As expositions become more sophisticated, so, too, do your customers. Your exhibitors are probably smarter than you think. Clearly, these exhibitors do extensive research and evaluation before they decide to participate in a show. Your prospectus helps, but they want more than that. A survey of readers conducted by Exhibitor magazine, a monthly publication for exhibitors published by Rochester, MN-based Exhibitor Publications Group, and reported in its September 1998 issue reveals where, how and why companies spend their exhibit dollars.
Statistics are certainly valuable.
They can help focus attention, identify trends and guide business decisions. But they're just the beginning. If you want to know what the statistics really mean, ask your exhibitors. We did, and here's what we found out. Talking with exhibitors, however, reveals how difficult it is to draw conclusions from those numbers.