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CEIR: Peers, publications influence trade show attendees

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Dallas—Person-to-person information sources are valued most highly by potential trade show attendees in choosing which exhibitions to attend, but industry publications are also highly influential, according to a new report, “Attracting Attendees,” from the Center for Exhibition Industry Research (CEIR). Sixty-nine percent of respondents indicated that emails from colleagues were important in trade show selection, followed closely by word-of-mouth (67%), while industry publications were mentioned third as an important source of information (63%). At shows, attendees still rely on traditional media when gathering event information, with 70% of attendees using printed exhibition catalogs and only 24% accessing a digital version by mobile device, the report found. The study was conducted in conjunction with Baylor University and based on survey responses from 421 exhibition attendees.
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