According to BPA’s “Determining Exhibitor ROI at B-to-B Tradeshow Events,” exhibitors rank the purchasing influence and buying power of attendees as the top factors when deciding whether to exhibit at a given event, named by 46% of respondents. A show’s past success (44%) and its topic, theme and content focus (41%) also rated highly among respondents.
The prevalence of audited trade shows in the U.S. lags, compared with the U.K., Europe and Asia, the report noted, although 47% of U.S. respondents indicated that an independent trade show audit is either extremely or somewhat important in verifying show attendance.
BPA Worldwide audits b-to-b and consumer magazines, newspapers and events. Its online survey was conducted in November and December. It polled 6,600 exhibitors at U.S. trade shows, with 376 surveys completed in full.