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Exhibition World Issue 2 | 2014
Issue 2 | 2014
Supplement: Basque Country
Russia Supplement
CEIR UNVEILS IMMERSIVE EXPERIENCE PREFERENCE OF EXPO VISITORS
posted on: 24/4/2014 11:19:23
Brian Casey CEIR

AMERICAS - The Center for Exhibition Industry Research (CEIR) has claimed that expo attendees look for “an immersive experience” before they look at products when attending B2B exhibitions.
 
In its latest report, Exhibition Floor Interaction: What Attendees Want, CEIR reveals evidence that attendees look to take advantage of the “in-person” - the physical environment that is unique to live exhibitions and not available online.
 
It claims that visitors aim to interact and understand products that are showcased. When they are ready to learn more about a prospective product orservice, they are interested in engaging with the people behind the products.
 
"When professionals attend an exhibition, they want to jump in and immerse themselves with the products and services showcased at the event," said CEIR president and CEO Brian Casey, CEM (pictured). "Interaction trumps theatre-style presentations today, as attendees want hands-on experience with products. When they have a question or want to learn more, they expect to engage with knowledgeable exhibitor staff."

The report stated that preferences differ in terms of a professional's interest in engaging with vendors they do not know. Managerial implications as well as recommendations for organisers and exhibitors, on the various opportunities and ideas on adjusting approaches in light of current trends were also discussed in the report.
 
Jeff Tanner, professor of marketing at Baylor University and the study's co-author, said: “Today's empowered customer expects more from all marketing, and the same is true when they are attending an exhibition."
 
Exhibition Floor Interaction: What Attendees Want was studied to provide an overview of the experiences attendees are seeking on the floor in general, as well as by their role in their organisation's purchasing decisions, by gender, job title and age.
 
In an earlier report, CEIR claimed expo attendees rely on word-of-mouth and recommendations from colleagues when deciding to attend an event.
 
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