B2B Exhibition Attendees Seek Engagement with Product Technical Experts – How Does Your Exhibit Booth Fare in Meeting This Need?

By Nancy Drapeau, PRC; Dr. Christophe Haon, Marketing Professor, Grenoble Ecole de Management; Dr. Trina Sego, Marketing Professor, University of Waikato, New Zealand; Dr. Shikhar Sarin, Marketing Professor, University of Waikato

In the midst of the COVID-19 crisis, brand marketers have an opportunity to reflect on their exhibiting approaches, how they can be enhanced to maximize the value of these investments in preparation for when face-to-face marketing resumes. One area of critical importance to successfully exhibit is having the right staff in a booth.

CEIR research consistently documents, most recently in the Attendee ROI report series, that business professionals place high value on the information they glean from attending business-to-business (B2B) exhibitions in supporting their business information and purchasing decision needs. Most attendees come to achieve both shopping and learning objectives. As well, learning is found to be nourished, supported not only by attending education sessions at an event…