Maximizing Engagement on the Trade Show Floor

The Center for Exhibition Industry Research has released the first report in its Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor series, entitled "Exhibitor In-Booth Tactics: People, Product, Learning and Other Strategies." 

The study helps organizers understand which attendee-and-exhibitor engagement approaches work best, and which are most effective in supporting specific exhibitor goals. This year, the research surveyed North American exhibitors and organizers in the United States, Canada and Mexico. Following are some key findings.

Three fundamental attendee-engagement needs

One of the most critical factors in attendee engagement is personal interaction; participants are looking for opportunities to interact with booth representatives, as well as other delegates. When it comes to booth staffing, attendee levels were the highest when sales and marketing personnel were represented. Delegates also benefit from interacting with products. Interactive displays, where people can experience tangible products hands-on, have proven to be more effective than static ones.

Drawing people into your booth

Peer-to-peer engagement rates are at an all-time high (74 percent of respondents in 2024 vs. 61 percent in 2017). To facilitate face-to-face interactions, planners are using meeting spaces for receptions and networking. Additionally, settings for learning objectives — i.e., theater-style presentations — are being used often (60 percent). Due to the influx of new and younger professionals in the industry, there is higher demand for education and training opportunities at events.

How to disseminate your information

Badge scans remain a preferred way for exhibitors to collect leads and for buyers to establish that connection with suppliers they visited. Printed materials remain popular, but are declining, with a slow shift to digital alternatives. In 2024, 78 percent of exhibitors offered hard copies of product information, compared with 87 percent in 2017. On the other hand, 46 percent now provide information digitally vs. 29 percent in 2017. Using technology, such as iPads and QR codes, allows attendees to request information on a self-serve basis. One-third (33 percent) of exhibitors have adopted this tactic, when only 12 percent offered this option seven years ago. Still, giveaways continue to be the most successful tactic for generating booth traffic.

Use emotion to reach people

Using one or more emotional-connection tactics is a popular trend among 84 percent of exhibitors, with a major focus on evoking trustworthiness and credibility. According to the 2024 Edelman Trust Barometer, today's consumers trust businesses more than the government and media, and they look to brands they trust for solutions. The second-most popular strategy is creating a friendly, approachable and welcoming atmosphere to draw delegates into the booth.

Only 33 percent of exhibitors integrate sustainability into their programs, and the most common tactics for that are providing information digitally and not using an in-booth carpet. Exhibitors are split on incorporating diversity, equity and inclusion, with 48 percent assuring that booth staff and messaging reflect diversity. 

To view the full report, visit ceir.org.