AMERICAS - A new report from the Center for Exhibition Industry Research (CEIR) claims visitors would sooner meet with marketing and sales staff, than management from the exhibiting company.
According to a new report by CEIR, titled Exhibition Staff Practice Summaries, more than half (56 per cent) of attendees indicate a preference of meeting with exhibit staff in the marketing/sales function than in any other capacity.
The report also said that 30 per cent of exhibitors on average field marketing/sales staff at their stands, while 27 per cent of field employees are in a managerial role.
In addition, one of the top ranked attributes attendees look for in exhibitor staff is knowledge about the company's product or solution (94 per cent). This report also reveals a gap between attendee preferences and exhibitor staffing, which CEIR claims is an opportunity exhibitors need to seize. Half of attendees hope to meet research and development staff while only three per cent of exhibitors on average make this staff available. The data suggests exhibitors may be missing an opportunity to capture market feedback that could lead to product enhancements or new offerings.
“Attendees regard exhibit staff as the face of the company.” said CEIR research director Nancy Drapeau. “It is their chance to engage face-to-face with the people behind an organisation and brand. This human interaction gives exhibitors the unique chance to make a powerful connection that can translate into new business for their long-term success; therefore, having staff with the right job functions, level of experience and demeanour is key to positioning an exhibiting organisation for success.”
The study is a companion to the last report CEIR released from this series titled Purchase Process and Customer Relationships, providing insight into who visitors hope to meet at trade shows and the characteristics of exhibit staff that best resonates with them.
Earlier this year CEIR released research that broke down the way in which exhibitors allocate spending at events.
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