Study: No Intrusive Salespeople Wanted
Staff -- Tradeshow Week, 5/21/2007
Leave us alone! That seemed to the message attendees had for exhibitors — at least those at health care tradeshows — according to a recent study by event marketing firm Impact Unlimited.
Over a two-year period, the firm conducted focus groups examining physician attendees' perceptions of and attitudes about tradeshows and conferences.
"We hear, especially from physicians, that salespeople at tradeshows are just too aggressive," said Steve Mapes, Impact Unlimited's vice president of creative services.
Still, as Mapes pointed out, the study also found that physician attendees want to know what is new in their fields, regardless of whether health care experts or salespeople are presenting the information.
The study had another message for show managers: Make it easier for attendees to find what they're looking for. Mapes said medical event attendees aren't looking for specific brands, but for products in their specialties, so it makes more sense to group exhibits accordingly.
The survey included 60 physicians who had attended medical conferences or tradeshows in the preceding two years, asking them how exhibitors could help them improve their show experience. Impact Unlimited also highlighted strategies for pharmaceutical, equipment and device exhibitors who want to align their convention strategies with the results from the focus group.
Kevin Padden, Impact Unlimited director of creative services, said the results were applicable to all industries.
The study also found that the exhibit hall can be an overwhelming, inefficient learning experience for attendees. Because products and research, as well as continuing education, are readily available online, it's important to improve the tradeshow experience so that physicians will take time out of their hectic schedules to be there.
