Good to know
Quality over quantity

When deciding to exhibit at a trade show, the most important factor is the quality of the attendees: A study conducted by Display Wizard in the UK of 100 marketing/sales professionals who regularly exhibit at trade shows found that, for 64% of respondents, this is the dominant decision criterion, followed by the cost of the trade show (53%), while the trade show’s industry (40%) and geographical location (38%) are also very important in the decision process.

The number of attendees (23%) was found to be less important, showing that exhibitors favour quality over quantity when it comes to who they meet at events. The least influential factor when choosing to exhibit at a trade show was the exhibition venue (18%). The majority of respondents (36%) spent between 5-10% of their marketing budget on exhibitions, with a large portion (28%) spending less than 5%. 23% of respondents spent between 10 to 20% on exhibitions every year, whilst 10% of interviewees said they spent between 20 and 40% of their annual budget on exhibitions, showing that, for some companies, trade shows do take up a far larger portion of their annual budget. Only 3% of respondents spent over 40% of their budget on trade shows.