CEIR’s Latest Attendee ROI Playbook Report Analyzes Gender Nuances at B2B Exhibitions

January 10, 2019

While the B2B exhibition channel is highly valued by both men and women, there are many nuanced differences in what is valued most by each gender. This is the basis for the sixth report in the Attendee ROI Playbook series, published by the Center for Exhibition Industry Research (CEIR). 

Released this week, Gender Differences and Similarities takes a deep look into how gender influences what industry members strive to achieve at B2B exhibitions, how they navigate events and what is most important to them.

For example, men comparatively focus more on the business of attending events for buyer activities, with objectives weighted heavily toward identifying new suppliers and nurturing relationships with existing vendors, while women’s reasons for attendee are more focused on learning, with a desire to cultivate new skills and move up in their careers. 

Women also place higher importance on idea generation than men do, seeking out events that will move and inspire them.

“One ‘aha’ for me is the importance of learning for women,” said CEIR CEO Cathy Breden. “We know B2B exhibitions are a valued resource for both men and women to get the training they need for career success, though this research speaks to unique needs for women – that learning is important at a higher rate regardless of their age.”

The report analyzes event attendees across 17 different points, including job level and function, the decision-making process for attending, purchasing influence, metrics for determining ROI, average number of B2B exhibitions attended in the past two years and anticipated attendance in the next two years.

In addition to the gender analysis, there are two major takeaways from the report for organizers to ensure their B2B exhibitions in 2019 and beyond continue to evolve with attendee preferences and behaviors.

First, similar to women, millennials in this study placed high importance on coming away from an exhibition feeling inspired, motivated and recharged. It will be important to evaluate how exhibitions can be modified to respond to this need with regard to event and booth design, meeting spaces, learning format, and special events and activities.

Second, the significance of peer information is becoming more apparent. The elevation of peers as a trusted information source for both men and women, particularly among millennials, indicates that this practice will likely become more commonplace over time. 

Organizers must respond to this by considering how they’ll satisfy the demand for peer-to-peer engagement in a face-to-face setting and how they’ll personalize those experiences. 

It will also be crucial to find new ways to help attendees find and connect with one another, as well as exchange reviews on what is being showcased on the exhibition floor. Engaging exhibitors to participate in these conversations as well will be the final piece of the puzzle.

Thanks to sponsorship by the PCMA Education Foundation and IAEE, the full report and all others in this series can be read for free HERE.

CEIR

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.