The value of exhibitions: the top statistics

At The Barista, it’s our mission to effortlessly boost your brand presence at events where you need to make a lasting impression. Our mobile coffee stands and team of friendly, professional baristas look after your visitors by providing them with excellent quality coffee and drinks – not to mention unbeatable service – throughout the day.

Now that face-to-face events are back in full swing after a couple of years of pandemic-related uncertainty, we thought it was a perfect time for a reminder of the value that exhibitions and trade shows can bring to your business.

Keep reading for some of the most interesting stats about exhibitions.

34% of attendees are more likely to visit a stand offering a giveaway

According to Displaywizard, 34% of visitors are more likely to head to a stand that’s offering something free. That could be branded merchandise, a competition or something that’s genuinely appreciated in the moment, like a fresh coffee. It’s a simple way to start conversations and keep people coming back.

81% of trade show attendees have buying authority.

According to CEIR, a large majority of trade show attendees (81%) have buying authority. This highlights the importance of making a great first impression at events – there’s a high likelihood that the person you’re speaking to at your stand has some degree of buying influence within their company.

The average attendee at a trade show spends 5.5 hours there.

Exhibitions and trade shows usually mean long days, both for exhibitors and guests. FaceTime found that on average, attendees spend 5 and a half hours at a trade show. That’s more than enough time to browse the various stands and get a good idea of what’s on offer, but it’s still important to make sure your stand is worthy of visitors’ time.

Impressing potential customers with an eye-catching stand or offering something a little different is a wonderful idea if you’d like to take your guests from browsing to engaged. For potentially long and tiring days, looking after your guests with a great cup of coffee helps them get a much-needed caffeine boost while showing that you value their time.

Almost half of trade show attendees only attend one show per year.

In research conducted by Freeman Exhibit Surveys, it was found that 46% of guests at a trade show only attend one show a year. This stat shines a light on the importance of making a memorable first impression – if the exhibition or trade show is the only one that an attendee is visiting that year, their time is precious. This also shows that many guests will be true specialists in their field and will have hand-picked the one show that’s most likely to be relevant to their needs.

71% of SMEs have generated new business using face-to-face networking like trade shows.

Trade shows and exhibitions can offer an incredible stream of new business for smaller operations. If you don’t have the budget for big advertising campaigns, the opportunity to get in front of your potential customers and let them know why you’re so special can be priceless. Display Wizard found that an incredible 71% of small and medium-sized enterprises won new business using face-to-face networking like trade shows.

The global exhibition industry shrank by 68% in 2020.

It’s no surprise that the exhibition industry took a hit in 2020, with IFI finding it contracted by almost 70%. The good news is we’re now finally seeing people safely gather in numbers once more. The post-Covid landscape is actually a fantastic opportunity to get in front of your potential customers and make an impact, as appetites for face-to-face interactions are still on the rise after a period of uncertainty.

The best way to attract visitors at an exhibition is with an eye-catching stand

While your product or service might be market-leading, people won’t know about it unless you grab their attention first. First impressions matter, and Display Wizard’s Trade Show Trends Report found that for 48% of attendees, an eye-catching stand was the number one way to attract their attention.

Clear messaging, a welcoming design and something a little different can make your stand a place people want to spend time. Add great coffee into the mix and you create a space where conversations naturally flow.

We hope you found these exhibition and trade show statistics interesting. If you’d like to boost your brand presence and win business at your next event, get in touch to find out how we can help you stand out with fresh, barista-made coffee.