Focus on show experience drives attendee satisfaction - IMEX data reveals the impact of improvements

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Figures released by the IMEX Group reveal how a strategic focus on enhancing the show experience has impacted overall attendee satisfaction. Over the past two years, the company has targeted resources on elevating the customer experience and enhancing value, with results now evident in post-show feedback from both buyers and suppliers following the 2024 editions of IMEX Frankfurt and IMEX America.

Show experience impacts attendee satisfaction

Data from IMEX’s independent survey partners Explori*, shows that buyer and supplier satisfaction rank significantly higher than Explori’s all-industry tradeshow benchmark for both IMEX Frankfurt and IMEX America last year.

The data shows an increase in the KPIs for ‘overall satisfaction’, ‘likelihood of return’ and ‘importance of event’ for both buyers and suppliers at each show since 2019 – before the investment work began.

IMEX Frankfurt buyer satisfaction levels were 14 per cent above the benchmark while IMEX America was 12 per cent over. Exhibitor satisfaction ranked 11 per cent higher for IMEX Frankfurt and 7 per cent at IMEX America. Together, both shows rank in the top 25 per cent of trade shows surveyed by Explori for this KPI.

Investment in technology to drive value for all

Sitting behind these high satisfaction scores is a concerted investment in technology designed to support attendees’ priorities and increase value.

Enhancements to the IMEX event platform have streamlined the registration and user journey for all types of participants. The team paid special attention to simplifying the online meeting booking process for attendees, for example.

Knowing that generating new sales leads is priority number one for exhibitors, the team built lead scanning into the IMEX app and also made it free of charge.

In designing both events, the IMEX team focused on amplifying the entire show experience with moments intended to ‘spark joy’. These ranged from striking welcome branding at the airport, unusual but fun activations on the show floor (many will remember the pickleball court at IMEX America!) to a musical parade leading attendees out of the venue. In addition, the show floor was redesigned to improve booth to booth navigation and enable attendees to fine tune their schedules and create their own personalized ‘IMEXperience’.

Explains IMEX CEO, Carina Bauer: “We intentionally invested in technology, such as our event platform, to drive these improvements in customer satisfaction and remove friction points across both shows. So, it’s really satisfying – and important - to see the impact of those efforts clearly expressed in the data. The process does not end here, however, and we’ll continue to iterate, invest and improve as we go along.

“Having also introduced a couple of new show floor technologies we’re now able to provide in-depth booth and activation engagement data. It’s been a long-held ambition to offer richer, deeper data to sponsors and interested partners and, predictably, they’ve responded with great enthusiasm.

“All of these tracking measures gives us a strong baseline to build on in 2025 and there’ll be further enhancements to look out for at the next editions of our shows. As we look around our global marketplace, not forgetting other industry sectors too, it’s clear that the events which are thriving not only move with the times but also anticipate attendee’s needs - and then deliver and delight! And that’s the IMEX brand in a nutshell. It’s what motivates our team every day.” says Carina.

The innovations will further evolve into IMEX Frankfurt, taking place 20 – 22 May, with registration going live soon. More details here.

*IMEX Frankfurt 2024 Explori survey data based on 2,154 total respondents.

*IMEX America 2024 Explori survey data based on 2,838 total respondents.