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

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