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 show is a traditional marketing strategy used by companies to showcase their latest products and network with other companies, clients, and potential partners in the industry. In marketing events such as a trade show, many companies aim to increase/create brand awareness and drive sales. Enhance product knowledge, create customer involvement and launch new products are also common marketing goals and strategies American marketers aim to achieve with these events. In the U.S., trade show still remains one of the most profitable business-to-business (B2B) media strategy, as trade shows generated more than 12.6 billion U.S. dollars in revenue in 2015. Nearly half of the revenue from events and trade shows in the U.S. was generated by registration that year.

Companies are likely to participate in trade shows either as exhibitors or visitors. The number of exhibitors varies; during a survey, about 30 percent of respondents stated the largest trade shows in the U.S. had fewer than 50 exhibitors at the event, while 24 percent said the largest events had from 100 to 249 exhibitors. A vast majority of exhibitors have a positive attitude towards trade show program results. About 68 percent of them were confident that their trade show program is going to achieved better results in 2016 than it did in 2015, and about 17 percent of them stated being extremely confident. This confidence in trade show results is also shown on companies’ trade show budgets. About 44 percent of respondents reported a plan to maintain the budget from 2015 to 2016, and 28 percent reported a plan to increase it. About half of the exhibitors in the U.S. surveyed measure the ROI of their exhibit by comparing sales revenue or potential sales revenue to the cost of exhibiting in a trade show.

Sales potential of trade shows are rather high, considering about 82 percent of trade show visitors are directly involved in making purchase decisions, and trade show attendees have stated these events have a considerable impact on their purchase decision. In 2015, just over 50 percent of trade show visitors in the U.S. said they were planning to buy exhibited products or services within 12 months of attending the trade show, a slightly increase from the previous years. About 80 percent of visitors decided to purchase the product/service because they sampled, used or saw a demonstration of the product/service and liked it, while 57 percent stated the better understanding of the product gained during the event was the most influential factor.

Photo: sxc.hu / Gastonmag

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Facts on trade show marketing in the United States
Industry overviewValuesStatistic
Trade show revenue in the U.S. in 201512.65bn USD Details →
Growth of exhibition industry revenue in the U.S. in Q4 2016-0.4% Details →
State with the largest amount of exhibition space in the U.S. in 2016Nevada Details →
Largest trade show by area in the U.S. in 2015 CES Details →
Share of U.S. SMEs exhibiting at trade shows in the U.S. in 201626% Details →
Share of marketers planning to participate in trade shows held outside of the U.S. between 2014 and 201666.6% Details →
Average number of international trade shows U.S. marketers were planning to attend in 20165.2 Details →
Budget & ROIValuesStatistic
Share of U.S. companies increasing their trade show budget in 201628% Details →
Share of marketing budget allocated of trade shows among U.S. exhibitors 201441.3% Details →
Leading way of measuring trade show ROI in the U.S. 2015Sales revenue to cost of exhibiting Details →
Strategies & effectivenessValuesStatistic
Leading event marketing goal in the U.S. in 2015Increase/create brand awareness Details →
Share of Fortune 500 marketers who reported that their event marketing generated 5:1 ROI14% Details →
Share of U.S. small businesses which relied on trade shows to grow business3% Details →
Share of trade show visitors planning to buy exhibited products or services in the U.S. in 201551% Details →
Average time trade show visitors spent viewing exhibits in the U.S. in 20159.5 hours Details →
Share of trade show visitors attending that trade show for the first time in the U.S. in 201539% Details →

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