Booth Buyers & Users Survey Results
Here's what we found out from the survey that you participated in our last issue. We received 60 completed surveys and most took the time to tell us about their personal situation.
About half of the respondents said they exhibit in a 10x10 space, the remainder use larger backwall and small island spaces. The three factors most often chosen for their impact on exhibits were: Quality/Durability, Appealing Design and Ease of Set-up. Factors such as Portability, Price/Operating Cost, Integration/Adaptability and Shipping Weight held the middle ground. Least importance was attached to Delivery/Order Turnaround Time.
We asked respondents to identify themselves in regard to whether they are exhibit buyers, exhibit users or fill both roles. Buyers and users comprised about one-fourth of the total each, and the other half said that they were involved in both roles.
The greatest agreement between the Buyers and the Users was in Appealing Design and Ease of Set-up. The widest divergence in "factors deemed important" came in Portability, Price/Operating Cost and Integration/Adaptability.
We asked each group to identify their biggest communication challenge and here is a representative response from each one:
What display Buyers want to tell Users
What is the one thing you would want to tell users about why you buy exhibits differently than they ask for?
The importance of projecting a consistent, high quality image that integrates with other marketing collaterals and makes our company look highly professional. We also need to differentiate ourselves in a highly positive way.
What display Users want to tell Buyers
What is the one thing you would want to tell purchasers that you think is more important than they realize when buying a display?
How complicated it is to setup; and what ways it can be changed from show to show to look different. Functionality of the design is even more important than the image projected.
What those who are both Buyers & Users can tell us
You are in the unique position of being able to see both sides of this dilemma. Please share your thoughts on what you see as the greatest factors contributing to conflicts between the two groups.
Insuring that all stakeholders are aware upfront of both marketing and functional design aspects of a new exhibit is essential. Too often, each is dealt with individually, rather than presenting both and their importance to both groups. If each side has exposure to the needs and requirements of the other, there is opportunity to narrow the gap in communication and improve the understanding of each other's views.
Once again, thank you to all those busy exhibitors who took the time to tell us about this interesting and sometimes controversial topic.