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A new report finds exhibit buyers want to meet sales people in booths but also want to meet the people behind the product.
Exhibition Staff Practice Summaries is the latest report from The Role and Value of Face-to-Face Interaction Study Series by the Center for Exhibition Research, Dallas. The report provides insight into participants preferences, who they hope to meet when visiting an exhibit at a business-to-business exhibition as well as the characteristics of exhibit staff that best resonates with them. Exhibitor practices are compared with these preferences.
Key findings include:
- One of the top ranked attributes participants look for in exhibitor staff is knowledge about the company's product or solution (94 percent).
- 56 percent of participants indicate a preference of meeting with exhibit staff working in sales/marketing while exhibitors on average have marketing staff/sales staff, 30 percent, or management, 27 percent, in their booths.
- One-half of participants hope to meet research and development staff while only 3 percent of exhibitors on average make this staff available. This interaction can lead to product enhancements or new offerings, the report suggests.
Previously CEIR released another report, Purchase Process and Customer Relationships. That study revealed that the majority of participants prefer one-on-one interaction with exhibit personnel for face-to-face interaction. It also found that the face-to-face interaction at exhibitions is very important at specific points in the purchase process. Details: www.ceir.org.