Freeman, a global events company, has released a comprehensive report titled “Event Excellence by Design,” shedding light on exhibitor objectives and data-driven strategies for show organizers. The report, based on insights from 1,911 industry professionals surveyed in February, reveals crucial factors influencing exhibitor decisions and offers valuable data to enhance event experiences.
According to the report, 61% of exhibitors consider unpredictable costs as a significant factor influencing their decision to participate in an event. However, 93% prioritize the quality of expected attendees over external constraints, emphasizing lead quality as the primary measure of success. This focus on lead quality has increased from 63% in 2023 to 67% this year.
Ken Holsinger, Senior Vice President of Strategy at Freeman, highlights the importance of understanding exhibitor objectives and evolving trends for event organizers to deliver enhanced value. He emphasizes that successful events require a deep understanding of customer objectives and demographic shifts.
Key Highlights from the Report:
- Exhibitor Participation: Following a successful 2023, 79% of exhibitors plan to maintain or increase their event participation in 2024, with 75% maintaining or increasing their exhibiting budgets.
- Lead Generation: Exhibitors prioritize lead generation (35%), brand impact/awareness (25%), sales (24%), and lead nurturing (17%) as the most important components of the event experience.
- Shifting Demographics and Event Types: The demographics of exhibitors are changing, with a 5% increase in female exhibit marketers compared to last year, and a decrease in the average age from 51 to 47. Moreover, 72% of exhibitors now participate in various types of events beyond traditional trade shows.
- Rise in Independent Events: Despite positive exhibitor plans and budgets, dissatisfaction with third-party events persists. More exhibitors are considering or organizing independent events to maximize value.
- Enhanced Lead Generation and Networking: Exhibitors prioritize meeting with customers/prospects and acquiring quality leads, but express growing dissatisfaction with the leads received.
- Demand for Predictable Packages: 64% of exhibitors value turnkey, all-inclusive exhibit packages from event organizers, although preferences vary between small and large exhibitors.
Impact Analysis by BrainADZ Exhibits:
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Market Adaptation: The report underscores the importance of understanding exhibitor objectives and evolving trends, providing valuable insights for event organizers to adapt their strategies and offerings to meet changing industry demands.
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Bridging Expectation Gaps: By highlighting gaps between attendee and exhibitor expectations, the report offers actionable steps for organizers to bridge these disparities and enhance value across the events ecosystem, potentially fostering greater satisfaction and participation.
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