Trade shows are a fantastic way of generating new business, and they have kept their appeal even as businesses move more of their marketing operations online.
Don’t believe us? We’ve researched the topic using a variety of sources and come up with the following list of 20 trade show statistics that will blow your mind!
1. 81% оf trаdе ѕhоw attendees hаvе buуіng аuthоrіtу.
Visitors at trade shows are often influential people within their companies making trade show an ideal shop window.
Sоurсе: CEIR: Thе Sреnd Dесіѕіоn:Anаlуzіng Hоw Exhіbіtѕ Fіt Into the Ovеrаll Marketing
2. 64% of exhibitors surveyed said that the quality of attendees was the most important factor when choosing to exhibit at a trade show.
Cost (54%), trade show industry (40%) and geographical location (38%) were seen as the next most important factors.
3. 46% of attendees attend only one trade show per year.
Many attendees pick and choose their shows, representing how trade shows often have a specialist audience.
Source: Freeman Exhibit Surveys 2015
4. 28% of trade show exhibitors start planning their trade show marketing 1-2 months before the show.
22% start planning 2-4 months before the show, whilst 18% are very prepared, getting ready 4-6 months before the show.
5. 92% of trade show attendees say their main reason for attending trade shows is to see new products being featured.
Exhibitors should try and launch a new product at their shows when possible..
Source: CEIR: The Role and Value of Face to Face
6. 64% of trade show attendees are not customers of the exhibitors’ companies.
There are lots of opportunites for fresh prospects at trade shows.
Source: Exhibit Surveys 2015
7. It takes an average of 4.5 sales calls to close a sale without an exhibition lead, and only 3.5 sales calls to close a lead from an exhibition.
The advantage of face-to-face contact with your lead means you can close sales more quickly.
Source: CEIR: ‘The Cost effectiveness of Exhibition Participation: Part II
8. The average trade show attendee spends 5.5 hours at a live event such as a trade show.
Most attendees explore the venue thoroughly, but it's always better to grab a good location to maximise your exposure.
9. 81% of exhibitors use email to follow up their trade show leads.
Calling leads after the show was also important with 68% of respondents reporting that they use this method. A fast riser was social media with 27% of exhibitors using this means to follow up their leads.
10. The Hannover Messegelande Exhibition Hall in Germany is the largest in the world, at 496,000 square metres.
The second biggest is the National Exhibition and Convention Center in Shanghai, China at 400,000 square metres.
Source: Event Manager Blog
11. 43% of exhibitors spend between £500 and £2000 on their trade show displays per year.
21% of exhibitors spent only between £100 - £500 on their displays.
12. The perception of a brand that is not represented at an event falls by 5%. This is true even for global brands.
Not attending the key events in your industry can be more damaging than you think.
13. 57% of exhibitors said that their trade show staff gained sales skills from exhibiting.
Other skills gained were product knowledge (46%) and staff bonding (38%).
14. 75% of exhibitors predicted a positive future for trade shows.
Respondents spoke of the importance of face-to-face communication, generating brand awareness and positive ROI.
15. 76% of exhibitors say that their event is integrated with their other marketing campaigns.
More and more exhibitors are choosing to create video content at their shows which they can use in their marketing throughout the year.
Source: EventTrack 2016 Experiential Marketing Report
16. 71% of SMEs (small and medium-sized enterprises) won business using face-to-face networking.
For smaller businesses who don't have huge advertising budgets, networking events such as trade shows are an effective means of generating new business.
Source: Display Wizard SME survey 2015
17. Brands that exhibit at live events are 28% more innovative when encountered face-to-face.
Live events such as trade shows give exhibitors an opportunity to explain how their product or service differs from the competition.
18. Meeting potential customers was the most positive aspect of exhibiting at a trade show according to 83% of exhibitors.
Building brand awareness (63%) and meeting existing customers (44%) were also seen as some of the main advantages of exhibiting.
19. 65% of attendees said events help them give a greater understanding of a product or service.
This brand personalisation is far greater than digital efforts and TV advertising as methods of recognizing and learning about a brand.
Source: EventTrack 2016 Experiential Marketing Report
20. An eye-catching stand is the most effective method for attracting attendees according to 48% of exhibitors surveyed.
This was followed by giveaways (34%) and social media (31%) in terms of popularity.
