B2B marketers have a lofty view of trade shows and events when it comes to their ROI. Now, new research from the Center for Exhibition Industry Research (CEIR) indicates that new attendees to exhibitions present a particularly attractive target, being more likely than the average attendee to be executives and decision-makers. So how should exhibitors reach these prospects?
The CEIR survey asked this group of “new attendees” to rate the importance of a variety of sources of information when selecting an exhibition to attend. (New attendees refers to those respondents who reported increasing their event attendance this year.) Not surprisingly, recommendations emerged as the most important to this group, with emails from colleagues topping the list (4.95 on a 7-point scale of importance, where 7 is most important) and word-of-mouth coming in third (4.8). Sandwiched in between were invites from vendors (4.88). Read the rest at MarketingCharts.