In the event measurement and ROI game these types of numbers are always interesting, even if they are from a single show. Visitors at the recent Confex Show revealed three key objectives for visiting a trade show:
* 68% making new contacts
* 64% inspiration and new ideas
* 62% Networking
These numbers are entirely consistent with our findings over the years.
The top value from attending a trade show was given as "Getting new ideas"
The article cited a general statistic that only 1 in 28 visitors are actively approached at shows. That is believable although I have nothing to verify that, however we do know that 46% of the Confex visitors reported they were displeased with not being approached by exhibitors.
The message here is clear, visitors want to see exhibitors. They want to see what is new and make contact with people who can make things happen. (That is an exact quote from my classes for the last decade.) Your staff need not worry about whether people want to be engaged! Unfortunately exhibitors too often do a poor job of providing them with that opportunity.
Staff training is essential if you want to engage, qualify and properly manage a person's visit to your exhibit for mutual benefit.
(Keith Reznick and I have co-authored some very efficient, low cost, web delivered staff training that can cure these problems. If you have a need, please visit either of our websites at http://constellationcc.com or http://creativetraining.com)