You and I both know that when executed successfully, trade shows are an effective face-to-face marketing medium. However, your CEO may still need convincing that trade shows play an important role in your overall marketing strategy. If there’s one thing the top brass loves, its numbers. One of the best ways to convince your CEO of the value of trade show marketing is with proven statistics. So I’ve gathered some ammunition (statistical justification) to help you make your case.
49% of trade show attendees plan to buy one or more of the products/services exhibited.
That means that about 1 out of every 2 attendees wants to buy something. The question then becomes will it be your product or service, or the competition’s, at the next trade show?
82% of trade show attendees have the authority to buy.
So not only do 1 out of every 2 attendees want to buy something, the majority of them, or 4 out of 5, have the power to do so. Where else do you have access to that many decision makers in one place at one time?
Marketing spend for events rose by 7.2% in 2014.
In the “2014 Marketing Outlook” study by B2B Magazine, events are cited as the second largest area of growth in media spending just behind digital.
46% percent of trade show attendees are in executive or upper management.
In an average situation, it can be hard to get in touch with the top decision makers to sell your products and services. (Maybe that’s because they are all at trade shows.)
67% of all attendees represent a new prospect and potential customer for exhibiting companies.
That’s a lot of potential customers roaming the aisles!
Attendees spend an average of 9 hours on the show floor visiting exhibits.
That may seem like a lot of time, but visitors have a lot to do and see in that 9 hours and their attention span most likely won’t hold for the duration. Make sure to make the best use of the time you have with your prospects.
56% of trade show attendees travel more than 400 miles to attend an exhibition.
By plane, train or automobile, 400 miles is a long way. Other than exhibiting at a trade show, how else are you going to get so many people to travel from across the world to gather in one place to view your products and services?
Depending on your company’s situation, marketing budgets can be tight. But we know that with the right exhibit, you’re sure to get your return on investment. At Excalibur Exhibits, we take pride in our marketing expertise and are happy to act as an extension of your in-house marketing team. Reach out to us if we can help!
About Peggy Swords
Peggy Swords is the founder and president of Excalibur Exhibits, a $10 million Houston-based exhibit manufacturing and production corporation. Excalibur Exhibits designs, builds, delivers, assembles and disassembles as many as 300 exhibits per year. Swords was named as a finalist for NAWBO Houston 2003 Woman Business Owner of the Year and 2005 Enterprising Woman of the Year Finalist. Additionally, Excalibur Exhibits is a five time member of the Inc 5000, a three time member of the LSU100 and a two time member of the Houston Fast 100, a list of fastest growing privately held companies.