Emerald Holding, the New York-based organizer of the Outdoor Retailer (OR) trade shows and others, has released its first research report about the exhibitors’ and visitors’ changing expectations that are influencing and shaping the future of the business-to-business (B2B) events industry. The report will be published annually in the future, Emerald said.
Developed by G3 Communications’ content strategy and marketing agency, Content4Demand, a company that Emerald acquired in 2019, the “B2B Event Industry Outlook Report 2022, Charting Success Amid Evolving Expectations” surveyed more than 1,000 B2B event planners, vendors/providers and attendees across the U.S. and Canada to understand how events are driving business growth in an industry that is both recovering and evolving. In addition, the report explores how constant connectivity is driving demand for year-round engagement, creating a critical shift in the future B2B event landscape.
Among other findings, B2B event planners, vendors/providers and attendees indicated that they will prioritize the quality of contacts and the level of engagement beyond the actual events in the future. Attendees and vendors continue to value in-person events but are also looking for a dynamic model that combines the best features of live and digital events and orchestrates them for year-round engagement and commerce.
More about the report in the Outdoor Industry Compass and in the report itself, which is available here.
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