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More Proof Trade Shows Work! Are They Working For You?

By Joyce McKee | February 6, 2008

This week the Advertising Research Foundation has release a significant research report this week.

I have highlighted a couple of paragraphs from Brandweek, their online magazine. Please see the full release at http://www.brandweek.com/bw/index.jsp

Study: Purchase Intent Grows With Each Event
January 28, 2008

By Kenneth Hein

Getting up close and personal isn’t just for politicians. A new survey shows in-person events can boost purchase intent as high as 52%.

That’s especially true for business-to-business events. The purchase intent among consumers who interacted with a brand at such events rose 34%. Of the 2,000 consumers polled who attended trade shows in the spring or summer, 20% said they would have bought the brands who were exhibiting regardless of their attendance at the show.

However, purchase intent rose to 54% when customers interacted with the 14 different brands studied. This included Cisco, Dell and Microsoft which were measured across four different events. The shows ranged in size from the Consumer Electronics Show to regional events. Gallup & Robinson and Exhibit Surveys conducted the study online.

These research results will be discussed in many marketing departments around the country.

We have verifiable proof that experiential marketing works!

Now the question that should be asked and answered in these marketing departments – how do we truly engage our customer and prospects so that a meaningful conversation can lead to a purchase?

This blog would like to highlight success stories how the face-to-face activity has change the landscape of your marketing activities. You are welcome to share your own stories with us.

I know from personal experience and client activities that these events shorten the sales cycle, add more dollars to the purchase, help fill the sales pipeline full of leads, etc.

Years ago I conducted research on the incremental impact of an event on the sales cycle – meaning, if it had not been for this event, certain dollars would have been lost.

This client was able to show substantial figures for their activity.

I am an advocate for smart marketing and using events when they are well planned and executed!

Until next time…

Joyce McKee

Topics: Trade Show News |

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