Among research findings for its 2016 Attendee Retention Insights Series, the Center for Exhibition Industry Research found that key factors in attendee loyalty towards an event are the quality of face-to-face interactions on the show floor as well as the quality of product interactions. The newly released report, titled Exhibition Floor Features that Build a Loyal Alumni Attendee Audience, is the second in the series and examines what makes attendees return to a show multiple times.
The study asked attendees to rank the importance of 16 different components on a show floor, and has show organizers rank the same things. While the groups align in their perception of the importance of some items, gaps exist that researchers say may impede a show’s progress in developing a loyal following. Specifically, nine out of 10 repeat attendees said it is important to engage with product experts and designers and to have questions answered on the spot. In addition, three out of four said they return to a show for in-booth product demonstrations and new product showcases, as well as other opportunities to explore products.
The report, which is one of five planned for the project, divides attendee preferences by demographics, purchasing power, organizational size and more, allowing planners to drill down into specific audiences and the attributes that keep them coming back. The full report is available at www.ceir.org.
