U.S. Trade Show Marketing - Statistics & Facts

U.S. Trade Show Marketing - Statistics & Facts

Statistics and facts about Trade Show Marketing in the United States

Trade shows remain among the most valued and used business-to-business marketing strategies in the United States, receiving the greatest share of the B2B marketing budget and consistently ranking highly in effectiveness.

Face-to-face interaction is at the core of trade show marketing success, with exhibitors and trade show attendees alike finding face-to-face encounters important in reaching prospective customers or potential vendors, and in positioning their brand. Strategic outsourcing of meeting-related services often supports effective trade show marketing.

Likewise, exhibition audience quality remains high—almost half of all trade show attendees report having final buying say at their organizations—and exhibitors have increasing success attracting their potential audience.

Though trade show industry revenue growth has been affected by the U.S. economic slowdown, and visitors show a decreased willingness to buy exhibited products, trade shows remain important to marketers and marketer confidence remains high.

Photo: sxc.hu / Gastonmag

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