In today’s evolving B2B exhibition landscape, creating meaningful engagement opportunities between attendees and exhibitors is crucial for event success. The sixth report in CEIR’s Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor series, Exhibition Floor Product Opportunities Outside Exhibit Booths, examines how organizers and exhibitors extend product engagement to common areas in addition to traditional exhibit booths.
The report identifies engagement strategies that are proving effective in the post-pandemic environment. As the B2B exhibition industry continues its strong recovery, understanding these dynamics is important for both organizers and exhibitors to monitor.
Results indicate a majority of organizers are actively providing product engagement opportunities in common areas. These spaces are strategically designed to complement, rather than compete with, traditional exhibit booths. The research shows that exhibitors who take advantage of these opportunities are seeing meaningful results in terms of attendee engagement.
The study also highlights the emergence of interactive and experiential engagement strategies. While traditional product showcases remain important, the report indicates that hands-on demonstrations and interactive experiences are gaining significant traction among attendees. The research also explores an emerging trend in the use of social media and brand influencers to enhance product promotion and attendee engagement.
New product showcases and competitions continue to play a vital role in the exhibition ecosystem, with the report providing fresh insights into their effectiveness and implementation. The research examines various formats for these showcases and offers guidance on maximizing their impact for both organizers and exhibitors.
Exhibition Floor Product Opportunities Outside Exhibit Booths also delves into the strategic use of pavilions and various amplification techniques that can help maximize buzz on an exhibition floor and help extend the reach of exhibition floor activities to the larger industry audience that may monitoring an event’s activities via social media. These findings are particularly relevant as exhibitions adapt to changing attendee expectations and communications preferences.
For organizations looking to enhance their exhibition strategies, this report offers evidence-based insights that can help inform decision-making about product engagement investments. The full report includes detailed data on attendee usage patterns, exhibitor participation rates and organizer offerings across various engagement formats.
Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for IAEE members, and cost $49 USD for non-members.
