This is the question on every exhibit manager’s mind when they are deciding whether or not to exhibit at your event. Or, more specifically, they’re asking: Are your attendees interested in my products? How many of them are interested?
And if the answers are “yes” and “enough of them”, then an educated exhibitor will typically decide to invest in your event, according to Lee Knight, editor-in-chief for EXHIBITOR Magazine, in his March 2008 column regarding the Audience Interest Factor or AIF.
Exhibit Surveys, Inc. has been researching expos since the 1970s, and its founder, Richard Swanby, is the originator of the AIF metric. Exhibit Surveys has developed some fantastic trend reports that have been made available to anyone smart enough to visit their website. You can even select your industry (i.e. Medical/Pharmaceutical) from their drop down menu to see these same reports, customized for that industry.
Yes, yes… All of this is very interesting. But what does a planner do with this information? The International Association of Expositions and Events (IAEE) directed planners to Mr. Knight’s column because event organizers should be providing this information to potential exhibitors.
Survey your attendees and find out what products they’re interested in. Offer this information to potential exhibitors so they can make informed decisions about whether to participate in your event and how much money to invest in it.
Educate your exhibitors about AIF and how it affects their ROI, and you’ll CYA when it comes time to sell them next year’s event.