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Modern Tradeshow Intelligence

Trade Show Popularity Continues to Grow

Posted by Bartizan Staff Report on Sep 13, 2013 7:07:49 AM

Trade shows continue to gain popularity, as the latest report from the Center for Exhibition Industry Research (CEIR) shows increased attendance for the 12th consecutive quarter.

The Trade Show News Network (TSNN) reported that the trade show industry saw 1.2 percent growth between the second quarter of 2012 and the some quarter of 2013. This is a good sign for businesses that depend on industry events for lead generation, as it indicates that they will likely be able to see a strong return on investment.

Several industries saw a significant improvement in attendance. Specifically, the professional business service sector saw the largest rise in participation, jumping 3.9 percent. Attendance within the science industry also rose 3.9 percent, while the food sector enjoyed a 3.4 percent increase, according to the report.

With the growing availability of product information on the Internet, many industry experts had feared that trade shows would eventually disappear. However, the ability to view and test products while speaking with knowledgeable sales staff is contributing to the popularity of the events.

"Most of the folks that attend these events already know 90 percent of the information there is about the products they are looking at," Courtney Gaudet, marketing communications representative for Trimble, told CropLife​. "They want the ability to touch them for themselves before making the decision to buy or not. That's a quality only a trade show or in-person event can deliver."

The source noted that many agricultural industry shows are being held more often to accommodate the growing popularity of the events. While trade shows can be a good source of potential leads, it is important that salespeople have the tools that allow them to effectively remain in contact with interested parties. Event solutions such as iLeads capture visitor information, helping companies track who saw their presentations so they can continue conversations and nurture new leads.

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Topics: Trade Show News