10 data-driven plays for exhibition sales

For many businesses, exhibitions are no longer an automatic part of the marketing mix. ROI has to be justified before they’ll commit their spend.

Digital marketing provides a great deal of certainty around spend and results. You can know upfront the cost of every impression and click. In contrast exhibitions have historically had little data to inform sales conversations.

But in recent years there has been an increase in the data available. How can it be used to help level the playing field, and demonstrate ROI in the same way as digital channels?

Based on new data-sources that are becoming available, here are 10 data-driven plays across the entire exhibition sales cycle.