Report: Senior Executives Attend Trade Shows to Discover New Products

When they attend trade shows, senior executives — more than any other attendees — want to shop, according to a new report from the Center for Exhibition Industry Research (CEIR). Titled “Attendee Preferences by Job Title,” the report explores the shared and unique preferences of attendees based on four job-title levels: executive, upper, middle and lower management. Executives, it found, place higher importance than other groups on the chance to interact with new products, find solutions for existing problems and meet actual users.

“This report helps exhibition organizers make sure their approach is in alignment with the preferences of their target attendees, regardless of the decision-making level the attendees hold within their organizations,” said CEIR President and CEO Brian Casey. “Organizers can use this data to strategically plan the event content and to segment their marketing efforts accordingly.”

In addition to shopping objectives, CEIR studied attendees’ primary reasons for attending, whether top-ranked objectives for attending are being met, the top-ranked factors considered when deciding to attend a new exhibition, and information-resource preferences when evaluating prospective exhibitions to attend — all broken down by job title.

“Though the reputation of an event influences the decision to attend across all job titles, this report lists the unique driving factors that exist based on job function,” CEIR explained in a news release. “The same holds true for information resources relied upon when deciding whether to attend, although word-of-mouth prevails no matter the job function.”

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