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Trade shows are known to have a high return/expense ratio. An EEAA (Exhibition Association
of Australia) survey showed that an average expenditure of 9% of companies' marketing
budgets in trade far events resulted in a return of 23% of business.
CEIR studies have shown that:
- 76% of exhibition attendees arrive with an agenda;
- 48% of exhibition leads don't require a sales call to close the deal;
- Exhibition leads cost 56% less to close than field sales calls;
- 87% of exhibition attendees say they will share information obtained at exhibitions
with their immediate superiors.
"Trade shows are an important marketing link to our customers
today - more so than ever before. This can be attributed to the dynamics of the
business economy, which continues to fuel downsizing throughout the industry; creating
attendees who go to events with a strategic basic mission: to answer the age-old
question 'How can I grow my business?' As exhibitors, we must be prepared to answer
that question with clean, uncluttered messages and recommendations."
Jerome A. Gaither, Manager, Tradeshows and Conventions, The Coca-Cola Company
"The exhibition industry in Singapore contributes some S$1.13 billion to the Singapore
economy, and has a spin-off contributing factor of 11.8 for other related industries.
It has started its recovery from its recent setback in 2001, and will continue to
grow with the general economic recovery of Singapore and Asia."
Stephen Tan, Chief Executive, Singapore Exhibition Services Pte Ltd, Singapore.
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