Trade Show Survey
Indicates Strong Value

The research was conducted in 2004 among attendees who were systematically sampled from 48 trade shows representing a variety of categories including communications, medical and manufacturing.

Questions were designed to determine buying influence, purchase intent, and exhibit marketing effectiveness. Here are some highlights from the research:

What percentage of booth visitors are not current customers of exhibitors?

• 84% of attendees who visited an exhibit had no contact with that company within the previous 12 months.
  

• 82% of booth visitors are interested in the product or service displayed
  
• 49% of booth visitors plan to buy the exhibitor’s product or service within the next 12 months
  
• 77% of booth visitors have buying influences for the exhibitor’s product or service
  

• $116 to attract a potential customer
  
• $195 to make face-to-face contact with a potential customer
  

• 79% attract their potential customers
  
• 46% make face-to-face contact with their potential customers
  

• 79% of attendees say they remember specific exhibits
  

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