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GES releases face-to-face industry study

Global Experience Specialists (GES), a leader in exhibition, event and retail marketing services, recently announced the release of an industry white paper, Aligning for Success, which examines how the exhibition industry can transform the tradeshow format to increase the value to all participants.

In an effort to provide better insights and solutions, GES undertook an extensive market research study of more than 700 participants from three key groups – exhibitors, exhibit houses and exhibitor appointed contractors (EACs) and show organizers. The research was conducted through focus groups, online surveys and in-person interviews.

“The surveys were conducted as part of a GES ‘listening tour’ that gauged what exhibitors, show organizers and EACs were looking for in the near term,” said David Saef, executive vice president of strategy and marketing for GES.

Key priorities from the research include:

  • Exhibitors expect an easy, seamless and impactful experience at the tradeshows they support
  • EACs are savvy advisors who influence which shows exhibitors support and how budget dollars are spent throughout the show
  • Organizers expect a seamless experience from their partners and are very focused on growing their shows and profitable sales

Areas of common alignment include:

  • Easy, seamless, end-to-end execution
  • Access to relevant and timely information
  • Transparency on the show and attendee information allowing for more informed decisions
  • Collaboration on areas of mutual benefit while reserving the right to compete in areas requiring specific expertise

The study also includes feedback from exhibitors on the best ways show organizers and official service providers can increase the value of tradeshows and help exhibitors save money.

“We’re all part of this interconnected community,” said Saef. “In order to ensure tradeshows and events continue to be a leading marketing channel, we need to work together and make the experience more productive for exhibitors, organizers and attendees. Our team at GES has already undertaken a number of changes based on this feedback and we are reaching out to other industry participants to employ best practices and improvements.”

The research was presented at a recent Large Show Roundtable, produced by Sam Lippman and Integrated Show Management & Marketing.


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