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How do you evaluate that your exhibition has given value to your attendees? The Attendee ROI Playbook series addresses the process of how attendees evaluate the outcome or the metrics most commonly used to determine where the trip was worthwhile. To gather insight as to how CEIR subscribers benefited from the research, Stephanie Chavez of The Trade Group shares her takeaways from the Attendee ROI Playbook series.
Please describe your role at your organization. What responsibilities do you have?
I am the Director of Marketing for The Trade Group.
The Trade Group is an award-winning, full-service event marketing and creative design firm, specializing in trade shows, esports events and activations, corporate events, brand activations, retail merchandising, commercial graphics and experiential solutions. Since 1986, our team of live event, design and engineering experts has helped thousands of clients amplify their brands and successfully navigate a wide range of events and experiences.
I’m responsible for marketing our vast array of turnkey exhibit and event services, as well as supporting our team of 30 sales consultants to ensure they have the materials necessary to show TTG is the right choice.
Describe a few reasons why you and your organization use CEIR research.
We use CEIR research in order to keep up with industry trends, insights, and the needs/desires of attendees and exhibitors alike. The more we can understand the minds of our attendees, the better we can create engaging experiences for our clients for maximum ROI. Additionally, understanding the overall trends in our industry is essential for future planning and strategy for our organization as a whole.
How did you first hear about CEIR research? How long have you been using CEIR research?
When I joined TTG in 2015, I was immediately told about CEIR as a go-to resource for important information regarding the event and trade show industry. I have been using it since.
What were your key takeaways from the Attendee ROI Playbook series?
The key takeaways were that most attendees do not have a formal process in deciding what shows to attend – only 10% reported having a formal evaluation process.
I thought the reasons for attending was very interesting, and I loved the breakdown of motivations into the various buckets:
- Shop
- Learn
- Experience
- Value/Prestige
- Logistics
In Part 5 of the series, I enjoyed the analysis of motivations among different generations. Millennials looked to B2B exhibitions as their primary information source in meeting attendee business information and purchasing decision needs – even more so than Gen Xers and Boomers.
In Part 6 of the series, it was interesting to know that while male attendees focus more on the shopping aspect of trade shows, women focus on shopping as well as learning.
How do you plan to implement those takeaways to your organization?
As an exhibit house and experiential firm, it is important for us to understand the trends in attendees so that we can consult with our clients regarding their trade show and event programs and ensure their trade show program is meeting the needs of attendees so that they can generate maximum ROI.
How has the Attendee ROI Playbook series changed your outlook on your organization’s event strategy?
It is clear that face-to-face events and experiences are still the top choice, especially for millennials. Creating memorable and sharable experiences is important, as well as providing opportunities for attendees to easily shop and to learn (via workshops and educational sessions).
What is your overall feedback for CEIR regarding the Attendee ROI Playbook series?
This is a very in-depth and detailed playbook, and I appreciate the extensive amount of data and insight provided.
Would you recommend the Attendee ROI Playbook series to others?
Yes, I would recommend this series to my industry peers. It is important to keep your thumb on the current trends in the trade show and event space so that attendees are engaged, and ROI for the exhibitors is maximized.
