How to Increase Your Return on Investment (ROI) at Trade Shows

At the recent Garden Expo/Florist Expo Exhibitor Think Tank held at Landscape Ontario, Robert Adeland, President of Marketing Strategies Solutions, told attendees how their ROI in a trade show could increase substantially. Exhibitors should set objectives that they review regularly during the show.

Also, exhibitors can capitalize on the information below.

Reasons to Exhibit at a Trade Show

83%	attendees have buying influence
35%	are at the show for the first time
81%	come to see new products and new technology
49%	have managerial level or higher
54%	attend no other trade show
68%	of power buyers walk the aisles at closing time
21%	of the exhibitors make a sale in the last ½ hour of the exhibit day

On Average

85%	of attendes have not received a sales call from the company in the past 12 months
76%	arrive at the show having planned their time at the show

Attendees stop at 17 displays and spend 1.5 days at a show

People find out about a Trade Show via

52%	direct mail
31%	attended previously
28%	through a trade publication
24%	word of mouth
22%	invitation
12%	article or editorial

Future Trade Shows

Will account for 24% of total advertising budget

86% say they will keep participating in trade shows

Exhibiting ranked 2nd only to advertising for promoting brand image and visibility

Robert Adeland can be reached at robert@marketingstrategiesandsolutions.com

If you have any comments or questions about Garden Expo, please email pat@landscapeontario.com.