The power of trade shows, events and exhibitions cannot be overlooked when it comes to generating leads. In 2017, almost a quarter of B2B marketers allocate 10-20% of their marketing budgets to exhibitions.
Consider this also:
- Over 80% of attendees have the authority to make purchasing decisions.
- Almost every marketer asked stated that they found “unique value” from trade shows over other marketing avenues.
- The overall three goals for exhibitors are: brand awareness, lead generation and relationship building.
In those stats, lead generation is an interesting one. How exactly do exhibitors gain these leads? There are numerous ways to do it. One extremely popular method is providing attendees with free gifts. It’s not uncommon for delegates to come home with bags of items ranging from mouse mats to USB sticks.
We recently asked exhibitors what they frequently gave out to attendees and if they helped in securing sales or tangible leads. The results were quite interesting.