According to a recent study by the Center for Exhibition Industry Research, the most influential factor in driving the decision to exhibit is the perceived quality of attendance of an exhibition.
The findings of this study are important to note for trade show marketers as well as trade show organizers. Attendee quality is crucial to the success of trade show marketing. Trade show exhibitors need to feel that the trade show attendeed audience will be worth the time invested in exhibiting.
When trade show organizers put together an exhibition, resources should be allocated for marketing efforts in a focused manner, attracting the right audience and high quality attendees. This will in turn drive the success of the event and keep exhibitors feeling it’s worth the ROI to exhibit at the event.
Exhibitors that participate frequently at trade shows (defined in the study as 20+ per year) place high value in using trade shows to achieve top priority marketing and sales objectives. Messaging on trade show displays and in marketing/sales pieces developed for
Most Prevalent Top Priority Marketing Objectives: In the study, top priority marketing objectives most prevalent among among frequent trade show exhibitors include “building or expanding and reinforcing brand awareness,” as well as “new product or service promotions.”
Most Prevalent Top Priority Sales Objectives: It’s also imperative for trade show organizers to understand the sales objectives of frequent trade show exhibitors. The top priority sales objectives include, “relationship management and engagement efforts with customers, key accounts and prospective customers, generating sales leads, generating orders.”