CEIR, SISO Unveil 2015 Young Professional Exhibitor Needs and Preferences Study

April 18, 2015

The Center for Exhibition Industry Research (CEIR) has teamed again with the Society of Independent Show Organizers (SISO) to produce its latest publication, “2015 Young Professional Exhibitor Needs and Preferences Study”.  

CEIR has conducted research with young professional attendees since 2009. With funding from SISO, this first-ever initiative offers insights on young exhibitor attitudes and preferences about business-to-business exhibitions.

“SISO is pleased to entrust this important exhibition industry research to CEIR with financial underwriting. Young exhibitors today are the brand marketers of the future who will make the decisions to exhibit,” said SISO Executive Director Lew Shomer.

 

He added, “Understanding what they think about the channel and what they value most is essential to our industry's ability to respond to their preferences and assure a prosperous future. We are pleased that CEIR has done such a great job with our grant to provide this important attitudinal survey about our younger exhibitor personnel."

Here are five key findings:

·  Nearly all (98 percent) of young exhibitors find that exhibitions deliver unique value that cannot be fulfilled by other marketing or sales channels. The most popular aspects speak to the ROI, the ability to achieve multiple sales and marketing objectives in a compressed time period, with engaging face-to-face with customers and prospects top-ranked.

·  For young exhibitors, exhibitions mean business: More than seven out of 10 young exhibitors view the exhibition channel as a medium to accomplish multiple important marketing and sales objectives.

·  For young exhibitors, at the core of the in-booth experience is the product itself and attendee interaction with product and exhibit booth staff. Young exhibitors find tactics which feature the product (71 percent) give attendees opportunities to interact with product (67 percent) and provide settings that enable booth staff to engage with attendees (66 percent) as the most effective ways to interact with attendees. A majority also find various digital interactive elements, giveaways and prizes as effective attendee engagement techniques.

·  It is all about face-to-face engagement and interactions: One-on-one conversations with exhibit personnel, with and without a product demonstration are the number one face-to-face settings of choice.

·  Keep it friendly and inviting! Emphasis on the importance of exuding a 'friendly and outgoing' approach is uniquely Millennial, and at 77 percent, it is a top-ranked trait young exhibitors look for in booth staff.

CEIR President and CEO Brian Casey, CEM, said, "We thank SISO for funding this study. Through partnerships like these, CEIR is able to deepen the value of its research, offering insights on the hottest topic areas that enable organizers and other players in the industry to keep current of trends and respond for competitive advantage. This particular study suggests the future of the industry is bright; though it also points out young exhibitors have unique preferences. Organizers need to pay attention and adjust content and marketing approaches to remain relevant and positioned for growth."

The “2015 Young Professional Exhibitor Needs and Preferences Study” provides a comprehensive overview of young exhibitor attitudes, preferences and habits relating to the exhibition channel. It profiles career attitudes, how they impact attitudes regarding exhibitions and metrics assessing affinity to the channel. The report also takes a look at all facets of exhibiting – from importance placed on achieving marketing and sales objectives, reasons for avoiding exhibiting, as well as effective exhibiting tactics. Specific tactic preferences evaluated include booth offerings, face-to-face setting preferences, exhibit booth staff characteristics, and participation in a range of exhibition organizer offerings made available at each stage of an event. Communication preferences with organizers after signing up to exhibit are also evaluated.

In addition, the “2015 Young Professional Exhibitor Needs and Preferences Study” examines significant differences by subgroups including job role, frequency of exhibiting, role in decision to exhibit and other key demographics.

This is the second generational study sponsored by SISO. In 2014, the organization funded theYoung Professional Attendee Needs and Preferences Study.

Click here to download the 2015 Young Professional Exhibitor Needs and Preferences Study.

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact