Last year the US Travel Association released a study titled The Return on Investment of US Business Travel. In assessing overall business travel the study encompassed trade shows and their ROI. In this blog post, I am highlighting just a few statistics from the study conducted by Oxford Economics USA . Click on the link above to read the executive summary of the report.
One key trade show conclusion:
“More than half of business travelers stated that
5-20% of their company’s new customers were
the result of trade show participation.”
A graph from the executive summary shows:
Calculating business and trade show ROI was another finding from this study. The numbers below can be used for calculating your individual return on trade show investment.
The Great Recession is over, and more businesses are considering trade show participation. These impressive numbers should show senior management that the trade show activity can produce solid results.
A word of caution: proper planning and execution is paramount to achieve financial results. I have seen greater returns, such as 10:1 and 12:1 or more due to a coordinated efforts of the sales and marketing teams.
