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Over the past years, we have carried out effectiveness measurements for individual exhibitors at various national and international tradeshows. Below, you can answer a couple of questions from these studies, to give you an idea about what you can expect when you participate or to compare them to your own findings. Of course, individual results depend both on the performance and the type of company and product.

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What is the percentage of customers that visit the booth of the company that invited them?

Inviting is essential. It guarantees a basic volume in booth visits and it draws prospects. Afraid for competition when inviting customers? You’re there for your customers, not for your competitors. And chances are that your customers visit the tradeshow anyway. The difference is that in that case, they have not been invited by you

What characteristic of the booth staff most affects the buying intention of booth visitors?

Don’t confuse product benefits with product properties. Time and time again, this proves difficult for booth staff. Visitors are also the most critical with regard to this

What percentage of all booth contacts is a prospect (potential new customer)?

Objective number 1 of exhibitors is attracting new clients. Still, more current clients than prospects visit the booth. Current clients have probably been invited by you, and are less hesitant. Before you know it, you’ll spend a disproportionate amount of time on visitors who are already your client. The trick is to find the right balance.

What percentage of the prospects at the booth consider the exhibitor they visited when purchasing?

The booth visit is of great importance for prospects to consider your company when purchasing. Therefore, be well-prepared to give your prospective clients a perfect welcome.

What do you pay for tradeshow contact on average?

Focus on return. To save 10% in cost, you must push various buttons, such as booth construction, price per square meter, staff, transport etc. However, if you have 10% more contacts in your booth, your costs per contact are reduced by 10% as well, meaning that you have only had to push one button. Keep in mind, that on average 1.7 contacts are realized per hour per member of your booth staff. There is a lot of room for improvement here.

Would you like to know how all this works for you? Do you hardly study the effectiveness of your live communication, or not at all? Would you like to have an answer to the returning question of ROI of trade show attendance? If so, please contact us. We are happy to inform you.

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