High quality event guides ‘help exhibition organisers sell more stand space’

Ninety five per cent of exhibitors believe that it is important, or very important, that ‘a quality event should be represented by a quality event guide’, independent research has shown.

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.

Other findings from the research, which was conducted on behalf of Klarents Media by research firm Vivid Interface, included:

• 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 advertising in the publication (enhanced entries, logos, display advertising or sponsorship).
• 58% of exhibitors believe a poor quality event guide either might, or definitely would, influence their 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’.
• 25% of exhibitors say that the quality of the event guide at an exhibition could influence the number of square metres that they decide to take at the event.
• 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’
• ‘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 survey of exhibitors shows the high value that exhibitors across all business sectors place on having a high quality exhibition guide distributed to their customers’ customers, the event visitors,” said Gurny Deol, Managing Director at Klarents Media.

“What most surprised us with this research was the level of anxiety that exhibitors often feel about the event guide. Show guides are often kept by visitors for years.  That is why we believe it is so important the publication looks good, is accurate, and is easy to use.”

Ms Deol added: “For a significant percentage of exhibitors, the quality of the exhibition guide is definitely a factor when they are deciding which event to take a stand at.”

About the exhibitor research

The research was conducted independently by Vivid Interface in June 2009 via an online survey of exhibitors across a cross section of B2B and B2C exhibitions held within the UK. A total of 277 completed responses were obtained from a database of 2807 event exhibitors from a wide range of events and exhibitions. Respondents were screened based on their involvement in B2B and B2C exhibiting and exhibiting decision making. Those with no involvement in B2B or B2C exhibitions, and those with no influence or responsibility for the decision to exhibit at these events were screened out. Overall 192 respondents met the criteria for interview completion, and it is this sample that represents the basis of the research. Of these:

• 31% were CEOs, chairmen, or company directors
• 15% were senior managers
• 37% had a marketing role
• 12 % had a sales role
• 30% had been involved in exhibiting in their industry for more than 10 years
• 19% had been involved in exhibiting in their industry for 6-10 years
• 43% had been involved in exhibiting in their industry for 1-5 years
• 7% had been involved in exhibiting in their industry for less than a year

The average number of exhibitions attended by the respondents in the previous 12 months was 4.09.

The respondents’ industry sectors included: Wholesale (11%), Marketing communications (11%), Media (8%), Educational services (5%), Hospitality (5%), Engineering (5%), Arts, entertainment & recreation (5%), Retail (4%), Food & Drink (4%), Construction (2%), Health & Social Care (1%), Law (1%), Foodservice (1%), Administration & Support (1%), Transportation & Warehousing (1%).

About Klarents Media

Klarents Media was established in 1995 and specialises in producing exhibition catalogues and directories (online and printed) on behalf of exhibition organisers and trade associations. Based in central London, our services include publication design, floor plan design, event branding design, online data collection, copy-editing, print production, and advertising and sponsorship sales.

More Information

For more information about the exhibitor research, contact guides@klarents.com