According to Exhibitor Magazine, trade shows are an essential piece of any company's overall marketing strategy. Trade shows are one of the most cost-effective ways to reach a qualified audience. Trade show sales typically require less effort to close. Only 0.8 calls are needed to close a qualified trade show lead, compared to 3.7 calls for a typical business sale, according to Exhibit Surveys. Trade shows offer companies a chance to meet prospects face to face, strengthen existing customer relationships, study the competition, and get valuable media exposure.
Trade shows are also good for attendees.
In a study by the Center for Exhibition Industry Research in Bethesda, Md., nine out of 10 attendees rated exhibitions as the No. 1 most useful source of purchasing information because they can examine and evaluate competing products all in one location. Three out of four attendees find new suppliers and ask for price quotes, while 26 percent purchase products during exhibitions. All rights reserved.