by Michael C. Lowe | April 15, 2015
The Center for Exhibition industry Research has released a study offering insights on young professionals' attitudes and preferences about business-to-business exhibitions. The paper, the 2015 Young Professional Exhibitor Needs and Preferences Study, was funded in part by the Society of Independent Show Organizers and includes data from young professional attendees dating back to 2009.

Key findings include:
• Nearly all young exhibitors (98 percent) find that exhibitions deliver unique value that cannot be fulfilled by other marketing or sales channels.
• More than seven out of 10 young exhibitors view the exhibition channel as a medium to accomplish multiple important marketing and sales objectives.
• Young exhibitors find that the most important in-booth tactics to consider are those that allow attendees to interact with products amid settings that allow booth staff to engage with attendees.
• The top-ranked trait young exhibitors look for in booth staff is "friendly and outgoing."

The full study can be downloaded at; it is free for members and $149 for nonmembers.