Exhibitor Insight Report: Beyond the Surface
The Exhibitor Insight Report investigated beyond the impact of the pandemic. This comprehensive research captured the sentiments of exhibitors from various industries and sizes, shedding light on the challenges ahead of the event industry.
Exhibitors valued trade shows as effective cross-marketing and sales channels for the ability to gather immediate feedback and gauge their audience's perceptions of their products or brands.
Budget pressure and the ROI challenge
However, there has been budget pressure from senior leadership and rising costs. Unlike other marketing channels where data is accessible instantly, exhibitors find it challenging to demonstrate exhibit return on investment (ROI) to justify their spending. Exhibit professionals seek solutions and alternatives to cope with tightening resources. The risk of compromising the attendee experience looms large, threatening to create a downward spiral.
Bridging the generational data gap
The report also underscores the significance of bridging the generational gap regarding data:
- Senior exhibitors prioritize demographic insights
- Junior counterparts seek metrics like dwell time and engagement
A collaborative solution
Collaborative efforts within the industry have become imperative to address the budget and data issues that we share. Amidst all challenges, a game-changing solution is developed in collaboration with prolific exhibiting companies: an exhibit analytics tool called Maxbi. A platform that helps exhibitors overcome the measurement gap, empowering them to predict better, justify event expenses, and demonstrate exhibit ROI.
Watch the webinar
Watch Beyond the Surface webinar, presented by Exhibitor Insight, unveiling crucial perspectives on the exhibition industry.
Hosted by:
- Emily Olson: Managing Editor, EXHIBITOR Group
- Jessica Sibila: Executive Director, The Exhibitor Advocate
- Chloe Richardson: VP Senior Corporate Relations, Explori
See where your events sit against the industry.
Explori benchmarks your event performance against the largest dataset of event feedback in the industry, so you can spot where you're ahead, where you're exposed, and what to fix first.