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.
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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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