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The Expo Group, an exhibitions and events partner that invests in growth, recently concluded a study of trade show exhibitor needs and released the findings in a white paper now available online. The study updates the original 2008 study The Invisible Exhibitor, examining what has changed over the last decade.

Released on Global Exhibitions Day, The Invisible Exhibitor: What They’re STILL Not Telling You details the plight of exhibitors, 75 percent of whom revealed they believe trade show management could and should be doing more to help them. The paper reveals findings and outlines solutions for issues exhibitors face today including staggering velocity, new digital citizens, business incubation and the hunger for innovation. 

“Show organizers may have introduced technology tools and made steps to improve the situation but true business partnership is rare,” says industry journalist and event consultant Michael Hart, who conducted the study. “Anxiety and confusion are still spawned by imperfect systems and the expectations within their own organizations that they do more with less.”

The white paper is available for download at theexpogroup.com/invisible. Also available is the 2008 original The Invisible Exhibitor paper written by MAYA Design (now BCG), a study of The Right Tech at the Right Time and a peek at Designing for Multigenerational Audiences.

“We are committed to presenting thoughtful pieces that support events and trade show professionals, which ties directly to our investment model, We Invest, You Grow,” says Chief Sales Officer Toby Purdy.

Additional Invisible Exhibitor resources include a webinar available on-demand, an infographic within the white paper, 8 blog articles and an interview with Hart on The Exposure podcast, all accessed via theexpogroup.com/blog.

The Expo Group helps grow revenues and advance causes through the design and execution of compelling, memorable experiences. Imagination fuels passion to create trade shows, events and exhibits that engage people on a higher level. The company has headquarters near Dallas with offices in Atlanta, Boston, Orlando, Las Vegas, Chicago, Austin/San Antonio and Washington D.C. For more info, visit www.theexpogroup.com.

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