The Ultimate List of Event and Tradeshow Statistics

Tradeshow and corporate events offer a wide range of benefits for organizations. Sales teams can connect with clients and prospects to create real relationships. Your company can use panels and informational sessions to establish itself as a thought leader. Additionally, you can better explain the benefits of your products at a fraction of the cost. Consider the following stats and trends related to tradeshows and events:

 

The Value of In-Person Connections

  • 95 percent of marketers consider tradeshows and events a valuable tool to form personal connections with clients and prospects in today’s digital landscape and 85 percent cite that this helps them build better business relationships.
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  • 84 percent of survey respondents agree that they have a better opinion on a brand, company, or product after an event.
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  • 84 percent of survey respondents say that would rather meet others in-person when conducting meetings.
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  • It’s cheaper to meet clients at a show than at their offices. On average, companies spend $142 per client at a show compared to $259 per client when visiting them in person
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  • 43 percent of marketers believe that in-person connections will become increasingly valuable in the future.
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  • 75 percent of attendees note the importance of networking when partaking in events.
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  • 73 percent of B2B organizations say that events are better than other channels in increasing client engagement
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  • About 90 percent of people cite small meetings as their preferred method of communication.
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  • In-person meetings are better at moving prospects down the funnel with on average 40 percent converting afterward.
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  • Over 90 percent of senior level managers believe that meeting face to face is a vital component in closing a sale.
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  • Almost 100 percent (96 percent) of those who own small businesses see a positive return on investment when attending in-person meetings.
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Buying Power

  • Almost 50 percent of tradeshow attendees are looking to make a purchase.
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  • About half (51 percent) will ask a salesperson to make a presentation at their company after an exhibition.
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  • 82 percent of attendees have the power to make a purchase with almost 1 out of 2 attendees being a member of the executive team or upper management
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  • 65 percent of survey respondents agree that tradeshows and events can help them understand a product or a company’s offerings.
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Tradeshow Exhibit Space

Tradeshow & Event Travel

  • Over half (56 percent) of attendees have gone over 400 miles to partake in the show.
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  • 82 percent of those surveyed cite that location plays an important role in their attendance.
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  • For every dollar a company invests in business travel, companies can expect to see $12.50 on average in return.
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Marketer’s Views on Exhibiting

  • 52 percent of marketers believe tradeshows and events to be the most effective marketing strategy.
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  • 84 percent of executives consider tradeshows to be a driving force in their success.
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  • About 55 percent of B2B marketers are making a considerable investment in events and tradeshows, accounting for 21 percent of their budget.
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  • 54 percent of organizations are planning more events this year.
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  • 38 percent of event marketers anticipate their budget increasing in the coming year.
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  • About 65 percent of companies that exhibit do so to meet their current clients.
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  • Companies spend about $24 billion on exhibiting at tradeshows.
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  • About 8 out of 10 event planners think meetings are a great way to accomplish their business goals.
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Event Planning

  • About 20 percent of planners thought planning the event budget was the most difficult aspect to their role.
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  • About 40 percent of organizers said that creating the agenda and content surrounding the event was the most time-consuming aspect of their jobs.
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  • There were over 5,200 events & meetings every day on average in 2016.
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Event Promotion

  • 89 percent of survey respondents use social media channels to engage with followers prior to an event.
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  • The most popular social media platform is Facebook (88 percent) and according to 52 percent of event planners, this is the best social channel to promote events.
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  • 1 out of 4 ticket sales or registrations are coming from social channels.
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  • Most of an event marketer’s budget is allocated to marketing and promotion (43 percent) and 41 percent of marketers anticipate this budget growing.
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  • 56 percent of event marketers find that reaching out to new attendees is the most challenging aspect of their job.
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  • There are numerous ways to promote an event. Consider the following strategies:
    • 63 percent of marketers agree that referrals or word-of-mouth marketing is the most effective strategy when promoting an event.
    • 49 percent of marketers rely primarily on social to drive traffic to their event.
    • 38 percent of marketers cite email marketing as the best way to promote an event.
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Event Engagement

  • 19 percent of event organizers are utilizing second screens during presentations – Users can watch the presentation from their smartphone or tablet.
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  • 37 percent of organizers noted that networking and messaging were the best ways to keep attendees engaged.
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Event Follow-Up

  • 68 percent of B2B marketers say that events are the leading cause of lead generation for their organization. 73 percent agree that case studies are what turn these leads into customers.
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  • Many marketers could improve their follow-up with attendees. Only 36 percent of marketers are monitoring their social profiles for feedback during or after an event.
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  • 69 percent of organizations are using digital channels to collect feedback from attendees. However, 10 percent do not have a process in place to collect feedback.
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  • On average, between 5 – 20 percent of tradeshow prospects eventually become clients, so it is important to follow up.
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Final Thoughts

Marketing is changing with the emergence of digital channels and new platforms for users to engage on. However, the trends show that the value of events and in-person meetings is growing despite emerging technologies. In a more connected world, it is more important than ever to foster these connections to deepen relationships between your clients and your business.