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16 Powerful Stats On The Value of Trade Shows

Writer's picture: Alison FrenchAlison French

When it comes to marketing strategies that truly deliver, trade shows have stood the test of time. Whether you’re trying to justify an investment in trade show participation or looking for data to guide your marketing strategy, these powerful statistics will help you see why trade shows remain a valuable tool for brands.


We’ve gathered insights from recent studies and expert sources to give you a fresh perspective on how trade shows can elevate your brand’s reach, generate leads, and build long-lasting relationships with your target audience. Let’s dive in!


1. Trade Shows Dominate B2B Marketing Budgets

In recent years, trade shows have consistently taken up a substantial portion of B2B marketing budgets, making up around 40% of total spend. This solidifies their role as a key marketing channel that offers unique benefits compared to digital advertising and other strategies.


2. Face-to-Face Interactions Seal the Deal

82% of trade show attendees have purchasing authority, which means the majority of people walking the floor are decision-makers. Exhibitors are meeting potential customers face-to-face, making trade shows an unmatched environment for closing deals and fostering real business connections.


3. Attendees Travel Far and Wide

A typical trade show attracts attendees from across the country, with 56% of them traveling over 400 miles to be there. This means you’re not just reaching a local audience—you’re getting in front of a diverse, national crowd ready to engage with your brand.


4. Unrivaled Value for Marketers

52% of business leaders believe that trade shows and events provide the greatest ROI compared to other marketing channels. Whether it’s the ability to interact with multiple prospects at once, hold face-to-face meetings, or showcase products to a targeted audience, trade shows offer a level of personal interaction and brand visibility that’s hard to replicate online.


5. Goals: Brand Awareness, Leads, and Relationships

For most exhibitors, the top priorities are clear: brand awareness, lead generation, and relationship building. Trade shows help increase brand recognition by 76%, and converting a trade show lead is 38% less expensive than relying on sales calls alone. Additionally, 74% of trade show attendees agree that engaging with exhibitors increases their likelihood of becoming customers. It's hard to deny that trade shows provide the perfect platform to meet these goals—helping companies build connections that can transform into long-term business opportunities.


6. Quality Time with Attendees

On average, attendees spend over 5.5 hours exploring trade show booths, giving your team plenty of time to engage, educate, and close deals with potential leads. This high level of interaction is a huge advantage over traditional marketing channels.


7. Big Shows, Bigger Opportunities

Did you know that over 50% of the largest U.S. trade shows take place in just three cities: Las Vegas, Orlando, and Chicago? These hubs are home to massive events that draw in thousands of attendees, offering a goldmine of potential connections for exhibitors.


8. Drayage Costs Continue to Rise

While drayage (the cost of transporting exhibits) has increased significantly—nearly 500% since the 1980s—innovations like lightweight, modular exhibit systems are helping exhibitors control costs. These solutions have kept trade shows affordable for companies by reducing expenses related to shipping, setup, and storage. Even with these inflated costs, companies can see a 4:1 ROI for their trade show expenditures.


9. Exhibitors Focus on Quality Over Quantity

When it comes to objectives, 72% of exhibitors attend trade shows to generate new leads, while 64% of exhibitors prioritize attracting high-quality attendees. With trade shows being the second most effective marketing tactic for lead generation (after company websites) and 93% of trade show attendees considering trade shows essential to their buying process, when a solid ICP (Ideal Customer Profile) is created and utilized properly, you can expect to meet the ROI ratio listed above. All of this makes one thing clear—it’s about meeting the right people, not just the most people.


10. The Power of New Connections

Roughly 64% of trade show attendees represent new prospects for exhibiting companies. This makes trade shows an invaluable way to meet potential customers you might not have otherwise encountered through digital or traditional marketing efforts.


11. Limited Time, Unique Audience

45% of trade show attendees only attend one exhibition per year, meaning your presence at a show gives you access to exclusive prospects. These are potential customers you can’t reach anywhere else, making your booth a prime destination for new business opportunities.


12. New Products are the Main Attraction

A staggering 92% of attendees come to trade shows looking for new products. This has been the number one reason for attending shows for over two decades, making it the perfect venue to launch a new product or highlight your latest innovations.


13. High-Level Attendees

Almost 50% of trade show attendees hold executive or upper management roles. These decision-makers are actively seeking new products and solutions, making trade shows a prime opportunity to connect with influential people who can make purchasing decisions on the spot.


14. Global Opportunities on the Rise

International trade show venues are expanding, with countries like China opening massive new exhibition halls to accommodate their growing industry. This global expansion offers even more opportunities for businesses to connect with international prospects and grow their reach. This year, US companies are already planning to attend an average of 7.8 international trade shows annually.


15. ROI is King

For 54% of exhibitors, a favorable return on investment is a key driver in deciding to participate in trade shows. When it comes to marketing spend, exhibitors are looking for high-impact results, and trade shows consistently deliver on that front.


16. Attendees are Ready to Buy

The top reason attendees go to trade shows is to shop. In fact, 46% of attendees are in the final stages of their buying decision. They come to see the latest and greatest in their industry, making them primed for purchase decisions. With most attendees representing new prospects, trade shows offer businesses a unique chance to convert leads into customers on the spot.


 

By leveraging these insights, you can make informed decisions about your trade show strategy and ensure that your business maximizes its return on investment. Whether it’s generating new leads or strengthening relationships with existing clients, trade shows remain a powerful marketing tool in today’s business landscape. With LTO's ShowScout app in your pocket, you can ensure that no lead gets left behind. Schedule a discovery call to hear how you can increase your company's trade show ROI with our help.


[Source: Trade Show Labs: 150+ Trade Show Stats The Reveal All [2024]]


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