Attendees are buyers. According to Exhibit Surveys Inc’s annual Trade Show Trends report [http://www.exhibitoronline.com/exhibitormagazine/apr08/trends.asp], an average of 82% of trade show attendees have the power to make final purchasing decisions.
But they’re not always ready to buy. The good news is that you’re getting access to the people who can make purchasing decisions. The bad news is that only a little more than half plan to buy anything within the next year.
Globalization. Thanks to global business trends, your next trade show might be in Dubai, India, or China.
The soft sell. Many exhibitors go to trade shows with the goal of making connections with influential buyers and following up to land the sale, rather than selling goods and services directly at the show.
More businesses, fewer attendees. While trade show square footage has grown recently, with more companies exhibiting, the amount of attendees has declined slightly.
Attendees in a hurry. Today’s trade show attendees spend less time wandering the booths and looking for something interesting, and more time planning which booths to visit and what information to look for to compare products.
Highly professional staff. 92% of attendees in 2007 described staff at exhibit booths as “excellent” in terms of performance. The competition is setting the bar high in terms of exhibit staff performance.
Trade shows are still an important way to reach buyers—particularly those who have the power to make purchasing decisions. If you’re planning a trade show appearance, it’s important to be aware of the latest trends in trade shows. If you are, your next exhibit is likely to be a success.
