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Understand the Behavior of Attendees at Trade Shows

Understanding the behavior of attendees is an important factor in ensuring your company benefits from exhibiting. Surveys of trade show attendees consistently shows that being pressurized into buying, or committing to buy, results in poor publicity for a company ensuring that they will not entertain dealing with that company in future.

Exhibiting at a Trade Show? Recent Business Research Shows Why

The Center for Exhibition Industry Research (CEIR) has for over 30-years been marketing and promoting the importance of exhibitions in the world of business.  Recent research by CEIR suggests that new business leads obtained at exhibitions are 50% more cost effective than new business leads sought elsewhere.  Additionally their research found that the conversion rate from new business lead to new business on the books was 60% more cost effective.

Attendee Behavior and Enhancing Value

Understanding attendee is crucial to optimizing trade show results for your company.  Once you have grasped what is happening with attendees, it makes your job easier when it comes to delivering value and things of interest for them at the trade show.  Delivering value and creating interest is essential as any sales or marketing person knows – once you have that interest, it becomes easier to engage in detailed business discussions which lead to negotiations and placing orders.

Reasons to Exhibit at Trade Shows

Many newcomers to trade shows test the water before they take the plunge but there are several excellent reasons why trade shows work and why you should have a trade show display at one.

Trade Show Business Research Highlights Why You Should Be Exhibiting

The Center for Exhibition Industry Research (CEIR) makes it clear why companies should be using trade shows and trade show displays to promote themselves.  In terms of ROI (return on investment), trade show qualified leads are 50% cheaper to acquire than a qualified lead generated in the field, however the economic benefit does not stop there.  In terms of the cost to convert a qualified lead, a trade show lead is more than 60% cheaper to convert than the cost associated with converting a field generated lead.

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