Researchers found that 53 percent of trade show visitors come to learn if exhibitors have any new products or services, while 32 percent said that they come to obtain product information. Approximately 11 percent said that they come to see a product demonstration, while 10 percent say that they visit to speak to a representative.
Read the story: www.komarketingassociates.com
The first part of this discusses the Regalix State of B2B Event Marketing report shared elsewhere on this site.
The second part of the article focuses on another study, reported in a white paper that states that:
“We have noticed in all of our studies over the past six years that there is a correlation between learning and inclination to buy, prescribe, recommend or influence after visiting an exhibit where there was new learning.”
I haven’t reviewed the study yet but it’s a bold claim.