Sanofi - Exhibition Stand, Dec 2009
Over time, trade shows have become a leading way to conduct business-to-business marketing with higher numbers of businesses attending shows each year. Offering a venue unlike no other, trade shows cater to the needs of many business owners. However, for a sales campaign to be effective and profitable at a trade show, you must first have a fail proof marketing strategy.
Know the Numbers
According to the Center for Exhibition Industry Research (CEIR),
• 88% of attendees have not been seen by a member of your company’s sales staff in the preceding 12 months;
• 7 out of 10 attendees plan to buy one or more products;
• 76% asked for quotes and 26% signed purchase orders (average all shows);
• 72% of show visitors say the show influenced their buying decision;
• 87% of attendees will share some of the information obtained at an exhibition;
• 64% of attendees tell at least 6 other people about the event;
• 58% attend only the show in which you are exhibiting;
• 40% are first-time attendees; and
• It costs 22% less to contact a potential buyer at a show than it does through traditional field sales calls. Continue Reading.
When exhibiting at a trade show you need to consider a plan on to set up your area, what promotional items you’ll pass out, and the overall presentation and image that you’ll be promoting. You can put all of these together in a single theme, so that everyone remembers your 
There are often thousands of attendees at a trade show or exhibition. How do you know who the serious buyers are? Well, hopefully you’ve done a bit of homework before you’ve arrived at the show. Firstly, you would have chosen a show which best caters to your specific industry so much of the work of weeding disinterested parties has already been done by the show’s organizers. Secondly, you will have sent out invitations, contacted people you know who will be going to the show, arranged times to meet with potential customers and made sure everyone you want to speak to knows where you are in the hall. 
