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Nearly 93 percent of marketers surveyed feel “hopeful” or “optimistic” about the effectiveness of trade shows as a marketing medium, with over half of those respondents being specifically optimistic about the trade show. Online released their 2019 Economic Outlook, where about a third of marketers have seen their total marketing budgets grow in 2019, compared to their previous year’s budget. Trade shows are part of a traditional marketing strategy. They provide a space for companies to network and showcase their products to clients and potential partners. According to a report published by SIIA and ABM, events revenue brought in $13.2 billion in 2017.

Marketers who are optimistic about their trade show programs are reportedly so because of the improved execution of their program, better booth staging, the entrance of new and improved show exhibits, and enhanced lead tracking.