All Things Trade Show

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.

If you’re new to exhibiting at trade shows the whole process can seem a bit daunting, Advance planning is the key to success as you need to arrange your trade show display, produce your giveaways and literature and decide on your marketing profile. Organizing a well structured and knowledgeable team is the most important aspect. Without the backing of a team you could fail to achieve your goals and waste money at the same time.

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.

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.

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.