by Mike Thimmesch
From interacting with attendees with buying authority, to getting the word out about new products, to meeting face-to-face with a variety of unique customers, suppliers and re-sellers, here are 10 reasons to make trade shows an important part of your company’s marketing plan.
Looking for statistical justification that trade shows are a great marketing medium? Or numerical inspiration to guide your trade show program? You’ve come to the right place. Here are some stats to help guide your future trade show endeavors.
- 81% of trade show attendees have buying authority. This means more than four out of five people walking the aisles are potential customers for exhibitors. Source: CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget
- 99% of marketers said they found unique value from trade shows they did not get from other marketing mediums. The three most valued aspects of trade shows are as follows: 60% of exhibitors value the ability to see lots of prospects and customers at the same time; 51% of exhibitors value face-to-face meetings with prospects and customers; and 47% value the ability to meet with a variety of players face to face, such as customers, suppliers and resellers. Source: CEIR: The Changing Environment of Exhibitions
- The top three goals for exhibitors at trade shows are brand awareness, lead generation and relationship building. Source: Skyline Exhibits market research
- The average attendee spends 8.3 hours viewing trade show exhibits at a show or exhibition. That gives you plenty of opportunity to connect with your target audience. Source: Exhibit Surveys, Inc.
- 83% of exhibitors agreed that building and expanding brand awareness is a high-priority, marketing-related objective for trade shows. The next two objectives tied at 63%: New product promotions and launches, and brand awareness reinforcement. Source: CEIR Changing Environment Study
- The top three sales-related objectives at trade shows are related to relationship management and engagement. Above all else, exhibitors want to meet with existing customers, key customers and prospective customers. Source: CEIR Changing Environment Study
- 67% of all attendees represent a new prospect and potential customer for exhibiting companies. This means trade shows are always rich in new business targets for you. Source: Exhibit Surveys, Inc.
- The No. 1 reason for attending (not exhibiting at) trade shows is to see new products. More than 90% of trade show attendees say they are looking for new products. It has been the No. 1 reason to attend for 25 years! So, trade shows are a great place to introduce or feature your newest products. Source: CEIR: The Role and Value of Face to Face
- 46% of trade show attendees are in executive or upper management roles. That’s a lot of valuable attendees with top titles walking trade shows. They certainly have the authority to make buying decisions! Source: CEIR: The Role and Value of Face to Face
- 84% of exhibitors say high-quality attendees is the most important factor when deciding whether to exhibit or expand their booth size. Also, 54% say a favorable return on investment is an important factor when deciding to exhibit or expand booth size, while 50% consider positive past performances an important factor. Source: CEIR: The Changing Environment of Exhibitions
I hope these stats help you in proving and improving the value of your trade show program!
About the author: Mike Thimmesch is Skyline Exhibits’ director of customer engagement, with more than 25 years of marketing and trade show display marketing experience.
Article source: skylinetradeshowtips.com