CEIR Examines Generational Needs in Fifth Attendee ROI Playback Series

November 19, 2018

The Center for Exhibition Industry Research (CEIR) announced today the release of the fifth report in the Attendee ROI Playbook series, Generational Differences and Similarities.

“This document is more than a fact sheet,” said CEIR Senior Research Director, Nancy Drapeau, PRC. “It summarizes all aspects in this study, pinpointing how the value proposition for attending varies and is the same generationally. Career-stage needs, information source preferences and influence of the experiential aspect of attending from a generational perspective are discussed. Results signal the high importance of paying attention to these areas to ensure an event hits the value meter of attendees of all generations it serves."

This 18-page report provides an analysis of attendees by generation for the following:

  • Workforce profile
  • Attendee profile by job level and job function
  • Purchasing influence
  • Decision-making process for attending
  • Importance of objectives for attending
  • Extent of pre-planning activities
  • Extent of tracking activities while at an exhibition
  • Process followed to evaluate outcome of attending
  • Metrics used to determine value/ROI of attending
  • Net Promoter Score (NPS)
  • Attendee ROI/Value Scorecard – summary of the most popular metrics used, where metric users find their needs are met and where B2B exhibitions deliver the best value/ROI
  • Ranking of B2B exhibitions compared to other primary information sources relied upon for business information and purchasing decision needs
  • Average and median number of B2B exhibitions attended in the past two years
  • Anticipated volume of attendance in the next two years
  • Reasons for anticipated volume of attendance in the next two years
  • Suggestions on how to address gaps to enhance the value of attending a B2B exhibition
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“Segmenting target audiences by age or generation is a worthwhile strategic planning effort. This report provides readers with industry benchmarks that organizers and exhibitors can use to compare their offerings and decide where to make adjustments to align with what their target attendees value most. Engaging in these efforts benefits all stakeholders – organizers, exhibitors and attendees,” said CEIR CEO Cathy Breden, CMP, CAE. She further noted, “A very special thank you to the PCMA Education Foundation, whose financial support helped make this research possible.”

Through the generous sponsorship of this study by the PCMA Education Foundation and IAEE, all reports released in the Attendee ROI Playbook series are available at no charge on the CEIR website here.

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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.