Ok, I admit this cant be the most recent data, but the list is still relevant and certainly supports why Trade Shows Rock!
Top Reasons Why Exhibitions Are Key to the Marketing Mix via AEM.org
1. 91% of attendees rank trade shows as “extremely useful” as a source for product purchasing information. Source: Simmons Market Research Bureau
2. The vast majority (87%) of survey respondents state that national exhibitions are an “extremely useful” source of needed purchasing. Source: Center for Exhibition Industry Research 2004 report entitled “Decision Makers Prefer Exhibitions”
3. 79% of attendees say that attending shows helps them decide on what products to buy. Source: Exhibit Surveys, Inc.
4. 91% of attendees say that trade shows impact their buying decisions because the competition is in one place allowing for comparison shopping in real time. Source: EXHIBITOR magazine, 2006
5. 91% of attendees tell us they get the most useful buying info from trade shows and events. Source: Skyline Exhibits, 2006
6. Trade shows are the #1 sales or marketing medium for quickly overcoming objections and accelerating the buying process. Source: Skyline Exhibits, 2006
7. On average, 77% of all qualified attendees represent a new prospect and potential customer for exhibiting companies. The results from this study have been consistent for the past 20 years. Source: Center for Exhibition Industry Research report entitled “Exhibitions Attract Market of Visitors with Buying Authority”
8. In 2007, an average of 82% of exhibition attendees reported that they had buying influence for exhibited products. Source: Center for Exhibition Industry Research report entitled “Exhibitions Attract Market of Visitors with Buying Authority”
9. Approximately two thirds (63%-70%) of trade show attendees place a high level of importance on face-to face interaction during the pre-purchasing stages. Source: CEIR’s six-part study series entitled, “The Role and Value of Face-to-Face Interaction”
10. When asked the question “Which marketing mix components do you find most effective in achieving [specific] objectives?” respondents answered overwhelmingly that exhibitions are more effective than business-to-business advertising, public relations, direct mail and telemarketing. Source: Center for Exhibition Industry Research Report from research conducted by Deloitte & Touche Consulting Group report titled “Exhibitions Are More Effective in Achieving Sales/Marketing Objectives: The Power of Exhibitions II: Maximizing the Role of Exhibitions in The Total Marketing Mix”
11-22 can be found here: AEM | Trade Shows – Why Exhibit?.
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