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Interest in what's new and the opportunity to talk with experts are the top reasons why participants attend exhibitions, according to an updated study by the Center for Exhibition Industry Research, Dallas.
The study, What Attendees Want from Trade Exhibitions, looks at what participants want to achieve when they visit business-to-business exhibitions.
• Many participants have dual agendas when they visit exhibitions, looking to serve both organizational and personal needs. Nearly the same percentages of attendees come to shop (69 percent) or learn (66 percent).
• The top-ranked important reasons for attending exhibitions is a blend of coming to see what is new and having a chance to interact with experts. The highest-importance scores are achieved for: see new technology, have the chance to talk to experts and gain industry insights.
• Exhibitions are doing well in meeting the needs of participants, with more than a majority saying their top-ranked important needs are met. Also, there are areas of opportunity for exhibitors and organizers to further ramp up the value of exhibitions in meeting shopping needs as they relate to current problems and purchase decisions. Details: www.ceir.org.