Trade Show Statistics & Trends

Last year we published a blog entitled, “10 impressive statistics to back your trade show marketing program”. You can revisit those statistics by pulling up that blog post, here. While trade shows remain #1 in business-to-business marketing spend to support sales beating out specialty publications, internet, promotions, and PR respectively, we wanted to update some of the other statistics and findings so you can see that trade shows are going to continue being an asset to your company’s marketing mix. These statistics were either previously published by The Center for Exhibition Industry Research or recorded from Red Bank’s Exhibit Survey on Trade Show Trends. You can find a full article here, thanks to EXHIBITOR Magazine.

What's the value of exhibiting at a trade show

  • 82% of the attendees have some kind of buying authority. That’s more than 4 out of 5 people walking down the aisles towards you.
  • 46% of attendees are at the Executive or Upper Management levels. This reinforces that these attendees do have buying power, or at least can influence final decision-making.
  • 49% of attendees come to a trade show with buying intent.
  • 49% of attendees who plan to buy within 12 months of the show.
  • #1 reason for attendees is to see new products. Exhibitor tip: Do an in-booth product demonstration.
  • 5% increase in duration of attendees visiting exhibits. Attendees spend an average of nine hours and 2.3 days (per show) visiting exhibits.
  • 38% of attendees are first-time attendees. That’s nearly four out of every ten are first timers to that show.
  • 85% of decision makers say attending trade shows saves their company time and money by bringing vendors together under one roof.
  • 85% of an exhibitor’s success lies in the performance of the staff.
  • 53% of exhibit managers say its “difficult” or “very difficult” to keep effective booth staffers.
  • Trade show visitors will tell 6+ people about their experience.

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