The Lippman Connects Exhibit Sales Roundtable session provided valuable insights and benchmarks for navigating the evolving exhibitor landscape, along with a practical checklist to aid potential sponsors and exhibitors in decision-making.
EVOLIO Marketing, specializing in market research for exhibits and events, shared data from over 21,000 surveys conducted among medium and large B2B trade shows. Joe Federbush, EVOLIO Marketing’s president, emphasized the importance of these benchmarks in guiding exhibitors toward their goals and improving the industry collectively.
Key highlights from the session include:
Sponsorship Expectations: Sponsors seek cost-effective, transparent opportunities. They prioritize understanding hidden costs and the number of genuine attendees, aiming for impactful thought leadership engagements rather than mere branding exposure.
Post-COVID Realities: Interaction rates between staff and attendees have decreased post-pandemic, potentially due to a lack of training for newcomers and a sense of complacency among staff accustomed to remote work.
Rising Costs vs. ROI: While exhibitors express satisfaction with events, less than half rate the value of their investment as excellent or very good. Rising exhibition costs pose challenges in proving ROI, but the potential benefits, including brand exposure and networking opportunities, remain significant factors.
Net Promoter Scores (NPS): Exhibitors’ NPS tends to be lower compared to attendees, reflecting varying perspectives on event value based on roles and objectives. Federbush suggests shifting focus from traditional ROI metrics to measuring return on experience and emotion (ROX and ROE), considering the exhibitor and attendee journey and sentiment towards the event.
Providing Basic Information: Organizers should offer essential information, such as attendee demographics and event details, readily accessible on their websites to facilitate exhibitor decision-making. Clear communication of these details can enhance exhibitor engagement and satisfaction.
Overall, the session underscores the need for transparency, effective communication, and a nuanced understanding of exhibitor needs and expectations in the post-COVID event landscape.
Learn more about the report from this link:
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