Is A Trade Show Worth It?

In today's competitive landscape, companies across all industries grapple with the decision of whether trade shows are a worthwhile investment. The question often centers on the energy, money, time, and meticulous planning required. However, the results often speak for themselves, offering a clear picture of the value trade shows can bring.

 

 

• Research indicates that the business-to-business trade show market in the United States was valued at an impressive $10.2 billion in 2022 (Statista). With such a substantial market size, it's no surprise that 95% of marketers believe that in-person events are crucial for achieving business goals.

• One of the most compelling reasons to participate in trade shows is the opportunity to tap into a new customer base. A striking 64% of trade show attendees are not current customers of the businesses on display. This presents an invaluable chance for companies to target a fresh audience. Additionally, 82% of attendees possess buying authority, and 77% of executive attendees specifically use trade shows to find new suppliers.

• Trade shows also play a significant role in influencing purchasing decisions. 79% of attendees believe that these events help them decide what to buy, and 49% make at least one purchase at the show. Furthermore, 74% of attendees are likely to buy a product they found exciting at a trade show. Notably, 56% of visitors are willing to travel over 400 miles to attend, underscoring the importance and draw of these events.

• The benefits for businesses are clear. In 2022, 70% of companies generated new leads and increased brand awareness through trade shows. Moreover, attendees are likely to share their experiences about specific booths with an average of six people, amplifying the reach and impact of the event.

The statistics strongly suggest that trade shows offer a powerful platform for companies to expand their business, achieve their goals, and connect with new customers. By providing the foundation to build new relationships and cultivate a loyal following, trade shows prove to be a worthy investment.

 

 

Statistics of Trade Show Attendees

Before COVID-19 (2019)

Market Cap Size: Approximately $15.55 billion
Average Number of Shows Nationally (U.S.): 28.6 shows

During COVID-19 (2020-2021)

Market Cap Size: Approximately $6.59 billion
Average Number of Shows Nationally (U.S.): 8.2 shows

Post COVID-19 (2022-2023)

Market Cap Size (2022): $10.19 billion, with the year still ongoing
Average Number of Shows Expected (2022): 21.3 shows

 

Largest Trade Show Convention Centers in the US