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Cost Effectiveness of Exhibition Participation

Cost Effectiveness of Exhibition Participation. Dr. Matt Brown Dr. Rich Harrill Director Alfred P. Sloan Foundation Travel & Tourism Industry Center University of South Carolina. Number of Field Sales Calls to Close a Sale Without an Exhibition Lead.

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Cost Effectiveness of Exhibition Participation

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  1. Cost Effectiveness of Exhibition Participation Dr. Matt Brown Dr. Rich Harrill Director Alfred P. Sloan Foundation Travel & Tourism Industry Center University of South Carolina

  2. Number of Field Sales Calls to Close a Sale Without an Exhibition Lead

  3. Number of Field Sales Calls to Close a Sale With an Exhibition Lead No Sales Calls Required 3%

  4. Cost of Identifying a Prospect Through Non-Exhibition Means 30% 19.8% 19.9% 20% 15.9% 13.5% 11.1% 10.3% 9.5% 10% 0% Less than $50 to $101 to $151 to $251 to $501 to More than $50 $100 $150 $250 $500 $1000 $1000

  5. Exhibitions Increase Corporate and/or Brand Recognition Agree or Strongly Agree 67.4% Percentages represent extent of respondent agreement with the statement: "Trade shows are a valuable part of our marketing plan because they increase our corporate and/or brand recognition." Disagree or Strongly Disagree 7.9%

  6. Exhibitions Assist in Gaining/Retaining Market Share Agree or Strongly Agree 63.4% Disagree or Strongly Disagree Percentages represent extent of respondent agreement with the statement: "Trade shows are a valuable part of our marketing plan because they help us gain or retain market share." 9.5%

  7. Fewer Calls Needed to Close Exhibition Lead Due to Prospect Contact with Sales/Technical Staff Agree or Strongly Agree 65.9% Disagree or Strongly Disagree Percentages represent extent of respondent agreement with the statement: "Fewer sales calls are needed to close a sale with a trade show lead because the prospect is able to meet with our sales and/or technical staff at the trade show.” 11.8%

  8. Fewer Calls Needed to Close Exhibition Lead Due to Prospect Contact with Product Agree or Strongly Agree 68.2% Disagree or Strongly Disagree 11.8% Percentages represent extent of respondent agreement with the statement: "Fewer sales calls are needed to close a sale with a trade show lead because the prospect has seen our product at the trade show."

  9. Fewer Calls Needed to Close Exhibition Lead Due to "Foot in the Door" with Prospect Agree or Strongly Agree 69.1% Percentages represent extent of respondent agreement with the statement: "Fewer sales calls are needed to close a sale with a trade show lead because the trade show gives us a 'foot in the door' with a prospect." Disagree or Strongly Disagree 6.0%

  10. Cost to Close a Sale With vs. Without Exhibition Lead $3,500.00 $3,000.00 $443.35 $2,500.00 $214.84 $2,000.00 Total Cost of Identifying a Prospect $1,500.00 $2,658.65 $2,092.35 Total Cost of Field Sales Calls $1,000.00 $500.00 $0.00 With Exhibition Lead Without Exhibition Lead

  11. Cost to Close a Sale With vs. Without Exhibition Lead Ratio The ratio of the cost to close a sale—with and without a trade show lead— is: 3:2

  12. Cost of First Contact:Exhibition vs. Non-Exhibition $1,200.00 $1,039.56 $1,000.00 $800.00 $600.00 $400.00 $214.84 $200.00 $0.00 Through Exhibition Through Non-ExhibitionMeans

  13. Contact Dr. Rich Harrill E-mail: rharrill@sc.edu Phone: (803) 777-7682

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