Latest research confirms the value of exhibitionsArticle published: November 2006Nexus Collections’ latest research has shown that over 25% of their new business during the three quarters running from January 06 to October 06 came as a direct result of exhibitions. The research identified exhibitions as second only to the internet for generating Nexus Collection’s new business. The overall statistics breakdown the sources of new business into five different sectors: • Internet – 32% • Exhibitions – 25% • Word of mouth – 25% • Cold calling – 16% • Advertising – 2% Further analysis of the new business generated by exhibitions includes the following results. • 56% came from International Confex 06 • 34% came from National Venue Show 06 • 10 % came from other shows Nexus Collections, managing director, Nick Jones: “Whilst many doomsayers like to predict the demise of the traditional exhibition and cite dropping visitor numbers as their evidence, our research clearly shows that they have a substantial impact on business, they remain an integral part of our overall strategic marketing plan. With this in mind it should be noted that our own success at exhibitions is not the result of a hit and miss approach; but due instead to a planned system including a specific follow-up procedure. Only by ensuring that we accurately collate data at the shows and follow-up in a specific way can we determine those successful shows which provide a return on investment.” Nexus Collections, the UK’s leading supplier of conference bags and folders, has been collating this in-depth research to fully understand the source of their new business and ensure they are investing their sales budgets to the greatest effect. |
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