Any new business is good business for most firms. Many companies are relying on trade shows to grow their customer list. How does a company maximize its return on investment when exhibiting at trade shows?
Trade shows present a range of valuable opportunities for companies that participate, including meeting potential customers, finding new and better ways of doing business and building a more impressive reputation within an industry.
But making a solid trade show appearance requires investing company resources, and many question if it is worth it. However, most businesses can see significant returns even from a modest trade show investment — if they have the right strategy.
According to data from the Center for Exhibition Industry Research (CEIR), 88% of the attendees at a trade show usually haven’t been seen by a member of your company’s sales staff in the past year, and 70% plan to buy one or more products. On average, 76% of attendees ask for quotes and 26% end up signing purchase orders. 72% of visitors say the show itself influences their buying decisions.
The positive impact of exhibiting at a trade show isn’t confined just to the event, as 87% of attendees will pass along some of the information they obtained at the show, and 64% will tell at least six other people about it. From a sales perspective, shows can also be highly cost-effective — it costs 22% less to contact a potential buyer at a trade show than through traditional field sales calls.
Of course, the fact that trade shows offer a lot of chances for boosting business doesn’t guarantee success. To maximize the value of a trade show appearance, it’s important to find the events that are best-suited to promoting your firm and making an impact on the market.
Once the right shows have been identified, your business needs to develop a comprehensive strategy and ensure your company is represented in the best possible light.
For a trade show exhibit that will correctly portray and sell your business, contact The Exhibit Source.
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