The document summarizes the results of a tradeshow survey conducted in 2011. Some key findings include: - 29% of respondents were from the manufacturing industry and 26% from B2B. - The primary responsibility of most (58%) was sales. - Respondents typically attended 1-3 tradeshows annually with 1-3 people. - 56% felt attendance was down from prior years. - 78% said the primary reason for attending was to generate leads.

1. Attraction Marketing:
Show Up In Style
Tradeshow Survey 2011
Results Summary
© 2011 Stevens & Tate Marketing Confidential

2. Executive Summary
• Manufacturing Industry participants made up 29% of the surveys completed.
• B2B Industry made up 26% of the surveys completed.
• The core responsibility of most of the participants is Sales (58%).
• Participants typically attended 1-3 trade shows with 1-3 people from their
organization in the last year.
• When comparing trade shows this year to prior years, most people (56%)
think that attendance is down and some (34%) do not believe that more
decision makers are attending the shows.
• A majority of participants (78%) said that generating leads was the number
one reason they attend trade shows and most (38%) of them said trade shows
are very successful or successful at generating qualified leads.
• Overall, professionals participated from many areas and industries including:
B2B, Consumer Goods, Food Retail, Healthcare, Manufacturing, Packaging,
Senior Services and Travel.

3. What is your core responsibility in your organization?
✦ The majority of people surveyed said
that their core responsibility is Sales.
✦ The surveyors who selected “other” Sales 58.8%
have responsibilities such as Customer Advertising 26.5%
Service, CFO, Marketing Assistant,
Innovation 11.8%
Market Research, Branding Manager
and Marketing Manager. Technology 2.9%
President 11.8%
Owner 5.9%
Purchaser 2.9%
Meeting Planner 20.6%
Other 23.5%
Stevens & Tate Marketing: Tradeshow Survey 2011

4. How many trade shows have you attended
in the past 12 months?
✦ Most of the surveyors have attended
1-3 trade shows in the past year.
✦ 50% of the Manufacturing industry
1–3 61.8%
participants state that they have
attended 1-3 trade shows in the past
12 months. 4-6 23.5%
7-10 8.8%
Over 10 5.9%
Stevens & Tate Marketing: Tradeshow Survey 2011

5. How many people from your organization
attend trade shows each year?
✦ Almost half of the people surveyed
said that 1-3 people from their
organization attend trade shows each
year. 1-3 47.1%
✦ About 33% of the B2B industry
participants said that over 10 people 4-6 14.7%
from their organization attend trade
shows every year.
7-10 8.8%
Over 10 29.4%
Stevens & Tate Marketing: Tradeshow Survey 2011

6. Based on your observation from trade shows you’ve attended this
year, how would you rate attendance from prior years?
✦ More than half of the people surveyed
said that they think attendance is down
from prior years.
✦ 60% of the Manufacturing industry Up
Same
participants said that attendance is 21%
down compared to prior years. 24%
Down
56%
Stevens & Tate Marketing: Tradeshow Survey 2011

7. What are your reasons to attend a trade show?
✦ The number one reason that people
attend trade shows is to generate
leads.
Purchasing decisions 12.1%
✦ 80% of the participants in the
Manufacturing industry state their
Showcase my company 66.7%
reason for attending is to showcase
their company.
Generate leads 78.8%
Learn new ideas 66.7%
Reconnect with others 57.6%
I am a speaker 6.1%
Stevens & Tate Marketing: Tradeshow Survey 2011

8. What is the #1 way you connect with people at trade shows?
✦ The number one way that participants
connect with other people at trade
shows is by “walking the floor.”
Work the booth(s) 57.6%
✦ People who selected “other” use
trade shows for pre-show promotions, Preschedule meetings 45.5%
invitations and to provide health
screenings to connect with people.
Walk the floor 66.7%
Attend networking functions 27.3%
seminars 6.1%
Other 6.1%
Stevens & Tate Marketing: Tradeshow Survey 2011

9. When traveling for a trade show, how do you spend your
downtime after the main show hours?
✦ Most people spend their downtime
attending networking functions after
the main show hours.
✦ Those who selected “other” said Catch up on work and email 24.2%
that they return home or host
dinners. Attend networking functions 42.4%
Host an after show function 15.2%
Go back to hotel and sleep 3%
Other 15.2%
Stevens & Tate Marketing: Tradeshow Survey 2011

10. If you are responsible for making purchasing decisions,
do you attend a trade show looking to buy?
✦ Only 7% always attend a trade show
looking to buy.
Yes, Always
✦ 10% never attend a trade show
7%
looking to buy.
Yes, Sometimes
29%
Not Applicable
55%
No, Never
10%
Stevens & Tate Marketing: Tradeshow Survey 2011

11. How successful have trade shows been
for generating qualified leads?
✦ 38% think that trade shows are either
very successful or successful for
generating qualified leads. 6% 3%
19%
✦ Only 9% think that trade shows are
unsuccessful or very unsuccessful at
generating qualified leads.
19%
53%
Stevens & Tate Marketing: Tradeshow Survey 2011
Very Successful
Successful
Moderate
Unsuccessful
Very Unsuccessful

12. Do you feel more decision makers are attending
trade shows this year over prior years?
✦ Most people are unsure if more
decision makers are attending trade
shows this year compared to prior
years.
Yes
✦ The majority of B2B industry 25%
participants said yes, they feel more Not Sure
decision makers are attending trade
41%
shows this year.
No
34%
Stevens & Tate Marketing: Tradeshow Survey 2011

13. What industry do you consider your company to be a part of?
✦ The majority of people are a part of Stevens & Tate Marketing: Tradeshow Survey 2011
the Manufacturing Industry.
29.4%
✦ The participants who selected “other”
26.5%
are a part of Religious, Government,
or Marketing Industries. 20.6%
17.6%
11.8%
8.8% 8.8%
5.9% 5.9%
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14. Methodology
• We surveyed professionals across a broad array of areas and industries,
including B2B, Consumer Goods, Food Retail, Healthcare, Manufacturing,
Packaging, Senior Services and Travel.
• The survey consisted of 14 short questions that were a combination of
multiple choice and short answer.
• We administered the survey through two email blasts. The first email was
sent to 2,353 contacts and the second was sent to 2,000 contacts.
• We also provided the survey link through LinkedIn, Twitter, and Facebook.
• The survey was posted in 3 LinkedIn Groups: Packaging That Sells, HSMAI
and Pack Expo.
• With most questions surveyors were allowed to give more than one answer.
• We ran the survey for 3 weeks before compiling the results.