GES® Releases Face-to-Face Industry Study

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White paper “Aligning for Success” reveals opportunities to increase the value of face-to-face marketing

The surveys were conducted as part of a GES ‘listening tour’ that gauged what exhibitors, show organizers and EACs were looking for in the near term,” said GES Executive Vice President of Strategy and Marketing David Saef.

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Global Experience Specialists (GES), a leading provider of exhibition, event and retail marketing services announced the release of an industry white paper, Aligning for Success, which examines how the exhibition industry can transform the trade show format to increase the value to all participants. In an effort to provide better insights and solutions, GES undertook an extensive market research study of more than 700 participants from three key groups – exhibitors, exhibit houses and exhibitor appointed contractors (EACs), and show organizers. The research was conducted through focus groups, online surveys and in-person interviews.
“The surveys were conducted as part of a GES ‘listening tour’ that gauged what exhibitors, show organizers and EACs were looking for in the near term,” said GES executive vice president of Strategy and Marketing David Saef.
Key priorities gleaned from the research include:

  •     Exhibitors expect an easy, seamless, and impactful experience at the trade shows they support
  •     EACs are savvy advisors who influence which shows exhibitors support and how budget dollars are spent pre-, at- and post-show
  •     Organizers expect a seamless experience from their partners and are very focused on growing their shows and profitable sales

Areas of common alignment include:

  •     Easy, seamless, end-to-end execution
  •     Access to relevant and timely information
  •     Transparency on the show and attendee information allowing for more informed decisions
  •     Collaboration on areas of mutual benefit while reserving their right to compete in areas requiring specific expertise

The study also includes feedback from exhibitors on the best ways show organizers and official services providers can increase the value of trade shows and help exhibitors save money.

“We’re all part of this interconnected community,” continued Saef. “In order to ensure trade shows and events continue to be a leading marketing channel, we need to work together and make the experience more productive for exhibitors, organizers and attendees. Our team at GES has already undertaken a number of changes based on this feedback and we are reaching out to other industry participants to employ best practices and improvements.”
The research was presented at a recent Large Show Roundtable, produced by Sam Lippman and Integrated Show Management & Marketing.
GES’ Aligning for Success white paper is available by clicking here.
About GES
Las Vegas-based Global Experience Specialists, Inc. (GES), a Viad Corp (NYSE: VVI) company, is a leading provider of exhibition, event and retail marketing services. GES provides a wide range of services, including turn-key official show services, cutting-edge creative and design, marketing and measurement services – all with an unrivaled global reach. GES partners with leading shows and brands, including the International CES, Spring Fair Birmingham, International Woodworking Fair, CONEXPO-CON/AGG and IFPE and WasteExpo, Bell Helicopter, Genzyme, L’Oreal, Warner Bros., and Simon Property Group. For more information, visit http://www.ges.com.

Contact:
Detra Page
702.263.2755
dpage(at)ges(dot)com

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