The Center for Exhibition Industry Research recently published the Northwest Consumer Shows Report, presented by O’Loughlin Trade Shows, which shares findings that punctuate the relevance and impact of RV shows in that region.
The study found that:
- 83 percent of the attendees have some kind of buying power.
- 85 percent of decision-makers say attending trade and consumer shows save their company time and money by bringing vendors together under one roof.
- 79 percent of the attendees say that attending shows helps them decide on what products to buy.
- 91 percent of attendees say that trade shows impact their buying decisions because the competition is in one place allowing for comparison shopping in real time.
- 85 percent of an exhibitor’s success lies in the performance of their staff.
- Converting a trade show’s lead to a sale costs 39 percent less than sales calls alone.
- Trade show visitors will tell 6 or more people about their experience.
- 81 percent of attendees at a recent show agreed that trade shows help attendees become aware of new products and services.
- 91 percent of attendees tell us they get the most useful buying info from trade shows and events.
With RV shows in the Portland and Tacoma markets, several RV dealers reported record sales as compared to previous years’ shows. It’s no secret the RV industry is seeing considerable success as dealers expand their footprint adding locations, inventory and lines carried.
Going into 2018, the chief concern of many RV dealers was having adequate supply of units to meet increasing market demand. One dealer comment summed up the RV show season nicely, “We had our best show ever selling more than 50 units in four days.”
Interestingly, not all RV dealers were seeing the customer-mix the same
way. Some dealers shared that sales to Baby Boomers made up most (80 percent or more) of their sales. Other dealers pointed to the noticeable and important role Millennials were having on their business. Recent articles, dealer accounts from the shows and traffic through the shows reflects a growing number of younger buyers who seem to be favoring the smaller teardrop and retro-style travel trailers.
For sure, the RV industry has introduced a number of new designs with Millennials in mind and those designs appear to be gaining traction in the market.