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Studying the subject of attendee preferences, Center for Exhibition Industry Research (CEIR) released a white paper examining segmented marketing.

Titled “Attendee Preferences by Job Title,” CEIR offers insights for tradeshow managers to create effective segmented marketing campaigns.

For example, tradeshow executives should ask if convention-goers are attending a particular show specifically to shop or to learn. Also imperative to ask is if important objectives for attending are being met.

Organizers can use this data more effectively, according to Brian Casey, president and CEO, CEIR.

“This report helps exhibition organizers make sure their approach is in alignment with the preferences of their target attendees, regardless of the decision-making level the attendees hold within their organizations,” stated Casey.

For more information, visit ceir.org.


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