Question

Topic: Advertising/PR

Why Do People Attend Exhibitions?

Posted by Anonymous on 2/12/2004 at 11:24 AM ET 150 Points
Anyone got any data on Exhibitions, in particular, I am interested in why visitors attend them.
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  • Posted by ReadCopy on 2/12/2004 at 2:24 PM Accepted
    Its an interesting question, because, its not really a issue that answered in text books.

    I've done stand management for years, and been disappointed with the lack of information on what makes people attend exhibitions. There is plenty of research on how to attract them to a stand, but drivers for getting them there in the first place is difficult to pinpoint.

    I have some research from "Simmons" who asked decision makers where they got their best purchasing information, 91% said trade shows, 88% articles in publications, 86% friends or business associates, 70% reps, 70% ads in trade publications .. so there is a driver for serious purchasers to attend.

    Some data from Mack Brooks shows that, from a scale of 1 (poor) to 7 (excellent), 86% of their show attendees rated exhibitions as above average for value.

    So I always see my role as ensuring that:
    1. Prospects and Customers know I am attending an exhibition and get a personal invite
    2. They know what we are going to exhibit, and the items are usually things I can demo live, give them something to take away (so I like to offer an exclusive show White Paper, Research or similar).

    That drives them to the exhibition, you can never prepare for the potential attendees that suddenly have something better to do on the day, and do not attend, but if you give them a great reason to be there and seek you out, you will generally get a high attendance.

    There is some resource tips at https://www.aeo.org.uk, and you can get some free booklets from them on all elements of exhibitions, including measuring success.

    Which I guess is the key issue, if you CANNOT prove ROI, do not attend, and never listen to people who say "we need to be seen to attend", you really don't, especially if you contact your customers with a reassurance piece explaining that you will not be there.

  • Posted by Blaine Wilkerson on 2/12/2004 at 6:19 PM Member
    All of the bove are very good answers. Most of the reasons are obvious to us marketers...as far as exposure, advertising, and PR is concerned anyway. It also gives an excellent opportunity to check out the competiton while "browsing".

    I figured you wanted some more statistical based data on exhibitions so.....
    I pulled some exerpts from the site link listed below. I thought it would help to read the pertinent issues right now, then review the whole article later.

    "Nearly 100,000 businesses market themselves at exhibitions every year in the UK...."

    "Why Attend an Exhibition?

    Let us see it this way- people attend exhibitions to see what businesses have to offer. At a majority of exhibitions, particularly the larger events, it has been researched that over 60 per cent of visitors are from middle management or above, of which 90 per cent of these people are in a position to buy. This paragraph alone has just opened a potential door to sales leads but the benefits have only just begun.



    Research further suggests that one-third of visitors are looking for new suppliers. These figures will vary from place-to-place but you can guarantee that potential customers (people just there to browse) will also be visiting and so you may pick up a few sales during the exhibition. You have to appreciate that some of the visitors will be attending for educational purposes such as students and new business starters (looking for advice and tips). You should therefore treat these people with respect as they could form the basis of viral-marketing (word of mouth) for your business: having a prepared fact-sheet with your business/product/service/contact details will always suffice pure window shoppers.



    Your exhibition stand should allow people to see, handle, and experience your product or service: just like a web site, give them something to do when they (the viewer) get there. This type of marketing gives you the benefit of a hands-on response with potential customers and therefore, sales leads. Any further information they seek can be clarified with you in face-to-face communication. How many other forms of marketing allows this - are you seeing the opportunities already?"

    Info in quotes courtesy of https://www.bizhelp24.com/marketing/exhibitions.shtml

    I hope that helps!




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