by Michael J. Shapiro | June 27, 2017
An overwhelming majority of exhibitors (94 percent) use attendee-engagement tactics to drive their most important objectives for exhibiting, according to a report published Monday by the Center for Exhibition Industry Research. The study, titled "Part Three: Exhibitor In-Booth Tactics -- Methods Used to Evaluate Outcomes," details the correlation between attendee-engagement tactics and the three most important exhibitor objectives: sales-lead generation, brand-awareness efforts and relationship-management activities.
 
"Attendee engagement is the basis for face-to-face marketing," said Cathy Breden, CMP, CAE, who is the CEO of CEIR. "It is the mechanism exhibitors use to achieve their overall goals for participating in an exhibition. This report is a must-read for those looking to benchmark their approach to industry norms and to realign attendee-engagement tactics to what works best to achieve success."
 
The full, 12-page report -- available free to CEIR members and for $49 to nonmembers -- describes attendee-engagement tactics used to influence 17 specific exhibitor objectives, with effectiveness scores for each. The report also details differences among industry sectors, exhibitors and other key demographics.
 
The report is part three of eight in CEIR's 2017 Attendee Floor Engagement Study.