Still, these events sell out quickly and over 80% of suppliers that exhibit at them automatically reserve for future events. This is because they see results and ROI, so they don’t hesitate to reinvest.
Plus, these events satisfy a specific sales strategy. If a supplier is looking for numerous unqualified leads that will require nurturing and developing into 2nd- and 3rd-tier accounts, then big trade shows are the way to go. Honestly, at least one of these shows should be on every supplier’s “Must-Exhibit” list, even if it’s just to keep their name relevant and in-play against the competition.
But, if a supplier is looking to drive a good portion of their business quickly through fewer high-producing, loyal customers, then hosted-buyer events should be layered into their event strategy.
If you break it down and really look at what the investment offers, then it turns into a no-brainer:
Bottom line: It always pays to try a variety of marketing opportunities to ensure your spend delivers on your sales strategy, and hosted-buyer events have a place and a purpose and yield strong results.