What is the value of trade show marketing? Well, trade shows are a big expense. An expense of time, of staff and an expense of effort. Is that expense worth the value you derive from it? It is if you market yourself and make that trade show work for you.
Trade shows work, that’s a fact. If they didn’t businesses wouldn’t go to them or spend the money to have booths. But if you don’t pay attention to the possibilities and then market yourself accordingly, you will be throwing good money after bad. So here are some numbers: Per trade show events.com, an estimated 110 million people attend more than 4,000 shows in the United States and Canada every year. Now, how many people do you see in a normal day? A few, maybe 20 during the holidays? The potential is enormous at trade shows.
So let’s say an average show has 10,000 people attending. In 10 hours you could see 1,000 people! Realistically you won’t talk with all of them, but even if you only talk to 25 or 50, that is a whole lot more than you would in a day elsewhere. Here’s a bit more to consider with those numbers. 86% of your visitors will be new contacts; 77% of visitors will remember your company for up to 10 weeks. Want some cost numbers? Try these on for size: 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. Of course these numbers will differ depending on your type of business, but it’s about a 40% difference.
The way to ensure that you make those kinds of numbers, you need to market your booth and business. Make sure to staff it well, have good giveaways and get the word out to your mailing lists early and often. The better you do to make your booth the best booth at the show, the better the value will be to you.