EXHIBITIONS are the most direct form of marketing ever.
They...
... bring your most active prospects and customers
to you
... allowing you to
- demonstrate products
- answer questions
- overcome objections
- meet your market face-to-face
... harness all five senses to drive home your
messages
... further virtually all of your marketing goals at
the same time:
- long-term brand building
- immediate sales
- research the market
- generate media coverage
- launch new product
- entertain loyal customers
- collect high quality leads
- educate prospects
Meet the Decision Makers
Fact
83% of all visitors to a trade show have the authority to purchase or are a decisive influence in the purchasing decision of the company.
Statistic
More than 72% of trade show visitors intend to make a purchase either immediately or in the near future.
Show off to a Captive Group of Potential Buyers
Fact
Visitors use trade shows to review products and services and make purchases. 71% of visitors spend a half-day or more at a trade show.
Statistic
23% of visitors spend multiple days at a trade show.
Time Spent at the Show
| Percentage |
|
 |
 |
Every Day |
 |
More than 1 Day |
 |
All Day |
 |
Half Day |
 |
1-2 hours |
Why are they Effective?
Fact
54% of visitors come specifically to see new products and services.
Statistic
More than 46% of people planning to visit a trade show made the decision to attend more than 2 weeks before the show.
Why do they Come?
Fact
The top 4 reasons for attending trade shows are:
- 54% to keep up to date with available products and services.
- 48% for information
- 40% to keep up to date with technology
- 15% to make business contacts.
Trade Shows are Good Value
Fact
Of exhibiting companies surveyed, the average expenditure on exhibitions was 9% of the marketing budget. However 23% of their business is attributed to exhibitions.
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Exhibiting Tips
- Make appointments in advance and plan activities such as dinners, etc. outside of show hours to maximise the benefit of out of town attendees.
- Plan regular demonstrations, competitions or activities that will entertain and motivate visitors.
- Display and highlight new releases and design the stand around the products/services rather than trying to fit products into a design
- Have detailed information on how to obtain your product or services nationwide.
- Take time to select the right exhibition team and train them on the goals you have for the show. It is critical that your staff create a welcome atmosphere - not clustering with friends and other staff - nobody will approach a group of strangers - it is too intimidating.
- Don't ignore visitors -if staff are too busy when someone approaches, they should try to acknowledge them or try to include them in the conversation. If conversing with other staff they should break it off immediately.
- Rehearse qualifying lines for the staff to ensure the database you collect is strong and relevant.
- Link existing advertising with your participation in the show. Announce your involvement in the show by including a brief message and your stand number on your fax header sheet, and mailouts.
- Promote incentives in all advance publicity and promotional materials and make prospects come to your stand for fulfillment.
Secure Your Position
Prime positions at the show are often booked well in advance.
To make sure you get your preferred position, enquire about booking now »
Source
The research on this page is from a major study commissioned by the Exhibition and Event Association of Australia (EEAA) www.eeaa.com.au |
