Trade Shows: Why Exhibit?
Top Reasons why Exhibitions Are Key to the Marketing Mix
1.91% of attendees rank trade shows as “extremely useful” as a source for product purchasing information.
Source: Simmons Market Research Bureau
2.The vast majority (87%) of survey respondents state that national exhibitions are an “extremely useful” source of needed purchasing.
Source: Center for Exhibition Industry Research 2004 report entitled “Decision Makers Prefer Exhibitions”
3.79% of attendees say that attending shows helps them decide on what products to buy.
Source: Exhibit Surveys, Inc.
4.91% of attendees say that trade shows impact their buying decisions because the competition is in one place allowing for comparison shopping in real time.
Source: EXHIBITOR magazine, 2006
5.91% of attendees tell us they get the most useful buying info from trade shows and events.
Source: Skyline Exhibits, 2006
6.Trade shows are the #1 sales or marketing medium for quickly overcoming objections and accelerating the buying process.
Source: Skyline Exhibits, 2006
7.On average, 77% of all qualified attendees represent a new prospect and potential customer for exhibiting companies. The results from this study have been consistent for the past 20 years.
Source: Center for Exhibition Industry Research report entitled “Exhibitions Attract Market of Visitors with Buying Authority”
8.In 2007, an average of 82% of exhibition attendees reported that they had buying influence for exhibited products.
Source: Center for Exhibition Industry Research report entitled “Exhibitions Attract Market of Visitors with Buying Authority”
9.Approximately two thirds (63%-70%) of trade show attendees place a high level of importance on face-to face interaction during the pre-purchasing stages.
Source: CEIR's six-part study series entitled, “The Role and Value of Face-to-Face Interaction”
10.When asked the question “Which marketing mix components do you find most effective in achieving [specific] objectives?” respondents answered overwhelmingly that exhibitions are more effective than business-to-business advertising, public relations, direct mail and telemarketing.
Source: Center for Exhibition Industry Research Report from research conducted by Deloitte & Touche Consulting Group report titled “Exhibitions Are More Effective in Achieving Sales/Marketing Objectives: The Power of Exhibitions II: Maximizing the Role of Exhibitions in The Total Marketing Mix”
11.76% of attendees rate face-to-face meetings with potential new vendors very or extremely important.
Source: Center for Exhibition Industry Research as presented to the Major American Trade Show Organizers January 22, 2003
12.Trade show visitors will tell 6+ people about their experience.
Source: Center for Exhibition Industry Research
13.87% of exhibitors rate face-to-face very or extremely important in marketing to prospects.
Source: Center for Exhibition Industry Research as presented to the Major American Trade Show Organizers January 22, 2003
14.Overall, face-to-face interaction is of high importance to over 60% of attendees along most of the purchasing and customer relationship stages of the continuum.
Source: Center for Exhibition Industry Research
15.97% of all qualified attendees represented a new prospect and potential customer for exhibiting companies.
Source: Exhibit Surveys, Inc.
16.The cost of contacting a prospect in the field is $308, which does not include the cost of identifying that prospect prior to the sales call! The cost per visitor contacted at a trade show is $212!
Source: Simmons Market Research Bureau
17.85% of decision makers say attending trade shows saves their company time and money by bringing vendors together under one roof.
Source: Center for Exhibition Industry Research
18.Trade shows cost 38% less than sales calls for generating a sale.
Source: American Business Media, 2006
19.Trade shows are the #1 business-to-business marketing spend to support sales, beating out specialty publications, internet, promotions and PR respectively.
Source: Market Reality eSurvey
20.The average total cost of closing a sale in the field is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419.
Source: Trade Show Bureau
21.Trade shows allow exhibitors to show their full product range in real life rather than a catalogue. Let buyers use all five senses to gain a full appreciation of your product and gain immediate feedback on products.
Source: EXHIBITOR magazine, 2006
22.Trade shows provide valuable insights on your current and new competition.
Source: American Business Media, 2006
According to the AEM, these are the top reasons.
22.Trade show booths from Affordable Exhibit Displays, Inc. are able to be transported easily, set up quickly, and viewed with envy by all. Call us today!
Source: Affordable Exhibit Displays, 2011
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