Spring 2005 Readers' Survey
The questionnaire form was emailed to our most active readers who have opened the newsletter at least 3 times this year. We received 486 completed surveys. In the survey we asked two basic questions. First: "Who are you?" We asked which of four different groups you feel describes you best. Your responses to this question are shown in the table below.
Who Responded to Our Survey?
| Veteran exhibitor who uses backwall or tabletop displays | 63% |
| Veteran exhibitor who uses island exhibits | 18% |
| New exhibitor who uses backwall or tabletop displays | 15% |
| New exhibitor who uses island exhibits | 4% |
From the table above we see that 81% of the response came from people who consider themselves "veteran" exhibit marketers and 22% do their exhibiting in island booth environments.
What Areas of the Job Need the Most Help?
| Pre-Show and At-Show Promotions | 55% |
| Measuring Results | 54% |
| Setting Objectives and Measurable Results | 49% |
| Exhibit Design | 41% |
| Value of Trade Shows | 41% |
| Lead Management | 36% |
| Trade Show News and Trends | 36% |
| Show Selection | 26% |
| Space Selection | 26% |
| Budgeting | 25% |
| Booth Staff | 22% |
| Logistics | 15% |
Three topics gathered attention from about half of the respondents: "Setting Objectives and Measurable Results," "...Promotions," and "Measuring Results." This observation strongly underscores the overall trend in marketing toward greater accountability from all active programs.
Not far behind are the topics, "Exhibit Design" and "Value of Trade Shows," and we have already planned to focus on these topics in upcoming issues.
From the final part of the work, here are a couple of brief tips that we collected from you, our readers. Once again, thank you for participating in this survey.