BioInformatics, LLC Studies Trade Show Exhibition Strategies in the Life Science Market

03-Mar-2008

bioinformatics, LLC announced the publication of its latest report, "Conferences & Exhibits in the Life Sciences: What's Working Now." Exhibits at scientific conferences and trade shows are an essential element of the marketing mix, but calculating return on investment (ROI) remains elusive for most vendors. This unique report compares and contrasts the perspectives of scientific customers attending conferences with the objectives and expectations of leading life science exhibitors.

"Scientific conferences can be one of the most effective ways to get in front of a large number of customers and prospects," noted Tamara Zemlo, Ph.D., Director of Syndicated Research and Analysis at BioInformatics. "We created this report to address vendors' key questions about deciding which meetings are best to attend and exhibit at, how to budget for meetings, what booth elements attract scientists, and how to ensure the best return possible."

The report has a number of encouraging findings for scientific and lab equipment suppliers. Of the 1,000 life scientists who participated in the study, only 1% claim that they do not visit exhibit halls at scientific conferences, suggesting that, in theory, vendors have an opportunity to interact with almost all of the scientists in attendance. Additionally, 76% of the scientists surveyed report that visits to exhibit halls have influenced their purchase decisions in the past 12 months.

"Vendors providing the right kind of information that scientists need, who allow them to physically examine products, and who answer their questions in an unhurried manner will be better able to positively influence the products and instruments they buy for their labs," observed Dr. Zemlo.

In addition, scientists and vendors were asked to identify which conference organizers have the best exhibit halls. The American Association for Cancer Research and the Society for Neuroscience were ranked tops by both scientists and vendors; however, scientists and vendors reported different opinions with regard to 3rd and 4th place exhibit halls.

"While the top two choices were the same for both vendors and scientists, it's important to note that no single entity received the majority of votes for best exhibit hall," stated Dr. Zemlo. "Additionally, while write-in answers for the organizer of the best exhibit hall comprise 24% of vendors' answers, they constitute 41% of scientists' answers, reflecting the wide variety of conference options available to scientists."

https://www.bionity.com/en/news/78852/bioinformatics-llc-studies-trade-show-exhibition-strategies-in-the-life-science-market.html