This infographic outlines the latest trade show data, outling what exhibitors are really thinking about trade shows in 2017.

1. What Exhibitors are Really Thinking
Trade Show Trends
QUALITY BEATS QUANTITY WHEN IT
COMES TO ATTENDEES
What are the most successful methods for attracting attendees to your stand?
GIVE ATTENDEES A REASON TO VISIT
Competitions
Giveaways
Social Media
Exclusive Offers
Games
Eye-catching Stand
Other
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Expert Tip: Having an eye-catching
stand is an integral part of your
in-show marketing, especially when
coupled with a giveaway, exclusive
competition or show offer.
EXHIBITORS ARE FEELING POSITIVE
Expert Tip: Trade shows should be a part
of your marketing mix: make sure you
choose the right show by attending before
you commit.
What are your predictions for the future
of trade shows?
Positive
Negative
75%
25%
TRADE SHOW STANDS NEED TO BE COSTED
What is your average spend on trade
show displays per year?
<£100
£100-500
£500-£2000
£2000-£5000
£5000+
Expert Tip: For regular exhibitors a modular
display is a budget-friendly option – as these
can be reconfigured to fit different exhibiting
spaces without the need to buy a new stand
every time.
9%
21%
43%
10%
17%
When do you start planning your trade
show marketing?
BE PREPARED
Expert Tip: It is worth preparing 2-4
months before the show if you require
a portable display stand and 6-12
months if you require a custom-built
stand or large-scale exhibition stand.1-2 weeks before show 2-4 weeks before show
6-12 months before show
1-2 months before show 2-4 months before show
4-6 months before show
3%
10%
28%
22%
18%
19%
TRADE SHOWS DON’T NEED TO BREAK
THE BANK
What percentage of your marketing budget do
you allocate to exhibitions?
>5%
5-10%
10-20%
20-40%
<40 %
Expert Tip: Minimizing expenses
for travel and accommodation by
booking everything well in
advance will help reduce the
budget required.
28%
36%
23%
10%
3%
23%
34%
31%
19%
11%
48%
12%
COST IS A CAUSE FOR CONCERN
What are your biggest problems when exhibiting at trade shows?
High price
OtherTrade show
display cost
Trade show
display assembly
Following up leads
Time away from officeLogisitical difficultiesDifficult to measure ROI
(return-on-investment)
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Expert Tip: A poorly planned show
can end up costing far more than
anticipated, so budgeting for every
part of the process is vital.
63%
54%
24%
38%
12%
7%
20%
4%
TRADE SHOWS AREN’T ALL ABOUT THE
SHORT TERM
What, in your opinion, is the biggest advantage of exhibiting at trade shows?
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Meet potential customers
OtherGenerate publicityBuild brand awarenessIncrease regional business
Spy on the competitionSource new suppliersMeet existing customers
Expert Tip: Making a big splash at a trade show isn’t
just about meeting new customers, consider an
offer for existing customers who visit you at the
show to build up your brand in the long-term.
83%
44%
28% 26% 28%
63%
26%
4%
VARY YOUR FOLLOW-UP
How do you follow up your trade show leads?
Other
Phone Call
Email
Direct Mail
Social Media
Face-to-face meeting
Don’t follow up leads
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Expert Tip: By using various
methods to follow up your
leads you will be more likely
to get a response.
68%
81%
25% 27%
42%
1% 6%
What are the most important factors for you when choosing to exhibit at a trade show?
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Cost
Location (Geographical)
Venue
Quality of attendees
Number of attendees
Industry
Other
Expert Tip: Create a profile
of your ideal customer and
design a pitch to appeal
specifically to them.
53%
38%
18% 23%
40%
4%
64%
TRADE SHOWS ALSO BENEFIT
STAFF MEMBERS
What is the main benefit trade shows have for your staff?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Time away from the office
Staff bonding
Sales skills
Product knowledge
Company loyalty
Other
Expert Tip: Take enough staff to
the show so your team
members can attend the event
talks and seminars.
11%
21%
46%
57%
38%
15%
www.displaywizard.co.uk
This survey was carried out in April - May 2017 and included 100 marketing/sales professionals who regularly exhibit at trade shows.