New analysis from affiliation and nonprofits occasion associate Personify presents a deep dive into the energy of occasions as we speak, together with altering expectations, distinctive challenges, increasing targets and demographic shifts—all from the eyes of the exhibitor.
The agency’s newly launched analysis report, 2023 Exhibitor Information: Analysis Findings, from survey analysis performed by A2Z Occasions, presents probably the most related and present traits for commerce present and occasion organizers, with analysis performed in January 2023.
“At Personify, we perceive the significance of staying knowledgeable concerning the present traits and expectations for commerce exhibits and occasions,” mentioned Wealthy Vallaster, director of occasion advertising and marketing at Personify, in a information launch. “That’s why we performed this analysis—to supply occasion organizers with a greater understanding of exhibitor preferences and desires. Essentially the most shocking discovering from the survey was that exhibitors cited growing their visibility as extra necessary than producing leads—a transparent indication of the broader targets many firms have for occasions as we speak. General, we really feel this survey knowledge is important to assist make sure that commerce exhibits in 2023 meet the calls for of contemporary exhibitors.”
The analysis affirms anticipated progress in occasion participation this 12 months
Occasions are a highly effective and versatile advertising and marketing instrument for firms of all sizes: 89 p.c of survey respondents reported their 2023 occasion participation is staying the identical or growing in comparison with 2022. Regardless of financial uncertainty, firms wish to 2023 as a benchmark for profitable occasions, recognizing the significance of occasion ROI and engagement in an ever-competitive market.
The findings recommend that occasions have change into greater than only a instrument to amass new prospects
Whereas producing new leads has at all times been a prime precedence, in 2023, exhibitors wish to enhance their visibility greater than ever earlier than. Exhibitors additionally reported that content material might be a key motivator for attendance at an occasion and sustainability stays a spotlight for a lot of when organizing occasions.
The report additionally uncovers crucial demographic to focus on and think about when designing your occasion experiences in 2023. At present’s main target market could also be youthful than you suppose. The demographic insights inside the report assist a substantial shift in shopping for energy and a rise in expectations for a curated, interactive and fascinating expertise earlier than, throughout and after occasions.
Assembly the wants of exhibitors isn’t straightforward in as we speak’s world
On prime of making certain primary wants, similar to having an exhibition house and advertising and marketing supplies obtainable, understanding exhibitor expectations and motivations will additional allow present organizers and occasions professionals to maximise their occasions in 2023 and past.
Obtain the total report right here.
The report was compiled from the survey responses of 318 members employed by firms or organizations which have exhibited throughout no less than one commerce present, convention or occasion in america throughout 2022. Whereas every firm or group is exclusive in its participation in commerce exhibits and occasions, the findings will help inform present organizers as they develop methods designed to assist the long-term progress and success of their group.
