Friday, June 23, 2006

Trade Show Trends... Are the numbers significant?

These days we are inundated with numbers and percentages pertaining to every facet of our lives, so it would figure there are hard numbers out there for trade show events. Anyone who cares to decipher their meaning is more than welcome to take a peak.
Upon first blush my response was, "hmmm not really that interesting". But, after taking a more tactical view there were some nuggets to be garnered.
We all know trade shows work for those who invest the necessary time and money into their booth. When done properly that booth will convey the image and brand desired by the vendor in order to lure new customers. If not, we wouldn't enter the numbers of trade show displays we do per annum.
Based on that assumption, do we really feel it necessary to know that in 2005, 84% of attendees exhibited Net Buying Influences- percentage of attendees with buying power (final say, specify, recommend) for one or more products exhibited) or that the Traffic Density- number of attendees occupying every 100 square feet of exhibit space was 2.3? NO!
But, knowing the Average Hours- amount of time an average attendee spends visiting all exhibits 7.8 hours was worth remembering. Further, you might know the percentage of those attending and their buying plans was 53%. That piece of information is good to know from an exhibitor stand point knowing you have a better than 1 in 2 chance of closing an attendee each time they come into your booth. The goal based on that number should be to increase that closing percentage!
It should be noted that 53% is pretty high given its still a passive atmosphere where the customer has to make the first move in most instances. Now, that can be manipulated via contests, promotional items, giveaways, or shoe models on premesis but most booths don't go those routes because of the money issue.
Finally, just remember when looking at the breakdowns for the past few years, they're just numbers and you can manipulate the crowds with a little bit of forethought and originality to generate the outcome desired.

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