According to the article, the CEIR report includes several key findings that not only focus on the increasing interests of trade show attendees, but also on the overall attendance found at these events. For example, one key finding highlighted by the article reveals, "The top-ranked important reasons for attending exhibitions is a blend of coming to see what is new and having a chance to interact with experts."
While people may be actually attending these events, Steve Mingear responds by noting an apparent pattern in the reasons why individuals are going to trade shows. Mingear states, "As a product demonstrator for over 20 years in the graphic arts industry, I have seen an on-going pattern to the noted attendance issue. Companies are allowing their production teams and managers to visit these shows strictly for product knowledge and possibly as a fact-finding mission. Sadly, the executive decision-makers with purchasing powers rarely spend much time reviewing the products and rely on feedback from the production teams–leading to the potential for information gaps. In addition, some attendees do not always see trade shows from a buying perspective, but strictly as day away from the office."
Although there may be ulterior motives and inconsistencies associated with the reasons why professionals attend trade shows, the article notes that many companies are making considerable efforts to please their audiences at these events. Specifically, the article explains that the CEIR report found that "exhibitions are doing well in meeting the needs of attendees, with more than a majority of attendees saying their top-ranked important needs are met."
Taking note of the present attendee satisfaction, Steve Mingear explains that the trade show performance within the graphic arts industry has become highly competitive. However, he anticipates that such competitive spirit could garner positive change in the market if done correctly.
Having paid close attention to recent shifts in the trade show environment, Steve Mingear concludes by highlighting some of the most apparent trends, "I have found that many vendors are requesting to be located in high-traffic areas or even next to their competition to keep an eye on attendee behavior. The user experience, or flow, remains very important in relation to creating instant product awareness and a ‘curb-catching appeal.’ For example, hands-on demonstrations that touch on productivity and cost-reduction have become increasingly critical in today’s marketplace."
Steve Mingear is a technical solutions specialist with a focus on the technical application support role within the graphic arts industry. From working with small entrepreneurial businesses to consulting with industry leaders, Steve Mingear brings comprehensive experience to the industry. Most recently serving the Eastman Kodak Company of Rochester, New York, Mingear is recognized for his skills in technical site audits and work-flow analysis, hands-on customer product demonstrations, as well as marketing and trade show presentations.
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