CEIR Releases New Report, Use and Value of Face-to-Face

The Center for Exhibition Industry Research (CEIR) has released a report called "Use and Value of Face-to-Face," which is the first of a series of reports to be released over the next quarter from the landmark study, "The Role and Value of Face-to-Face Interaction." This study examines the long-term value of face-to-face marketing and exhibitions, the influence of major economic fluctuations, the influx of technology and alternative marketing tactics, including digital media. More than 9,000 attendees and 800 exhibitors participated in this initiative.

The first report provides an overview of attendee and exhibitor perceptions and perspectives of face-to-face interactions they engage in during normal business practices, including business-to-business exhibitions and other face-to-face interaction settings.  

Among the findings, both audiences rank exhibitions highest in terms of the value of face-to-face interactions from a list of 10 possible options including sales calls, exhibits, conventions, annual meetings, educational conferences with or without an exhibit component, hosted buyer events, sales calls, to name a few. For attendees, the exhibition setting is the top rated setting for face-to-face interactions, with 48 percent ranking it first over all other options. In-person sales calls are a distant second at 26 percent. 

CEIR Research Director Nancy Drapeau, PRC, said, "The results of this study, last conducted in 2002, validate the enduring value of face-to-face marketing and use of business-to-business exhibitions in particular. The economy has impacted exhibitions; however, study results point to a positive outlook moving forward."

The study is available at www.ceir.org.