A recent article in Exhibitor Magazine set out to answer the following question: Are trade shows really worth the investment? To answer this question, it’s important to find out if trade shows are still capable of attracting real buyers, and if the cost per attendee visit is remaining relatively stable.

According to Exhibitor Magazine, who quoted Exhibit Surveys, Inc,  82% of attendees “have the power to recommend or make final purchasing decisions.” This number is staggering, and clearly indicates that trade shows are still a great place for small and large business to put their money. Considering that an average of 34% of attendees are “first-timers” to a particular show, trade shows are still crawling with opportunities for business deals and purchases.

Within the same article, Exhibitor Magazine pointed out that exhibitors are paying more to attract each attendee:

…the average cost per attendee that visits an exhibitor’s booth increased 19 percent since 2006 - up 26 percent from five years ago in 2003. Those results underscore the reality that costs are increasing, thanks to everything from rising booth-space rates to fuel surcharges.

You may pay more per attendee today than ever before, but trade shows are still fertile ground for new businesses. The people who attend trade shows are looking to spend, and they have the power to spend. If you’re looking to build inroads with your target market, trade shows are still a great place to do it.