What's the Value of Trade Show Exhibiting?
What’s the Value of Trade Show Exhibiting?
August 25, 2009 | Michael Flavin | Comments 3 .A crowd of potential clients can visit you at your trade show booth, a lot more than your sales people can visit in a day.
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 office?â€
Trade Shows Work
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!
The Numbers
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 show.
86% of your visitors will be new contacts.
77% of visitors will remember your company for up to 10 weeks.
Cost per lead from show averages $212.00.
Cost per lead from field averages $308.00.
Cost per sale from a show averages $705.00.
Cost per sale from the field averages $1140.00.
That’s 38% less for a sale from a trade show lead!
How to Use This Info
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.
Copyright Skyline Trade Show Tips 2009. All rights reserved.
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