Center >> June 2008
Shows Continue to Bring in Hot Prospects
from AICPA Custom Media Solutions
Are you moping about the recession? Still thinking
of sweeping your events under the rug? That’s like burying
a “real” money tree or your actual golden goose alive.
Not convinced? Here’s what some of your B2B peers think about
More than four
out of five (82%) B2B trade show attendees have the power to recommend
or make final decisions, according to a recent survey by Exhibitor
magazine on live event trends.
Still not convinced? Consider that trade shows have a special advantage
over most other weapons in your marketing arsenal: word-of-mouth
referrals. It’s beautiful. Attendees do the work for you by
evangelizing on your behalf. Impress them with your products and
demos at the show, they’ll not only turn into buyers, but
they’ll gladly convert their contacts and send them your way.
Trade shows also put the human element behind your
product or service, which can be a real plus in today’s impersonal
voicemail/e-mail age. Prospects see your staff at your exhibits.
They’re not hidden behind a Web site or toll-free phone number.
They ask questions, they get immediate answers.
As reported in expoweb, The Viral Impact
of Events, an EMI Strategic Insights Report by the Event Marketing
- 98 percent of attendees who have a positive experience
at an event tell others about the experience; more than half of
those tell four or more people.
- 90 percent of people attend an event with someone
else, 20 percent with a group of five or more people. While these
tagalongs might not be the targeted customer, they are frequently
- 63 percent of attendees at events could recall
the name of the company that sponsored the event.
- 27 percent of attendees consider switching brands
after a positive experience at an event and their recommendations
can often sway colleagues and friends.
- 71 percent of attendees spend more than an hour
The report also found that three out of four attendees
(78%) shared their event experiences with friends and colleagues.
Of them, more than half (64%) reported their experiences in person,
and 43 percent of them do so within two days of the event. Here’s
one more tidbit, one in three (37%) reported their experience later
the same day that they attended the event.
So here’s your chance to get the word out
on your products. Go to events, meet and greet your existing customers.
Patiently answer queries from prospects and let all those happy
customers do your advertising for you for free. What more could