RAI Amsterdam has been researching how companies can ensure they make the most of their participation in exhibitions, and tracking the exhibitor's customer journey. The new research offers tips for every phase of that exhibitor journey in this second RAI Insights report.
The new information is designed to help exhibitors at trade shows and other events increase the impact of their brand, while also enabling organisers to provide better support.
The RAI’s researchers point out that exhibitors are the driving force behind every event. The manner in which they participate, the products they showcase and the effectiveness of their performance are the major determinant of visitor customer satisfaction and the success of any event, the report claims but shows that, despite the importance of their role, exhibitors can struggle to excel on all these fronts.
As most only take part in trade events a few times a year, it can take quite some time to build up the required experience, the RAI notes, urging exhibitors need to make the most of rapid changes in the market and technology.
The new study was based on these insights and was led by the RAI’s customer marketing manager Joost van Eupen and market researcher Sanne Jolles, who worked together with a team of RAI specialists and research agency Unplugged, a subsidiary of Makerstreet.
“We started by mapping the most decisive moments in the customer journey,” explains Van Eupen. “Next, we used observation and interview techniques based on design thinking to study exhibitors from the Netherlands and abroad and gain a clear picture of their expectations and experiences for each phase. Based on this input, we can provide targeted advice to exhibitors at each phase, enabling them to improve their ROI from an event.”
Important insights include identifying five phases in the exhibitor customer journey:
- Orientation: Deciding whether to exhibit in an event, the objectives and how they can be achieved
- Preparation: From the exhibiting concept to invitations
- Leading up to the exhibition: The physical transport phase and build-up
- During the exhibition: Covering the physical and digital encounters
- After the exhibition: A proper follow-up of contacts and measurement of results.
The report includes specific tips for exhibitors at each phase as well as a number of overall observations. For example, it underlines the ongoing need to find the balance between urgent practical matters and strategic issues which may seem less pressing but have at least as much impact on the success of the participation.
The researchers say that, while all exhibitors are looking to maximise their ROI, they often find it difficult to measure. Agreeing on clear KPIs and setting up the back office well in advance can make it easier to determine afterwards whether an event was worth the effort, they argue.
Another key insight is that many exhibitors still think in terms of stands, while organising or participating in other ways or activities, including online, also can offer a lot of added value.
The new RAI Amsterdam report can be downloaded free of charge here
The report is part two of a customer journey trilogy, issued between 2017 and 2019. The 2017 report looked at the customer journey of visitors, this 2018 report analyses that of exhibitors, and the 2019 edition – which will be published early in the New Year – will focus on organisers.
