Report: How Trade Show Exhibitors Share Product Information

When it comes to product information at trade shows, what attendees want is generally aligned with what exhibitors offer, according to the Center for Exhibition Industry Research (CEIR), which yesterday published a new report documenting the most common ways exhibitors share product information in their booths.

According to the report, “Exhibitor Product Information Sharing Practices,” the two most common methods exhibitors use to share product information are printed brochures/catalogs given out at the booth (85 percent) and emails sent out after the show (70 percent). Attendees’ two most preferred methods are the same, in the same rank order: 58 percent and 41 percent, respectively.

Although printed materials are most common, digital materials are most effective, according to CEIR. Eighty-two percent of exhibitors who offer information that’s downloadable to a USB, and 80 percent who send emails post-event, say the tactic is either “highly effective” or “effective,” it found.

“Though results in part affirm a shift in exhibitor practices to digital methods, it is not completely the case,” CEIR Research Director Nancy Drapeau explained in a statement. “Print collateral on premise and post-event is still pervasive, and a good proportion of attendees still want print collateral when they walk the floor. So, these results clearly indicate the importance of using print options strategically along with considering which digital tactics make sense to satisfy the preferences of their target attendees.”

For a recap of last week's top stories, check out MeetingNews Minute:

> Watch More Videos