The highly anticipated report by the US based Center for Exhibition Industry Research (CEIR) titled, An Analysis of changes in the Key Factors Affecting Exhibit Recall in the Last decade, has been released.
Here are the results
Reasons for remembering exhibits other than size
|Well Known Company||53%|
Source: CEIR MC 46, October 2010
While the CEIR study is US based, the lessons can easily find applicability throughout the globe.
Stand size has always been the number one recall factor. However the past few years has seen shrinkage in the number of large dominate exhibitors due to budget restrictions and an increased emphasis on R.O.I. But a reduction in stand size can be overcome when other elements of recall are considered
The report’s concludes that “An exhibit is in reality an integrated organism of both physical and human systems working in concert to obtain maximum results.”
Trade fair organizers who sit back and let their exhibitors blindly struggle with the integration of these resources run the risk of lackluster results. The role for both exhibitor and show organizer is clear. Both need to work in concert to implement the technologies that ensure that visitors leave an individual stand and the fair with positive recall.
The report can be purchased from CEIR – http://www.ceir.org/