Marketers to Seek More Data from Trade Shows, Events

Trade shows are highly anticipated events for both marketers and attendees.  These gatherings offer an opportunity for enterprises and industry professionals tradeshowto strengthen personal relationships which should lead to sales increases. In the era of Big Data and the focus on ROI, marketing gurus are saying that more can be done to measure and improve the outcomes of trade shows as lead generation machines.

The findings from the newly released Customer Attainment from Event Engagement report indicate that trade shows remain a top marketing channel for businesses. But, unless the trade show operators help marketers capture valuable information, some enterprises may begin to shift marketing budgets into competing formats like email and search. Surveyed marketers say they hope to get metrics on the following with respect to their trade show investments:

  • New referrals and introductions 71%
  • Quality/​quantity of leads 66%
  • Deal closure 52%
  • Value of sales 51%
  • Cross-​selling opportunities 38%

Research shows that about 50% of trade show attendees do make a purchase within 1 year of the event. This is good news for trade show outcomes but marketers also say that  other formats like search and email are 44% effective for branding and demand generation. This is very competitive with the 45% ranking they give trade shows.

In one piece of positive news for gatherings, marketers say that holding local events is a good way for national brands to connect with local consumers. Going forward, more marketers will define up front what they hope to get out of trade shows. They’ll also speak at more of these events and intensify their post-​event data collection efforts.

To learn more about Professional Trade Association Members, check out the Audience Interests & Intent Report available on the Research Store at Ad​-ology​.com.

[Source: Trade Shows Days Could Be Numbered. CMO​.com. 26 Apr. 2013. Web. 29 Apr. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.