Research on Presentation Strategies for Creating Memorable Exhibit Experiences
Today, “all forms of face-to-face marketing (e.g., exhibitions, private corporate events, mobile marketing, personal sales calls) are more important today than they have been in the past.”¹
Why have tradeshows become so important in the marketing mix? As recent research has found, tradeshows attract real buyers. For example:
- 83% of tradeshow attendees have the influence to recommend or make final purchasing decisions for one or more products exhibited at a show.²
- 54% of tradeshow attendees said they plan to buy one or more exhibited products within 12 months of the show.²
In order to capitalize on the tradeshow opportunities, savvy exhibitors are looking for ways to create memorable exhibit experiences and influence purchasing decisions. Exhibit Surveys has found that 69% of attendees rated one-to-many presentation strategies (product demonstrations and stage/theatre presentations) as a factor in influencing exhibit memorability, compared to 64% for product interest and 51% for a well-known company.³ One-to-many presentation strategies are a factor within the exhibitor’s control and can be utilized in any size exhibit and within any budget range.
Exhibit Surveys has also found that the “strength of product demonstrations or presentations on memorability also tends to confirm the general impression that an active display creates more memorability than a static display.” ³
¹ Source: Exhibit Surveys and Center for Exhibition Industry Research, “The Role and Value of Face-to-Face Interaction.”
² Source: Ian Sequeira and Whitney Archibald, “Trade Show Trends,” EXHIBITOR Magazine, April 2004
³ Source: Center for Exhibition Industry Research (CEIR), “Most Remembered Exhibits: An Analysis of the Factors Affecting Exhibit Recall,” MCRR 5040.
