High quality event guides ‘help exhibition organisers sell more stand space’
A quarter of exhibitors say
that the quality of the event guide commissioned by an exhibition organiser
could influence the quantity of square metres they decide to take at an event,
new independent research has revealed.
And most exhibitors say a high
quality event guide either might – or definitely would - make them more likely
to buy a stand at an exhibition.
These were some of the
highlights of new research conducted by Vivid Interface on behalf of Publishing
Events, the event media outsourcing specialist.
The research showed:
- 66% of exhibitors say a poor
quality event guide either might, or definitely would, negatively affect their
relationship with the event organiser after the exhibition.
- 60% of exhibitors believe that
a high quality event guide either might, or definitely would, make them more
likely to take some kind of advertising in the publication, such as an enhanced
entry, display advertising or sponsorship of event guide.
- 58% of exhibitors believe that
a poor quality event guide either might, or definitely would, influence the
decision to rebook a stand at the next event.
- 95% of exhibitors believe that
it is important, or very important, that ‘a quality event should be represented
by a quality event guide’.
- 83% of exhibitors agree with
the statement that ‘an exhibition can be devalued by the quality of its event
guide’.
Exhibitors believe the most
important feature of an event guide is ‘accurate information about the
exhibitors’. This is followed by (in order):
- ‘Practical/easy of use’;
- ‘Convenient format for visitors
to carry around’;
- ‘Accurate information about
seminars, talks, product demonstrations etc’
- ‘Clear signposting/navigation’
- ‘Useful products and services
guide’
12% of exhibitors believe that
a high quality event guide would ‘definitely’ make them more likely to buy
floor space at an exhibition. A further 43% said that a high quality event
guide might persuade them more likely to buy floor space at an exhibition
“This comprehensive survey of
exhibitors proves what we have always said – a well-produced event guide really
does help organisers sell extra stand space,” said Giles Brown, Head of Client
Services at Publishing Events.
“While clearly there are many
other success factors behind a profitable exhibition, the research shows that
organisers should not forget the high value that exhibitors across all business
sectors place on having a high quality exhibition guide distributed to their
customers, the event visitors.”
“What most surprised us with
this research was the level of anxiety that exhibitors often feel about the
event guide. After all, show guides are kept by visitors for months and often
years after the event, and so it is critically important that the publication
looks good, is correct in every aspect, and is easy and convenient to use.”
Mr Brown added: “For a
significant percentage of exhibitors, whether or not an event has an event
guide that they perceive as good quality is a factor when they are deciding
which event to take a stand at.
“Obviously, this has
significant implications for event organisers’ own bottom lines.”