A simplified online meeting booking tool, a pickleball court and a musical parade have all helped increase value at IMEX Frankfurt and Las Vegas. Photo Credit: IMEX
IMEX Group has revealed that overall attendee satisfaction levels at its shows in Frankfurt and Las Vegas have increased as a result of a greater focus on the ‘show experience’ and more investment in technology.
The company says that over the past two years, it has targeted its resources on elevating the customer experience and enhancing value. 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% above the benchmark while IMEX America was 12% over. Exhibitor satisfaction ranked 11% higher for IMEX Frankfurt and 7% at IMEX America. Together, both shows rank in the top 25% of trade shows surveyed by Explori for this KPI.
Investment in technology designed to support attendees’ priorities and increase value has helped boost these satisfaction levels. These include enhancements to the IMEX event platform that have streamlined the registration and user journey for all types of participants, such as simplifying the online meeting booking process for attendees.
In designing both events, IMEX also focused on amplifying the entire show experience with moments intended to ‘spark joy’. It said these ranged from striking welcome branding at the airport, to unusual but fun activations on the show floor, such as the pickleball court at IMEX America and 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 personalised ‘IMEXperience’.
IMEX CEO Carina Bauer said: “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.”
Bauer confirmed that attendees can look forward to further enhancements for the 2025 shows.