Sources: MarketingProfs & Display Wizard
Trade shows are an important marketing tool for many industries, especially travel. How have trade shows changed over the years as businesses are modernizing? According to MarketingProfs, Display Wizard surveyed 100 regular exhibitors on the pros and cons of this marketing channel. They found that trade shows are still a significant channel for many marketers, with 75% of respondents saying they see a big future for trade show marketing. Keep reading for more survey findings and know what strategies regular exhibitors use to ensure trade show success.
Most Important Factors For Trade Shows
Quality of Attendees: 64%
Number of Attendees: 23%
Cost: 53%
Location: 38%
Venue: 18%
Industry: 40%
Quality beats quantity when it comes to attendees
Attracting the Right Audience
In order to ensure maximum ROI for your travel brand, it's important to choose a travel trade show that brings in qualified attendees who are truly engaged and willing to invest in the industry.
The Travel & Adventure Show Delivers Pre-Qualified Travelers to Each Show
The Travel & Adventure Show attracts the right audience by delivering pre-qualified travelers to each show, with 96% of attendees being passport holders. Together, TAS attendees spend a total of $610 million dollars annually on travel. Individually, each pre-qualified attendee spends an average of $5,368 annually on travel.
Budgets, Preparation, & Follow-Ups
How Much of Your Marketing Budget Should You Allocate to Exhibitions?
Trade shows don't need to break the bank! According to the survey, 36% of companies that regularly exhibit in trade shows allocate between 5-10% of their marketing budget to exhibitions. 28% spend less than 5%, and 23% spend between 10-20%. Remember, minimizing expenses for travel and accommodation by booking everything well in advance will help reduce your budget!
Be Prepared
To ensure the best results, it's important to be fully prepared for your next trade show. How many weeks/months out should you start planning your travel trade show marketing? 28% of companies who regularly exhibit in trade shows start planning 1-2 months before the show. 22% start planning 2-4 months before the show, and 19% start planning 6-12 months before the show.
Give Attendees a Reason to Visit!
Most Important Factors:
Competitions: 23%
Giveaways: 34%
Social Media: 31%
Exclusive Offers: 19%
Games: 11%
Eye-catching Stand: 48%
Having an eye-catching stand is an integral part of your in-show marketing, especially when coupled with a giveaway, exclusive competition or show offer.
Follow-Up
A trade show is a great place to get in contact with leads, but you must make sure you're doing your part in following up once the trade show is over. By using various methods to follow up with your leads, you will be more likely to get a response.
How regular exhibitors follow up with their leads:
Phone call: 68%
Email: 81%
Direct Mail: 25%
Social Media: 27%
Face-to-Face Meeting: 42%
Benefits - Exhibitors Are Feeling Positive!
Predictions for the future of trade shows:
Positive: 75%
Negative: 25%
Biggest Advantage of Exhibiting at Trade Shows
Meet Potential Customers: 83%
Meet Existing Customers: 44%
Source New Suppliers: 28%
Spy on the Competition: 26%
Increase Regional Business: 28%
Build Brand Awareness: 63%
Generate Publicity: 26%
Trade shows should be a part of your marketing mix.
Main Benefit Trade Shows Have on Staff Members
Time away from the office: 15%
Staff bonding: 38%
Sales skills: 57%
Product knowledge: 46%
Company loyalty: 21%
Trade shows benefit staff members too! Be sure to take enough staff to the show so your team members can attend the event talks and seminars.
Get the Best Benefits and Results
At The Travel & Adventure Shows, 89% of attendees looking to book a trip, booked with an exhibitor they met at the show. 78% will book that vacation through a destination specialist or supplier they met at the show, and 82% will book this vacation within a year. 86% of Travel & Adventure Show attendees booked one or two trips based on meeting an exhibitor at the show. Over $2.1 billion in bookings and counting!
Over 4.5 million traveler decisions have been influenced by the Travel & Adventure Shows
Grow your brand and exhibit at the USA's only nationwide travel show series
The Nation's #1 Series of Travel Shows
-Place Your Brand in Front of a Live Audience
-Meet Over 150,000 Ready-to-Book Travelers
-Watch Your Business Succeed
Source: "Trade Show Trends" - MarketingProfs
