Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor

This report series provides benchmarks and insights to help brand marketers and organizers understand which attendee and exhibitor engagement approaches are working best today in a post-pandemic world and which are most effective in supporting specific exhibitor goals. This year, the geographic scope of the study is North America, including exhibitor and organizers active in the U.S., Canadian and Mexican markets.

This series is available as a complimentary download for IAEE members. Non-members may purchase each report for $49 USD.

2024 Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor 8 Part Series cover on aqua background
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Part One: Exhibitor In-booth Tactics: People, Product, Learning and Other Strategies

Part One focuses on in-booth activities. It outlines effective strategies for engaging attendees with booth staff, peers, and showcased products. The report covers settings that support attendee learning needs, digital tactics that enhance engagement, emotional strategies, and explores sustainability and diversity considerations.
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Part Two: Balancing Digital Tactics, Show Services, and DIY Marketing for Exhibitor Success

Part Two delves into the organizer services and digital tactics employed by exhibitors, as well as the independent actions taken by exhibitors themselves.
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Part Three: How Exhibitors Evaluate Outcomes

Part Three outlines the top objectives exhibitors aim to achieve at exhibitions, highlighting specific performance metrics where attendee engagement tactics are rated highly effective in helping influence positive outcomes.
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Part Four: Exhibitor Future Outlook – Areas to Improve and Interest in New Models

Part Four outlines exhibitor intentions for the future relating to attendee engagement tactics: areas they aim to improve, consideration of new models and sources used for idea generation.
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Reports 1 through 4 Cheat Sheet graphic
Download this cheat sheet for parts 1-4

Part Five: Exhibition Floor Networking Opportunities Outside Exhibit Booths

Part Five benchmarks the networking opportunities provided by organizers in common areas on exhibition floors and examines the rate at which exhibitors have sponsored these offerings over the past two years. Most importantly, it identifies which of these networking opportunities have seen high attendee engagement.
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Part Six: Exhibition Floor Product Opportunities Outside Exhibit Booths

Part Six benchmarks the product engagement opportunities provided by organizers in common areas on exhibition floors and examines the rate at which exhibitors have sponsored these offerings over the past two years. Most importantly, it identifies which of these product opportunities have seen high attendee engagement.
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Part Seven: Exhibition Floor Learning Opportunities Outside Exhibit Booths

Part Seven benchmarks the education learning activities provided by organizers in common areas on exhibition floors and examines the rate at which exhibitors have sponsored these offerings over the past two years. Most importantly, it identifies which of these product opportunities have seen high attendee engagement.
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Part Eight: How Organizers Evaluate Outcomes and Future Outlook

Part Eight outlines how organizers evaluate the outcomes of attendee and exhibitor engagement activities. It details their plans to enhance future offerings, new models and floor layouts under consideration, and provides insights on how they search for new ideas.
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Download this cheat sheet for parts 5-8