Working in partnership with UFI, ESSA Member Explori, having surveyed 135 countries in 18 languages and receiving over 13,000 responses, last month launched the largest ever study of the trade show visitor experience globally.
With over 13,000 responses the report revealed that
- trade show visitors globally are reporting a stable overall satisfaction with the shows they attend;
- whilst there is some shift towards more “festivalisation”, the current visitor cohort values meeting business objectives over entertainment;
- visitors rate the trade show channel as “best of class” in regards to their core business needs to network/meet people, to buy/source products, to learn/stay up to date with the industry, and to find new ideas/innovations. However, they indicate that their use of other channels will grow at a greater rate than their use of trade shows;
- between 22 and 27% of show visitors from mature markets feel tht shows are 'getting worse' and that the younger participants are also more likely to require trade shows to become more entertaining whilst still enabling them to meet their business needs.
The study highlighted that
- the ability to source new ideas and solutions is most closely correlated with overall visitor satisfaction. Therefore, access to an appropriate number of quality exhibitors remains key for visitors. In parallel, the traditional model for trade shows needs to evolve to meet changing needs or audiences: preferences of younger visitors and those from developing markets are beginning to change the current balance; approach to sustainability also becomes a compelling factor in some cases;
- organisers perceived visitors as expecting a more seamless experience and this corresponds with the areas that frustrate visitors most. Seating areas, catering, and queueing times top this list. WIFI accessibility only appears at number nine on the list of frustrations, but is more likely to be seen as an issue by younger visitors;
- although event technology can have a beneficial effect on the visitor experience in many areas, there is still a general lack of awareness, functionality and execution which currently limits its value to both organisers and visitors.
A summary of the research is available free of charge and can be downloaded below
The full reports are available to all UFI members in the Members’ area of the UFI website
