FaceTime, an AEO funded initiative, has announced it will launch the full findings of a year-long study at the AEO Conference on 7 September at The Vox, Birmingham.
The aim of the study is to understand the behaviour of event attendees so that organisers and exhibitors can work together to attract more high value visitors to future shows.
The research identified that individuals who attend events are more valuable to brands than the general population, they have more reach and influence on and offline and are more likely to make recommendations to their peers.
The study also found that within an event community, there is a sub-group of super-high influence attendees who spend more at the event and in the following 12 months than other attendees.
The research revealed that high influence attendees make up 32 per cent of overall attendance at consumer events and 34 per cent at trade shows.
Jenni Jaques, marketing director at AEO, commented: “The Event Advocacy research has found that high influence attendees, in particular, go on to actively recommend events and the exhibitors they see. In addition, they spend notably more than other visitors over a 12 month period – 84 per cent more for trade and double the amount for consumer events.
“We’re hoping these compelling results will be a springboard for event organisers to find ways of identifying who their specific high influencers are, what the purchase potential of their shows is and, ultimately, what they can do to increase numbers of high influencers at their events.”
The research, conducted by event research company Explori, gathered detailed responses from 12,366 event attendees and 1,000 non-attendees who acted as the control group. The events researched included a mix of five consumer and seven trade exhibitions.
Rory Govan, associate research director at Explori, elaborated: “Understanding how event visitors compared to the UK population was an interesting research challenge. We drew on a range of tools including surveys, social monitoring and control groups over a twelve month period.
“It was rewarding to build on the existing FaceTime research with the conclusion that events not only help marketers engage with an audience in a powerful way, but that audience is one that will help them influence well beyond the exhibition hall.”
*High influencers were identified by combining the responses from consumer “conversation catalysts” (as defined by word of mouth marketing specialist Keller Fay, now Engagement Labs) and trade “category catalysts”.