The Center for Exhibition Industry Research recently published a study titled “What Attendees Want From Exhibitions.” It gives some interesting insight into why attendees plunk down their registration money – and what they expect to get in return.

The researchers asked its survey responders to give their top reasons for attending a show. While “shopping” was cited by 69% of surveyed attendees, “learning” followed a close second at 66%. Among shopping needs, “seeing new technology” was the most important reason given, while “industry trend insight” was given as the top learning need.

Other top reasons given among the shopper crowd: The ability to talk to experts; interaction with new products; having questions answered immediately; and brand comparison. On the learning side, they also wanted to develop their professional network and improve their job performance.

While IMTS 2014 might still seem like a long way off, this is a good time for exhibitors to begin asking themselves if their booth offerings are meeting these needs. Are you offering any kind of learning opportunity? What kind of ideas are your booth visitors going to take away with them? Are your booth presentations offering dynamic content that’s more than a product pitch?

One area of focus within the report is the people they label “scouts,” or someone that an organization sends out to gather information to bring back to others. Since this one person could ultimately be your “brand reputation” at their respective organization, it’s important to identify these people … and leave a good impression.

Remember, trade shows aren’t just a supermarket anymore … they’re growing into a mix of shopping mall, classroom, town square, and coffee shop. Evaluate your booth plans to see how well they fit into that mix.

In case you haven’t heard, IMTS 2012 was a tremendous success!  For those of us who attended, it was no surprise because we saw and read all about it on the twitter screens that were scattered all about McCormick Place.  Attendees and exhibitors held up a lively conversation about what was happening in the booths, what “cool” things they saw in the different pavilions, and we even had a few notifications when “beverages” being served in a couple of booths.

Attendees were making connections and renewing acquaintances that they had made on twitter prior to the show simply by following the hashtag #IMTS, especially on any one of the 3 “jumbotron” units that had a continuous twitter feed scrolling across the bottom of the screen. 

In comparison to IMTS 2010 the use of Social Media channels by our exhibitors has increased 10x – approximately 400 the companies added their Facebook, Twitter and LinkedIn “handles” to their online showroom so that they could connect with attendees prior to arriving in Chicago.  We nearly doubled the number of screens displaying the Twitter feed, because exhibitors and attendees requested them, from 14 to 24.

The fact that many sales were finalized on the show floor, and  according to several exhibitors their sales goals were already reached by the 2^nd day of a 6 day show, and the fact that the conversation is continuing after IMTS has ended – one can conclude that using social channels, such as Twitter, can help you market your business.

So when asked by the media, are Machine Tool Guys tweeting?  Yes, yes they are and they have used it to increase their product awareness and to start those very important conversations.

On behalf of the entire IMTS Team, we thank all of you for being a part of such a successful event!

Congratulations to DocMagnet, winner of the IMTS 2012 Convince Them in 60 Seconds video competition! DocMagnet garnered the highest vote total with their video, Got Magnets.

The winners received a $100 American Express gift card, and will have their video featured on IMTSTV. Stop by their booth at W-1356 to say hello! You can also visit their website at www.docmagnet.com.

Thanks to all of our exhibitors who entered the contest, and everyone who voted. We had some very creative submissions and we appreciate everyone taking the time to send in their videos. Thanks for being part of the fun! 

 Special Events at IMTS is something new for 2012.  We hope to point out to attendees, and to the manufacturing community, what you’ve got going on in your booth. We appreciate the time, effort and expense you incur bringing that “extra something” to encourage excitement and interest in your company, products and services to an already over-committed, over-stimulated and at the end of the day over-tired crowd. 

 In an effort to help spread the word, we will have QR codes in each of the 4 buildings listing THAT DAY’S Special Events.  An attendee or exhibitor can simply scan the code and see where the hot spots will be, the time and type of event, they can choose whether to add this to their own agendas on MyShow Planner. 

What makes an event special?

 So, say that driver Mario Andretti will be appearing in your booth on Wednesday from 1pm to 3pm to sign autographs.  YES, that is a special event.  However, having the car he drove on display in your booth during IMTS – cool, but not special.  For this instance it’s best to use social media to get the buzz going on seeing the car in your booth. On Twitter, using the #IMTS hash tag ensures it gets into the feed where everyone’s looking at what’s happening at the show. 

Got a presentation given by Hugh Jackman, on Thursday from 10-11 am?  Yes, that would be special, and I would BE THERE!  But giving product demonstrations all day, every day in your booth – that’s not special. That is expected at a trade show.

 However, let’s say you’re giving a presentation at 11am every day that is dedicated to a particular product or product launch or a type of technology.  That is something one would want to add to their agenda since they can’t see it at any other time. 

Having a contest? Great! Listing that every day, all day – not so great, and by that I mean, not special. Again, it’s best to use Twitter for this. Remember that Twitter feeds will be on display throughout IMTS to get people interested and engaged.  But listing the final drawing where ONE winner is drawn for all 6 days – that IS special.  

 We hope to highlight those special experiences so they won’t be missed.

 Add your events, presentations, contests and special appearances to your company profile in the E-Kit and we will be sure to SEE YOU THERE!