The Power of Exhibitions

Even in the digital age, when information is so much easier to come by, people will always want and need to meet face-to-face.

Exhibitions are a highly cost-effective way to generate sales leads and enter new export markets. You can make more contacts, and acquire more market intelligence, during three days at an international event than you might otherwise achieve in months.

Buyers/visitors chooses to attend in order to see the advertisements. Time is our most precious commodity. Customers give both their time and permission to clients at events at a time they are ready to buy. Other forms of advertising hit their target audience on the off chance they are ready to buy.

Among all marketing channels, meetings and events are the discipline that best accelerates and deepens brand relationships, delivering the all important brand ‘experience.’ (EventView 2009: MPI and George P Johnson

Other information sources:
www.eventsindustryalliance.com

Only at an exhibition can you simultaneously generate publicity, demonstrate products, answer questions, overcome objections, close sales, meet new prospects, and develop relationships with your existing customers. Exhibitions play a vital role in supporting and enriching industries too, driving innovation, building business communities, and facilitating education and professional learning.

In these challenging economic times, businesses and individuals are increasingly being asked to evaluate and justify every purchasing decision they make. With this in mind, we look at the question of Why Exhibitions? 

1) Exhibitions deliver during recessions: Exhibitions continue to attract high quality audiences and first time attendees during recessionary periods. CEIR Research Report RCSR 21.09 (2009)

2) Exhibitions deliver a demonstrable ROI: Event marketing is the discipline that drives the greatest ROI. EventView 2009: MPR Foundation, Event Marketing Institute and George P Johnson.

3) Exhibitions generate sales leads: Exhibitions are the second most effective means of generating sales leads after companies’ own websites. Outsell Inc. Annual Advertising and Marketing Study 2008.

4) Exhibitions deliver new business: 77% of qualified visitors at exhibitions represent new customers. CEIR Research Report 2008.

5) Exhibitions accelerate the sales process: 66% of sales and marketing managers say that fewer sales calls are needed to close a sale with an exhibition lead because the buyer is able to meet with sales/technical staff at the exhibition, and view the product. CEIR Research Report PE 2.03 2004.

6) Exhibitions provide all-important brand experiences: purchase intent - a customer’s stated interest in buying a product - is on average 34 points higher among attendees who actively interact with a brand at business-to business events compared with those unaware of the brand. Measurement of Engagement in B2B Trade Show Exhibits, 20008: Advertising Research Foundation (ARF).

7) Exhibitions build relationships. Event marketing is the discipline that best accelerates and deepens engagement with target audiences. EventView 2009: MPI Foundation, Event Marketing Institute and George P Johnson.

8) Exhibitions attract buyers and decision makers: Over 80% of exhibition attendees have an influence on purchasing decisions at show and 55% have buying plans as a result of attending.  Exhibit Surveys 2007.

There has never been a more exciting or rewarding time to participate.