Tips and Trends

Research Supports Value of Integrated Trade Show Marketing

Tuesday, July 01, 2014


If you’ve been trying to convince management to increase your exhibit and event program budget—or let you enhance your new pre-, at-, and post-event outreach—the results of a new study by UBM may help you plead your case.

UBM, a media and events company with a large roster of tech events, has released results to a study it conducted related to technology events. "The Tech Buyer's Perspective How to Engage for Event Success" surveyed 820 technology professionals who attend industry conferences and expos.

Although the study was limited to technology marketers, we think the findings are relevant to almost all industries. Leverage these stats in your efforts to persuade management to let you enhance your trade show program—  

Preshow outreach makes a difference—


  • 59% of technology professionals research exhibitors prior to an event.
  • 62% are more likely to visit a vendor's booth if they have communicated with them in advance of the show.
  • 75% are more likely to stop and visit a vendor’s booth if they can meet a subject matter expert.
  Attendees want to learn— 


  • 75% want to see technology demonstrations.
  • 68% are interested in technology "how to" materials.
  • 44% want case studies or peer perspective.
  • 81% would attend a smaller vendor-hosted breakout session at an industry event.
  Attendees want quality content—


  • 52% of professionals would be interested in a follow-up email with additional research or information from exhibitors.
  • 65% are less likely to engage with a vendor who has “Too much marketing fluff.”
  • 55% are less likely to engage with a vendor who “Only had product brochures available; content was not robust enough.
  Prove the benefit—


  • 72% of technology professionals would continue to engage with technology vendors if they demonstrated how the supplier solution could help their business.
  See UBM’s full press release here.

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