Research Report – What Trade Show Attendees Want

The Center for Exhibition Industry Research has released a new study about meeting attendee preferences. The study entitled Exhibition Floor Interaction: What Attendees Want looks at what exhibitors can do to create a more successful trade show experience.

The study revealed that interaction is key. Attendees are looking for a type of experience that can’t be replicated online. Although many consumers and business buyers research companies and their products online, the opportunity to interact hands-on with products on the trade show floor is one of the main reasons attendees go to shows. Additionally, the report states attendees are looking for the immersive experience that the trade show floor provides as well as the opportunity to engage directly with knowledgeable exhibitor staff.

Attendees are information hungry. They come to events for two primary reasons: to learn and to buy. As they look to make purchasing decisions, 58% of those surveyed say they like to collect and read literature on the exhibitor’s products and services. On the other hand, the vast majority of trade show attendees are not interested in watching product videos while at the booth. They prefer to view video at home or in their offices, rather than staring at screens on the trade show floor.

The study provided additional insights into how attendee preferences vary by age, by whether or not they are familiar with a particular exhibitor and by where they are in the buying process. Watch our blog for more insights into attendee preferences and how your company can increase its exhibiting success.