By now you know that I am a research junkie – I love research!! That is one of the reason I hang around the Center for Exhibition Industry Research (CEIR). This week they published a new report,The Cost Effectiveness of Exhibition Participation: Part 1. It is Report SM 37 and you can find it at www.ceir.org
Let me quote a portion of the findings:
Among other findings of the survey, it was determined that in order to make an initial face-to-face visit with a potential customer, companies can expect to incur the following costs:
An Exhibition Lead - $215
Without an Exhibition Lead – $1,039
Meeting a prospective customer at an exhibition versus the field saves an organization $824!
These are impressive numbers. I would challenge you to look at them closely and see how effective it can be to participate in an upcoming trade show.
A few blog posts ago, I had related that another finding from a recession report CEIR produced stated that key buyers are attending trade shows in this recession.
If you are prepared, trade shows can be a valuable, cost effective marketing function to fill your sales pipeline full of leads.
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