Exhibitor Survey Results - Q4 2020 | Steelhead Productions

We asked, you answered. Hear from your fellow #eventprofs colleagues on their virtual and tradeshow plans for 2021.

Exhibiting in 2021

62% of participants said they would be exhibiting at a tradeshow in 2021

Floor Plan Size

Of those who plan to exhibit:
65% plan to keep their floorplan the same
12% plan to increase their floorplan square footage
And 23% plan to decrease the size of their space

Budget

50% of this exhibiting group plan to decrease their spend on their next trade show
23% plan to increase their spend
And 27% plan to keep their spend the same

“Beam Me Up Scotty”

From our group of exhibitors:
77% that said they would be moving forward with creating a virtual experience

Primary Reason for Creating a Virtual Experience

10% said Brand Awareness
45% said Customer and Prospect Engagement
35% said Lead Generation
10% N/A

Utilization of Virtual Experiences

Of the group moving forward with virtual, here is where they land as far as utilization of their experiences:
65% said they would it as a means to host their own virtual event or conference
55% said they would also use them to enhance existing virtual or hybrid events held by associations
50% said they would use them to uniquely engage and educate customers and prospects
And 25% said they would use it as a tool to enhance their website experience

The Struggle is Real

When it comes to the challenges they need overcome with creating virtual experiences here is what the exhibiting group had to say:
20% said getting approval from leadership will be a challenge
10% say it’s too expensive
40% said that they potentially don’t see their prospects or customers using it
And 85% say it’s not a replacement for live events (which we agree with)

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Neilsen Welcome

Non-Exhibitors

And now a word from the 38% of participants that said they would not be exhibiting in 2021

Going virtual

Of the non-exhibitors:
94% stated they are planning on creating a virtual experience

Primary Reason for Creating a Virtual Experience

13% said Brand Awareness
54% said Customer and Prospect Engagement
13% said Lead Generation
20% N/A

Utilization of Virtual Experiences

Of the group moving forward with just virtual, here is where they land as far as utilization of their experiences:
87% said they would it as a means to host their own virtual event or conference
47% said they would also use them to enhance existing virtual or hybrid events held by associations
67% said they would use them to uniquely engage and educate customers and prospects
And only 13% said they would use it as a tool to enhance their website experience
An additional note mentioned for utilizing their virtual space is to also educate employees and provide useful information

The Struggle is Still Real

When it comes to the challenges they need overcome with creating virtual experiences here is what the non-exhibiting group had to say:
6% said getting approval from leadership is a challenge
27% say it’s too expensive
40% said that they potentially don’t see their prospects or customers using it
60% say it’s not a replacement for live events (which we still agree with)
One participant also noted:

The logistics of getting the virtual event done well, while making fallback plans in case it has to become a hybrid event if in-person meetings are allowed in our area by then. It's like planning two huge events at the same time.

We know the state of the events industry is still up in the air as far as an official restart. But, as you enter your 2021 planning sessions please know Steelhead is here to help whether it be for 3D, virtual, campaign development, creative resources and more, we're in this together.

Be well.