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February 21, 2006

A celebration of success

Trade shows and consumer exhibitions are to my mind 'celebrations of success'. Only successful businesses exhibit at trade shows and consumer exhibitions and only successful businesses visit trade shows. Put crudely, if your business is going tits up you are not at a trade show. Likewise with consumer exhibitions - poor people do not go to shows. There is no benefit in wandering around the NEC, Earls Court or Excel looking at things that you cannot afford. Can we prove any of this. I think so. First of all lets look at consumer exhibitions. The socio-economic profile for the average show visitor is highly skewed to AB people. The chart below shows the average profile for events according to the events industry performance benchmarking statistics collected under the auspices of the Association of Exhibition Organisers. The AEO/Vivid Interface Consumer Exhibition Visitor Index ? gathered from independent primary research undertaken at exhibitions displays that on average 63% of consumer exhibition visitors are AB social grade compared to the 20% they represent overall in the UK. If we look at the average household income for show visitors then this is ?65,123 compared to ?31,000 the average income for households in the UK. Now let's look at trade shows. Firstly, let's look at the level of seniority of visitors to events. Here we can see that 65% of visitors to trade shows are senior management level or above and 32% are director level or above. This high level of attendee at UK trade shows is confirmed when we look at the proportion of visitors to shows that have purchasing or specifying authority. The AEO/Vivid Interface Trade Show Visitor Index ? shows that only 21% of show visitors do not contribute to the purchase process and this means that 79% do. Therfore for every 100 men and women walking the floor at the average trade show, 79 can conduct business with the exhibitors. So, trade shows and consumer exhibitions provide access to high end audiences that have the ability to spend or influence spend. The important thing then is have you as an exhibitor thought about how you can get the best out of your participation in the 'celebration of success'.
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