Why exhibit at a tradeshow, conference or expo? Facts and figures, 2014

Trade show participation should be viewed as a key marketing strategy. Here are six statistics that demonstrate the marketing power of trade shows.


B2B exhibitions were 39.2% of B2B marketing budgets in 2011, the largest amount of any other marketing channel.  That number has held fairly steady over the past several years, demonstrating the resilience of trade shows.   Source:  CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget


About 50% of the largest 200 shows in the USA take place in just 3 cities: Las Vegas, Chicago, and Orlando.  Source: TSNN.com, The Trade Show News Network


99% of marketers said that they found unique value from trade shows, which they did not get from other marketing mediums.  The three most valued aspects of trade shows were: 60% of exhibitors said they value the ability to see lots of prospects and customers at the same time.  51% of exhibitors said they value face-to-face meetings with prospects and customers and 47% said they value the ability to meet with a variety of players face to face, such as customers, suppliers, resellers etc.  Source: CEIR


The #1 reason for attending (not exhibiting) trade shows is to see new products.  92% of trade show attendees say they are looking for new products.  It has been the number one reason to attend for 25 years!  So trade shows are a great place to introduce or feature your newest products.   Source:  CEIR: The Role and Value of Face to Face


81% of trade show attendees have buying authority. Which means more than 4 out of 5 people walking the aisles are potential customers for exhibitors. Source: CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget


83% of exhibitors agreed that “Building, expanding brand awareness” is a high-priority marketing-related objective for trade shows. The next two objectives tied at 63%: “New product promotions, launches” and “Brand awareness reinforcement.” Source: CEIR Changing Environment Study


Tell us, where do you find value in attending a trade show, conference, or expo? Tweet us at @mvpvisuals.

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