What Separates Men From Women When Choosing to Attend Trade Shows?

Author: David McMillin       

Event Management Philippines

As event marketers work to attract traffic to their trade-show floors, it’s common to tailor messaging based on where those prospective attendees live, what type of companies they represent, their age, and a number of other demographic factors. But what about a more fundamental piece of their identity — i.e., their gender?

The Center for Exhibition Industry Research (CEIR) sought to determine, by analyzing attendee data from 21 exhibition organizers, whether there are differences in what men and women look to experience on the trade-show floor. The results of the research, “Gender Differences and Similarities,” supported by the PCMA Foundation and the International Association of Exhibitions and Events (IAEE), reveal some similarities and striking differences.