CEIR's Latest Report Indicates Attendees Prefer Face-to-face Interaction with Exhibitors
September 19, 2012
The latest report in the Center for Exhibition Industry Research’s series, “The Role and Value of Face-to-Face Interaction”, indicated that attendees and exhibitors believe it is vital to meet in person on the showfloor.
CEIR surveyed 885 exhibitors and 9,215 attendees about the importance of the face-to-face process in general during each stage in the purchasing process and customer relationships.
Attendees placed high importance on face-to-face interactions at all pre-purchase stages, with two-thirds or more ranking these interactions important for investigating, evaluating and narrowing down choices before buying.
Post-purchase, 71 percent of attendees placed high importance on face-to-face interactions to maintain relationships with vendors.
Vendors also indicated that before the purchase they placed a high value on face-to-face interaction for awareness building, 82 percent, but a lower value, 59 percent, on meeting face-to-face to help buyers narrow their choices.
“Exhibitors may be missing an important opportunity to interact with attendees at a critical phase prior to making the actual purchase decision,” the report concluded.
Another aspect of the report asked respondents about the importance of face-to-faceat exhibitions (as opposed to in general) at each stage in the purchasing process and customer relationships.
The majority of attendees assigned high importance to face-to-face interaction in the pre-purchase phases.
Just under one-half assigned importance for all other phases, except for maintaining relationship, which was 63 percent.
The majority of exhibitors assigned high importance to engaging face-to-face with attendees at their exhibits at all phases of the customer continuum, with three-quarters or more placing importance on the first two pre-purchase phases - relationship maintenance and brand advocacy stages.
Again, some exhibitors may be missing the chance to influence attendee purchases at the ‘narrowing of choices’ phase; 63 percent of attendees assigned high importance to face-to-face interactions at exhibits for this purpose, compared with 57 percent of exhibitors, the report concluded.
Lastly, the survey asked attendees and exhibitors there preferred method of obtaining and providing information.
Fifty-six percent of attendees and 67 percent of exhibitors said their first choice of interaction was face-to-face conversation with exhibit personnel, with the second choice for both being one-on-one demonstrations with exhibit personnel.
“This study …affirms the enduring value of face-to-face interaction and the exhibition setting’s unique position of offering both attendees and exhibitors a cost- and time-effective way to accomplish these highly valued activities,” the report concluded. “Creating a system of quality interaction can create a unique buying/selling environment for those involved, where ROI is unbeatable. Even today, with the explosion of digital media options around us, the value of face-to-face marketing endures.”
According to Nancy Drapeau, CEIR’s director of research, there are three more reports on tap in this series:” Exhibition Staff Practice Summaries”, “Trends in Use of Exhibition” and “Profiles of Attendees and Exhibitions”.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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