencing results. This is encouraging news for exhibitors investing in engagement strategies.
CEIR INSIDER TIP: Focus on quality over quantity when it comes to lead generation and prioritize face-to-face interactions with customers and prospects.
Interestingly, the report notes a shift in how exhibitors measure branding impact. For details on what that shift is, download the full report.
The 2024 CEIR report provides valuable insights for exhibitors looking to maximize their outcomes. By implementing robust evaluation methods, aligning engagement tactics with objectives, and focusing on high-impact metrics, exhibitors can significantly improve their exhibition ROI.
Remember, the key to success lies not just in participating in exhibitions, but in strategically engaging attendees and meticulously measuring the results. Start implementing these insights today and watch your exhibition performance soar!
Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for CEIR subscribers and IAEE members, and cost $49 USD for non-subscribers/non-members.
