Background Buzz Insider
January 11, 2010
The Value Of Trade Show Exhibiting?
I often hear this question: "Help, please! My trade shows
are under attack from management! What is the value of meeting
a customer or prospect on the trade show floor versus in their
An estimated 110 million people attend more than 4,000 shows in
the United States and Canada every year (courtesy: tradeshowsandevents.com).
How many clients or prospects can your sales reps see per day?
Maybe 3-4 or 6-7?
Consider a 20 total
hour show with 10,000 attendees. You have the potential to visit
with up to 500 people per hour. Even if you only meet with 5%
of those attendees, you'll end up with the opportunity to connect,
face-to-face, with 25 people per hour. To achieve the same level
of success, one sales rep would need 20 weeks!
Trade show exhibiting, it's a great value. Consider the following
numbers, provided by CEIR.org:
· For the past 10 years, an average of 81%-83% of visitors
have some kind of buying power.
· The average visitor spends 9.2 hours at a 2-3 day trade
· 86% of your visitors will be new contacts.
· 77% of visitors will remember your company for up to
· Cost per lead from show averages $212.
· Cost per lead from field averages $308.
· Cost per sale from a show averages $705.
· Cost per sale from the field averages $1140.
· That’s 38% less to close a sale from a trade show
How to Use This Information
I suggest you share these numbers with your management and accounting
teams. Then couple the information with your own statistics &
measurement results, so that you can help everyone understand
the importance of your trade show marketing program.
Flavin, Skyline Mid-America
by permission of Skyline Exhibits."
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