Trade Shows Work!

Trade shows and events still represent the best and most meaningful way to connect with key customers.

According to Exhibit Surveys, Inc., “Exhibitions and events accelerate the sales process faster than any other media or form of direct marketing.” A bold claim that is measurable and provable. While costs keep rising, trade shows continue to attract qualified buyers and influence their purchasing decisions.

Approximately 81% on average of trade show attendees are in a position to recommend or make final purchasing decisions.

This statistic known as Net Buying Influence (NBI) has remained constant since 1998.
Additional results of Exhibitor Surveys’ April 2009 report:

• 52% of attendees planned to buy within 12 months of a show (this figure has remained consistent over the past seven years ranging from 52 to 55%)
• Exhibitors spent $165 on average per attendee who entered their exhibit (the average cost of a sales call industry wide is $300)
• Exhibitors spent an average of $271 per attendee with whom a face-to-face conversation took place in their exhibit
• Attendees spent an average of 8.1 hours per show visiting exhibits

During slow economies, companies cut costs by sending fewer staff to trade shows. Trade shows in all sectors saw fewer attendees per square foot in 2008 from the previous year. What most exhibitors don’t realize however, is the staff they do send are the decision makers. Therefore fewer bodies on the show floor doesn’t mean the show is less successful. In fact you’re likely to spend most of your time talking to the right people – the decision makers – rather than those who are simply curious or looking for free pens or chocolate.

Accelerate your sales path. Invest in trade shows.

Sources: Exhibitor Magazine, Exhibit Surveys, Inc.

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