06 June 2016, 23:43 PM

10 Powerful Stats on The Value of Trade Shows

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.

1. 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

2. 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

3. The top three goals for exhibitors at trade shows are brand awareness, lead generation and relationship building. Source: Skyline Exhibits market research

4. 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.

5. 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

6. 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

7. 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.

8. 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

9. 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

10. 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

We hope these stats help you in proving and improving the value of your trade show program!

Source: Expo, I.G. (2015) 10 powerful stats on the value of trade shows. Available at: http://www.indoorgardenexpo.com/10-powerful-stats/ (Accessed: 6 June 2016).