CEIR. The Center for Exhibition Industry Research (CEIR) announced a new Guru Report, “Beyond ROI and ROO: Using Measurement to Enhance Decisions and Improve Exhibit Results“, written by Joe Federbush, Exhibit Survey's vice president, Sales and Marketing. The report advocates using an integrated approach to defining, implementing and monitoring performance of exhibition programs that provides actionable feedback to improve future performance. It highlights the general steps to evaluate prospective exhibitions to participate in; a framework to define an overall strategy for exhibiting and tactics to execute the plan; as well as a method for evaluating event performance.
CEIR Research Director Nancy Drapeau, PRC, said, "Every organization considering exhibiting should read this article before they begin an exhibition program. And for those who are already exhibiting, it is worth a read to compare their practices with what this article recommends." The CEIR Guru Reports are a series of reports focused on helping exhibition organizers and exhibiting companies achieve better results and gain value from exhibitions.
The report is available in the CEIR online shop.