Exhibitions Offer Most Face-to-Face Value

3 Aug

Based on a survey of 9,000 attendees and 800 exhibitors, The Center for Exhibition Industry Research (CEIR) recently released the first in a series of reports selected from its landmark study, “The Role and Value of Face-to-Face Interaction.”  In this report, both audiences ranked exhibitions highest in terms of value from a list of 10 possible face-to-face interactions including; sales calls, exhibits, conventions, annual meetings, educational conferences with or without an exhibit component, and hosted buyer events to name a few.  Forty-eight percent of attendes ranked exhibitions as the most valuable face-to-face setting on the list.  In person sales calls were a distant second, at twenty-six percent.

Exhibitions are an excellent way to improve ROI via face-to-face contact with business partners.  Returning to a ‘back to basics’ system of quality interaction can create a unique buying/selling environment for those involved.  In addition, CEIR reports that approximately two-thirds of visitors place a high level of importance on face-to-face interaction during the pre-purchasing stages of the customer’s buying process.  Furthermore, research shows customers continue to require face-to-face interaction in the later stages of the purchasing process to maintain the ongoing relationship with their vendor.

The NADA Expo is the auto industry’s largest marketplace for technology and services.  Co-locating with the NADA Expo, The American Truck Dealers (ATD) Expo offers products and services targeting thousands of  Heavy-duty and Medium-duty Truck Dealerships in the U.S.  Never underestimate the power of face-to-face.

For more information on how you can exhibit at the 2013 NADA/ATD Expo in Orlando (2/8 – 2/11 2013): www.nadaconventionandexpo.org

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