What are the most important event marketing statistics for planning a trade show?

When you are planning a booth, a few numbers do most of the work: how many attendees can actually buy, what a lead really costs, and how often those leads get followed up. Those figures tell you how much to print and which formats earn their place in your budget.

• Buying authority: roughly 81% of trade show attendees have purchasing power (CEIR), so nearly everyone at the booth is a potential decision-maker.
• Cost per lead: averages around $142, which helps you set a realistic target for leads collected.
• Follow-up gap: about 80% of show leads are never contacted afterward, so budget time and materials for post-show follow-up.

Use those inputs to decide quantities and formats. Business cards handle one-on-one handoffs, brochures carry the detail, and banners pull traffic from the aisle.