Champion Exposition Services Releases Findings
from Survey on Impact of Economy on Trade
Reducing Number of Shows and Staff Attendance Rank as Top Regrets; Technology Tools Valued
August 18, 2010 08:03 AM Eastern Daylight Time
MIDDLEBORO, Mass.--(EON: Enhanced Online News)--Champion Exposition Services today announced the
findings of its survey on the impact of the economy on trade show exhibitors including reduced participation in
number of shows and related regrets, along with an outlook for the future. As trade show activity rebounds in the
coming year, exhibiting companies are looking to maximize their participation and increase engagement with
attendees before, during and after the show.
A majority (81%) of exhibiting companies made concessions in their trade show programs due to the economy. The
methods for implementing recession-induced budget cuts have been diverse with most exhibitors using more than one
method to make reductions. Sending fewer staff to trade shows (56%) was the most common adaptation, and 39%
of those respondents regret doing so. In addition, others reduced the number events they participate in (39%), and
56% regret doing so.
While the economic downturn during the past two years has impacted the trade show participation, a majority (51%)
of exhibitors plan to participate in more trade shows as the economy recovers. Exhibitors’ top goals to participate in
trade shows include collecting leads (79%) and creating brand awareness or growing market share (75%), while
33% use trade shows to launch new products. Measuring value or return on investment includes the quality of leads
collected (74%), booth traffic (59%), quantity of leads collected (54%) and number of sales resulting from leads
collected (52%). Ninety percent report using one or more lead-related metrics to measure tradeshow ROI and 62%
follow-up within one week.
“The trade show industry is in a period of transition,” said Leslie Brand, Vice President of Marketing for