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.