New analysis from affiliation and nonprofits occasion accomplice Personify provides a deep dive into the energy of occasions at the moment, together with altering expectations, distinctive challenges, increasing objectives 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 essentially 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 reveals and occasions,” mentioned Wealthy Vallaster, director of occasion advertising at Personify, in a information launch. “That’s why we performed this analysis—to offer occasion organizers with a greater understanding of exhibitor preferences and desires. Probably the most shocking discovering from the survey was that exhibitors cited growing their visibility as extra vital than producing leads—a transparent indication of the broader objectives many corporations have for occasions at the moment. General, we really feel this survey information is crucial to assist make sure that commerce reveals in 2023 meet the calls for of contemporary exhibitors.”
The analysis affirms anticipated development in occasion participation this yr
Occasions are a highly effective and versatile advertising instrument for corporations 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, corporations need to 2023 as a benchmark for profitable occasions, recognizing the significance of occasion ROI and engagement in an ever-competitive market.
The findings counsel that occasions have develop into greater than only a instrument to amass new clients
Whereas producing new leads has all the time been a high precedence, in 2023, exhibitors need to improve their visibility greater than ever earlier than. Exhibitors additionally reported that content material will probably 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 take into account when designing your occasion experiences in 2023. At present’s main audience could also be youthful than you assume. The demographic insights inside the report assist a substantial shift in shopping for energy and a rise in expectations for a curated, interactive and interesting expertise earlier than, throughout and after occasions.
Assembly the wants of exhibitors just isn’t straightforward in at the moment’s world
On high of guaranteeing fundamental wants, equivalent to having an exhibition house and advertising 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 contributors employed by corporations or organizations which have exhibited throughout a minimum of one commerce present, convention or occasion in the US throughout 2022. Whereas every firm or group is exclusive in its participation in commerce reveals and occasions, the findings might help inform present organizers as they develop methods designed to assist the long-term development and success of their group.
