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Trade Show Survey
Indicates Strong Value
Research Company Reports Trade Show Survey Findings
The value of trade show participation as a powerful sales strategy continues to be substantiated, according to a study by the New Jersey based research firm, Exhibit Surveys Inc. The findings point to continuing strength and sales opportunity for those who use exhibit participation as part of an overall marketing plan.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.
How qualified are attendees?
- 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
How much do exhibitors spend to reach a potential customer?
- $116 to attract a potential customer
- $195 to make face-to-face contact with a potential customer
How well do exhibitors attract and engage potential customers?
- 79% attract their potential customers
- 46% make face-to-face contact with their potential customers
How well do attendees remember exhibits?
- 79% of attendees say they remember specific exhibits
More survey information can be found on www.expoweb.com.
Related Information
Trade Show and Exhibiting Trends
More on the Direction of the Industry
Trade Show Planning Timeline
Tradeshow Check List
Locating Events and Trade Shows
How To Develop Your Planning Strategy
Return HOME from Trade Show Survey Results
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