WHAT IS THE VALUE IN EXHIBITING AT A TRADE SHOW OR OTHER EVENT?
Trade shows serve as vital marketplaces for buyers and sellers. They are showplaces for introducing new products, transacting business, shopping, and research, all in one location for greatest efficiency. Participating in trade events is vital to conducting business and maintaining a visual presence in an industry. Trade show attendees today are serious shoppers with sophisticated visiting strategies. Up to 60 percent of trade show attendees are part of a buying team. In some cases, a prospective customer will send a buying team to visit exhibits and then hold a caucus on the spot to assess which exhibits will be revisited.”New Trends Tip Sheet” by Incomm Research. www.tradeshowresearch.com/tips.htm Buyers might have a strategy of approaching booths three times during the show — first to take a quick look and evaluate displays; second, to assess how the product can fit their needs; and finally, to create an agreement that will set the action plan into motion after the show.
