As attendees and exhibitors return to in-person events with renewed enthusiasm, business-to-business (B2B) exhibitions are evolving to meet changing expectations. The seventh report in CEIR’s Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor series, Exhibition Learning Activities Outside Exhibit Booths, reveals useful insights into how organizers are integrating educational opportunities directly onto exhibition floors.
This strategic approach serves multiple purposes by keeping attendees engaged on the floor between booth visits, providing additional value to participants and offering exhibitors new sponsorship opportunities that align with their marketing objectives.
The research shows that exhibition floor learning has evolved in recent years. Where traditional education sessions were once relegated to meeting rooms outside the exhibition area, today’s exhibition organizers are bringing learning directly to the exhibition floor action. This shift recognizes the fundamental needs of attendees who seek not just products and networking, but meaningful learning experiences that enhance their professional development.
Exhibition Learning Activities Outside Exhibit Booths examines which learning formats generate the highest attendee engagement. Interactive sessions that address professional development, industry trends and new product innovations appear to resonate strongly with participants. The report explores various session formats, optimal lengths, and ideal participant sizes to provide organizers and exhibitors with practical guidance for implementation.
For exhibitors considering sponsorship of these learning opportunities, this report offers strategic insights into aligning these investments with specific marketing goals. Whether seeking to enhance brand visibility, generate qualified leads, or position as an industry thought leader, the data suggests certain approaches may yield better results than others.
The research is based on comprehensive surveys of both exhibition organizers and exhibitors active in the North American B2B exhibition market, providing a balanced perspective from both sides of the equation. This dual viewpoint strengthens the reliability of the findings and ensures the recommendations are grounded in practical experience.
In an industry constantly seeking innovation while maintaining core value propositions, this research provides timely guidance for creating exhibition experiences that truly deliver on the promise of people, product and learning engagement.
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.
