Trade fairs are an excellent method to attract new clients, and they have maintained their popularity even as companies shift more of their marketing efforts online. If you don’t believe us, check out the following 35 stats and facts - the result of our extensive research into the subject.

General Facts and Stats about the Trade Show Industry

First, let’s see what the overall state of the industry is.

• The global event industry is about to become a significant economic force, reaching a colossal $2.194 trillion value by 2028, as predicted by Verified Market Research.

• Three-quarters of B2B trade show organisers reap the rewards: 74% see a positive ROI on virtual events within 6 months.

• With its 460,000 m² of space, the Hannover Messegelande Exhibition Hall in Germany is the largest in the world, followed by the National Exhibition and Convention Center in Shanghai, China - 400,000 m².

• The global B2B trade show market boomed in 2023, surging past $40 billion, a significant jump from $34.4 billion in 2019.

• Live expos give companies a 28% bigger chance to meet customers, investors and future partners and present their innovative services and products.

• Over 14% of the trade fair budget goes towards booking the right business accommodation.

• Most (68%) of event marketers surveyed believe facilitating face-to-face interactions during major virtual events is key to enhancing audience satisfaction.

• A noteworthy disparity exists in the global trade show landscape, with only 20% of events being entirely virtual compared to 30% adopting a hybrid model that offers virtual and in-person experiences.

• 95% of exhibitors prefer live events over digital ones.

• Bigger isn't always better, but it helps! While 45% of attendees gravitate towards larger booths, accessibility remains crucial, with 70% favouring open designs.

Stats about Trade Show Visitors and Their Behaviour

Visitors make up a considerable portion of the reason why there are trade shows in the first place. So, exhibiting companies must understand their behaviour.

• 81% of trade fair attendees have a purchasing authority, as they often occupy an influential role in their companies.

• Almost 40% of visitors will check out the company website after visiting their booth at the trade fair.

• 92% of trade fair visitors state that they mainly attend an expo to see the newest products and services in their industry.

• Almost 56% of visitors will travel more than 600 km to attend a trade show.

• 79% of visitors believe attending a trade expo will help them decide what to purchase.

• 74% of trade show visitors say it is more likely to buy a product after seeing it at an expo.

• Around 60% of the attending visitors are not current customers of any exhibiting companies.

• The average trade show visitor spends roughly 8.3 hrs exploring the exhibition.

• 65% of expo visitors say that attending a trade fair helps them better understand a product or service they are interested in.

• Roughly 50% of all trade show visitors are first-time attendees.

• A significant portion (48%) of exhibitors believe that having an eye-catching stand is the key to drawing in visitors at trade shows.

• Most attendees (74%) agree that talking to reps increases their chances of buying.

Stats and Facts about Trade Fair Exhibitors

It is though a job exhibiting at a trade show, and here is why:

• The most important factors businesses consider when choosing to exhibit their products and services are: -64% type and quality of the visitors -54% cost -40% connected to the specific industry -38% geographical location

• The most used follow-up method (81%) exhibitors use to connect with their leads is email.

• 68% of businesses say that direct calls are also important as they use them as their secondary follow-up method.

• Only 27% of exhibitors use social media channels to stay in touch with their leads.

• A little over 40% of exhibiting companies believe email marketing is a great way to boost awareness about the brand before the show.

• 43% of exhibiting companies spend annually between £500 and £2000 on trade show displays, while 21% dedicate only £100 to £500 to their displays.

• 76% of businesses use their participation in trade fairs as a marketing tool and integrate it into their annual strategy.

• According to business exhibitors, the best way to attract people to your stand is by using flashy, eye-catching displays ( 48%), followed by giveaways (34%).

• 54% of exhibiting companies say they attend a trade show because their competitors will also participate.

• If there are many "high-quality attendees," 84% of exhibitors will upgrade to a larger booth area.

• The biggest difficulty trade fair exhibitors meet when participating in an expo are: -How expensive participating in a trade show is. -How difficult it is to calculate the ROI -Missing work hours at the office -Effectively follow up with the expo leads

Trade Fair Benefits

Trade fairs are typically intended for a specific industry and those working in or involved in that area. Attending an expo can be a fantastic way to advertise to a target audience and build brand recognition. So, let's check out some of the many benefits attending a trade show can have for your business.

• According to exhibitors, the biggest perks of attending an expo are: -Meeting potential clients -Building brand awareness -Meeting with current customers of the company

• Companies say that the biggest benefits for their employees after attending a trade show include: -Sales experience -Product knowledge -Staff bonding -Increase in company loyalty -Improvements in the quality of work due to the time spent outside the office

• A deal without an exhibition lead typically requires 4.5 sales calls to be closed but only 3.5 sales calls if the lead is from a trade fair.

• 71% of small and medium-sized businesses have gained customers through face-to-face networking during a trade fair event.

• While not the majority, a notable portion (31%) of marketers consider live events like trade shows valuable tools for enhancing brand awareness and image.

FAQ

Now, let's take a look at the most common questions people have when it comes to trade shows.

What Exactly Is a Trade Fair?

Also called a trade show, exhibition, or expo, it is a gathering of different businesses operating in one or similar industries. Trade fairs allow companies to showcase their products and services, network, raise brand awareness, attract an audience and gain new clients.

How Do You Get the Most Out of a Trade Show?

There are many ways you can ensure your expo attendance is a success. Professional visitors and exhibiting companies need to spend time planning and training their staff members so they achieve the set goals. We have an article to help you prepare for a trade fair and enhance your chances of fulfilling your business strategy.

How Do You Measure the Success of a Trade Show?

Most exhibitors fly blind at trade shows, throwing money at booths without clear goals or success metrics. Only 24% set measurable objectives, leaving the rest in the dark about their return on investment.

There are two key ways to gauge effectiveness:

• Return on Investment (ROI) - This complex number divides your expenses by the sales generated. Easy to track, but may miss intangible benefits.
• Return on Objective (ROO) - This dives deeper, considering non-monetary goals like brand awareness, partnerships, and client relationships. Measuring ROO involves tracking website traffic, social media engagement, and new leads generated. It's harder to quantify but offers a more holistic picture.

While ROI is simpler, ROO helps you assess broader value from the event, ensuring you're not just focusing on immediate sales. Consider both to understand your trade show success truly.

What Makes a Successful Trade Show Booth?

The most crucial thing your business can do for its next trade show is to have an outstanding exhibit design. It must correspond with the show aims and objectives of your business. A successful booth attracts attention while being welcoming and instructive. Learn more about different types of stands and displays here.

As we slowly leave the pandemic behind, the trade show industry is again rising. We expect even better results with hybrid events increasing in popularity and businesses increasing their trade fair participation.