According to a wide array of exhibitors, leads developed at exhibitions account for 19 percent of their company's total sales and the bulk of these sales are generated within nine months after the event. The consensus among exhibitors is that improved event marketing techniques have led to an increase in sales volume from exhibitions, even though the number of leads developed from exhibitions is relatively flat.
Interestingly, it is still the norm for marketers to exhibit at an exhibition because they exhibited at the same event the previous year. However, only eight percent of exhibitors indicated that they have not changed their methods of reaching and communicating with attendees over the past 2-3 years. This includes sending attendees customized pre-show mailers and creating a show "presence" beyond the exhibitor booth via sponsorships and other marketing initiatives. New methods that exhibitors have set up to communicate better with attendees include:
Sending customized pre-show mailers
Creating a show "presence" beyond the exhibitor booth Purchasing more booth space
Training booth staff to qualify prospects more efficiently
Inviting attendees to meet company executives in the booth
Staffing the booth with higher level employees
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