the
Center for Exhibition Industry Research (CEIR) released
two additional case studies from its Global Virtual Event Trends
series, sponsored by Swapcard, that
examines insights among organizations that traditionally run or manage
in-person business-to-business (B2B) exhibitions that pivoted to producing
virtual events due to constraints and regulations imposed by the COVID-19
pandemic.
The
newest additions to the series, Case Study: North Star Travel Group
and Case Study: Auto Care Association
provide real world examples of how each organization adapted its events to the
effects of the COVID-19 pandemic, the results of their strategies and valuable
lessons learned throughout the process.
“Both
case studies offer unique perspectives,” said CEIR Vice President of Research
Nancy Drapeau, PRC. “Northstar Travel’s CEO discusses the organization’s
multichannel product mix and how it has been used to strategic advantage. The
Auto Care Association’s approach was intentionally narrow, generating positive
benefits for future attendee acquisition efforts, impactful product
demonstration opportunities for exhibitors and strengthening member connection
with the organization.”
Reports
in the series include:
- Report One – Anatomy of Virtual
Events and Financial Outcomes, which details extensive baseline data on elements
that are typically included in a virtual event, as well as performance
outcomes regarding participation and financially.
- Report Two – Lessons Learned To
Date and Technologies Used synthesizes open-ended comments shared by executives
on lessons learned and technology to run their virtual events.
Previously
released case studies detailing real world applications and findings include:
- Case Study: School Nutrition
Association
- Case Study: Radiological Society
of North America
- Case Study: Macgregor
Communications
- Case Study: North American
Veterinary Community (NAVC)
Through
the generous financial support from Swapcard, CEIR’s Global Virtual Event Trends
series reports are available to the industry at no cost from CEIR’s website.
The survey for the series fielded in October 2020. It was multilingual, giving
respondents the choice of completing the survey in English, Spanish, Portuguese
or Arabic.
“This
research was made possible through the collaboration and support from over a
dozen organizations who produce B2B exhibitions and/or represent the global B2B
exhibitions industry,” noted CEIR CEO Cathy Breden, CMP, CAE, CEM. “CEIR is
grateful to all who participated for enabling us to provide insights based on
objective, unbiased research that will help members of our industry confidently
move forward with their own strategies.”
The
sample was generated via the participation of multiple organizations globally,
which invited qualified members and contacts to participate in this initiative.
CEIR is thankful for their generous support that made this research and reports
for the global B2B exhibitions industry possible. These organizations include:
- American Society of Association Executives (ASAE)
- Association of African Exhibition Organizers (AAXO)
- Canadian Association of Exposition Management (CAEM)
- Federación de Entidades Organizadoras de Congresos y
Afines de América Latina (COCAL)
- Healthcare Convention & Exhibitors Association
(HCEA)
- International Association of Exhibitions and Events
(IAEE)
- IAEE MENA Chapter
- Philippine Association of Convention/Exhibition
Organizers and Suppliers Inc. (PACEOS)
- Singapore Association of Convention & Exhibition
Organisers & Suppliers (SACEOS)
- Society of Independent Show Organizers (SISO)
- Trade Fair Times, India
- Informa Mexico
- União Brasileira dos Promotores Feiras (UBRAFE)
A total
of 463 executives responded to the invitation to participate in the study, of
which 346 were qualified to participate and completed the survey. The response
rate is seven percent, and total percentage results provide statistically
reliable results of plus or minus five percent or better, at the 95% interval.
Click here to
download reports from CEIR’s Global Virtual Event Trends series at no cost and
continue to follow CEIR for more real-world case studies to be published soon.
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