The exhibition and trade show industry held its own throughout the dark years of 2009 and 2010. In large part the industry was cushioned from the immediate impact of the economic downturn by the system of booking space – exhibitors are usually booking display space a year or more in advance. However, as we shake the cobwebs and dust from our feet and are firmly into the middle of 2011, what are the emerging trends in the industry?

One impact of the economic downturn which could not be avoided was the decreased attendance of attendees. While exhibitors found themselves locked into show contracts, they could only choose between grinning and bearing the sunk cost and continuing with exhibiting anyway or just walking away from the whole deal and writing off the investment for a show. Attendees do not have such a bind and their employing companies cut back attendance at shows as part of their own immediate cost cutting exercises. This is a trend which appears to have bottomed out in 2011, but decreases in the number of attendees have brought some hidden benefits.

For those who have exhibited at shows around the country, they have found that while the numbers attending has diminished, the numbers of qualified prospects actively looking to do business has not. Anecdotal research and our own experience have demonstrated that the prospects being acquired by exhibitors are of a superior quality that shows held in 2008 for instance. It is easier to separate the wheat from the chaff, as only attendees from companies who are serious about sourcing products and services, i.e. have a genuine business need to go to the show, have been turning up.

Traffic density measures have also held steady. Traffic density measures throughput of attendees within a show venue. As attendee numbers have diminished, we expected to see a reduction in traffic density – and that would not have been good news. In fact, density has remained at pre-recession levels, thanks in large part to the resizing of trade show venues. If a venue is held in a smaller area, with decreased attendee numbers, then the traffic density could be maintained, and it has.

On a broader note, approximately one-third of attendees are newcomers and have never attended a show before. This helps to keep trade exhibitions fresh and vibrant, with new pools of prospects coming into the mix.

One extremely good piece of news has been the return of attendees who are actively looking to buy goods and services. Back in 2009, the metric for measuring the number of attendees who had an intention to buy at trade shows dropped to a ten-year low of 47%! Fortunately, this has recovered through 2010 and continues to do so in 2011.

A further upward trend has been detected in those attendees who after visiting the exhibition have stated that they are more favorably inclined to buy from an exhibitor than they were before. This underlines the opportunity that a trade show provides to put your company’s face to the buying world. It also underlines just how important it is to get your trade show planning and preparation right so you are able to make the biggest and best impression on the day.

Visit Monster Displays website today. Check out Monster Displays banner stands deals.

http://www.monsterdisplays.com/ Visit Monster Displays website today. http://www.monsterdisplays.com/banner-stands-s/30.htm Check out Monster Displays banner stands deals.

Author Bio: Visit Monster Displays website today. Check out Monster Displays banner stands deals.

Category: Marketing
Keywords: Business, Advertise, Marketing