Why Exhibitions Work

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Source

The research on this page is from a major study commissioned by the Exhibition and Event Association of Australia (EEAA)

designex 2007 was a very successful exhibition for Cubus. As a new furniture provider to the hospitality market, we were delighted with the response from architects and designers to our new range of furniture from young Australian designers.
Cubus aims to present a choice in locally designed and manufactured furniture to supplement the large ranges of imported products. designeEX was the perfect vehicle to demonstrate this intention and display the well designed and finely detailed products in the Cubus range.

Neil Gilbert,
General Manager -Cubus.

designEX was a fantastic start to the year for Satelight design. The show gave our lighting studio the opportunity to exhibit a range of new designs within a creative environment. We meet with hundreds of existing and new clients over the three days. The support we received from DMG in the lead up to and during the show was excellent. At the end of the show we were so proud to be awarded an ‘Honourable Mention’ for the design of our stand – Thankyou.

Marnie Ward,
Director - Satelight Design

Excellent combination of the interior designers and building products. Something for everyone. We have exhibited at several shows for a number of years and designEX 2007 was the best we have participated in and generated the most number of quality leads.
Andrew Lewis,
Sales Manager - KONE Elevators

designEX 2007 was a fantastic success for Beacon Lighting. Our stand showcased our latest lighting innovations, energy saving lighting brands and commercial product ranges; and helped to position our well known retail brand into the commercial, architectural and building sectors. Being a first time exhibitor at the show, we were amazed by amount of high quality leads generated, and have already signed up for next years show in Sydney.

Prue Robinson,

National Marketing Manager - Beacon Lighting

The entire architecture, building, construction and design communities come together for three days of the year, offering you strong sales and marketing opportunities in a specialised exhibition environment.

Fact
83% of all visitors to a trade show have the authority to purchase or are a decisive influence in the purchasing decision of the company

Statistic
More than 72% of trade show visitors intend to make a purchase either immediately or in the near future.

Fact
Visitors use trade shows to review products and services and make purchases. 71% of visitors spend a half-day or more at a trade show.

Statistic
23% of visitors spend multiple days at a trade show.

	6% Every Day
	17% More than 1 Day
	21% All Day
	27% Half Day
	29% 1-2 hours

Fact
89% of the respondents who had traveled from overseas or another state did so specifically to attend the show.

Statistic
21% of trade show visitors attend exhibitions as part of their company policy. 29% of trade show visitors travel interstate or overseas to attend shows.

Fact
54% of visitors come specifically to see new products and services.

Statistic
More than 46% of people planning to visit a trade show made the decision to attend more than 2 weeks before the show.

Fact
The top 4 reasons for attending trade shows are:

1. 54% to keep up to date with available products & services.
2. 48% for information
3. 40% to keep up to date with technology
4. 15% to make business contacts.

TRADE SHOWS ARE GOOD VALUE
Fact
Of exhibiting companies surveyed, the average expenditure on exhibitions was 9% of the marketing budget. However 23% of their business is attributed to exhibitions.

Exhibitions bring your most active prospects and customers to you.

Exhibitions allow you to demonstrate products, answer questions, overcome objections and meet your market face-to-face

At an exhibition you can harness all five senses to drive home your messages

Further virtually all of your marketing goals at the same time

long-term brand building
immediate sales
research the market
generate media coverage
launch new product
entertain loyal customers
collect high quality leads
educate prospects

Make appointments in advance and plan activities such as dinners, etc. outside of show hours to maximise the benefit of out of town attendees.
Plan regular demonstrations, competitions or activities that will entertain and motivate visitors.
Display and highlight new releases and design the stand around the products/services rather than trying to fit products into a design
Have detailed information on how to obtain your product or services nationwide.
Take time to select the right exhibition team and train them on the goals you have for the show. It is critical that your staff create a welcome atmosphere - not clustering with friends and other staff - nobody will approach a group of strangers - it is too intimidating.
Don't ignore visitors -if staff are too busy when someone approaches, they should try to acknowledge them or try to include them in the conversation. If conversing with other staff they should break it off immediately. Rehearse qualifying lines for the staff to ensure the database you collect is strong and relevant.
Link existing advertising with your participation in the show. Announce your involvement in the show by including a brief message and your stand number on your fax header sheet, and mailouts. Promote incentives in all advance publicity and promotional materials and make prospects come to your stand for fulfillment.