Why Go in Trade Shows At All?

By Brian Keobke CME

According to the Center for Exhibit Industry Research (CEIR) http://www.ceir.org/ more than 85 percent of the average trade show audience is made up of final decision makers or those who influence purchases.

Other statistics from CEIR indicate that 91 percent of show visitors believe trade shows are the number one source of information to help them make purchasing decisions. One reason for this is that at trade shows the attendee is able to directly compare many products in a category at one location. In other words, they can see you and all of the your competitors on the same day.

Some industry statistics would indicate that since the September 11^th tragedy attendance at trade shows has decreased. While in some cases this may be true, many exhibitors report that the "quality" of attendees has increased. It seems that after 9/11 the "tire kickers" are staying home and only customers with real needs are attending shows.

Compared with all the various marketing tools available in conventional advertising, direct mail and internet marketing, trade shows still represent the most efficient vehicle for achieving sales objectives. Why? Because they provide the best opportunity for personal contact with a large number of real buyers under one roof at one time... and they're attending in the show to find new solutions and buy!

Everyone has experienced the frustration of leaving a voice mail and even though you have an excellent solution to offer you never get a return call. The same is true when you send an e-mail or a direct mail piece and receive no response. At trade shows you can reach new prospects "face to face" that the sales staff has yet to call on or been unable to contact directly.

Perhaps best of all, even people who currently deal with your competitors are usually receptive to your presentation at a trade show.

Trade shows are also an excellent venue for clients to meet your senior personal and to strengthen relationships with existing customers in a way that would be difficult at "home".

Your chances of generating a strong lead and closing a sale at a show are excellent since you can present your product "in your trade show office" and develop a rapport in a manner you could never achieve with a phone call, direct mail piece or e-mail.

Do you have additional reasons for going in trade shows? Let the rest of the exhibit industry know by using the comment form below.