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

4th January 2010

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:

  1. 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.

  2. 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.

  3. 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.

  4. 95% of exhibitors believe that

    it is important, or very important, that ‘a quality event should be represented

    by a quality event guide’.

  5. 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):

  1. ‘Practical/easy of use’;
  2. ‘Convenient format for visitors

    to carry around’;

  3. ‘Accurate information about

    seminars, talks, product demonstrations etc’

  4. ‘Clear signposting/navigation’
  5. ‘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.”