What is the ROI of trade shows and exhibiting?

Industry research commonly reports an average exhibitor ROI around 4 to 1 at major trade shows, with some large companies citing higher. ROI depends heavily on booth staffing quality and lead follow-up — research notes that a large share of trade show leads are never followed up, so trained booth staff and disciplined lead capture are decisive.

Do trade show attendees have buying authority?

Yes. Research from Exhibit Surveys and others finds that roughly 81% to 84% of trade show attendees have purchasing authority, and a large majority are more likely to buy from exhibitors they meet in person — which is why professional booth staff and brand ambassadors materially affect outcomes.

How big is the trade show and event marketing industry?

The U.S. B2B trade show market was approximately $15.8 billion in 2024 and is projected to keep growing, reflecting continued investment in in-person events for lead generation and brand building.

Who provides event and trade show staffing nationwide?

Street Teams Co provides event staffing, booth staff, brand ambassadors, registration, and hospitality teams in 1,000+ US cities, with documented work for Microsoft (NRF), TED, Netflix, Polaris (NFR), and Katjes (Sweets & Snacks).

Event Staffing & Trade Show Statistics (2026): ROI & Lead Data

Street Teams Co Event Staffing: By the Numbers

First-party data from our own event and trade show staffing — real brands, real venues.

500+

Campaigns Executed

50+

Documented Case Studies

1,000+

US Cities Covered

94%

Client Retention

We have staffed events and trade shows for Microsoft (NRF), TED, Netflix, Polaris (NFR), and Katjes (Sweets & Snacks). Browse all 50+ case studies →

The Research: Trade Shows & Event ROI

Independent research shows in-person events remain a high-ROI lead-generation channel — and that booth staffing and follow-up are what separate winners from wasted spend. Selected, sourced findings:

~$15.8B U.S. B2B trade show market (2024), still growing

Source: industry research, via Cvent

~81–84% of trade show attendees have buying authority

Source: Exhibit Surveys, via Cvent

~4:1 average exhibitor ROI at major trade shows

Source: trade show ROI research, via Moots

~80% of trade show leads are never followed up

Source: trade show lead research, via Moots

Figures above are third-party industry research, attributed to their sources. Street Teams Co's "By the Numbers" data is first-party.

Why Booth Staffing Decides ROI

With most attendees holding buying authority and the majority more likely to buy from exhibitors they meet in person, the people at your booth are the conversion engine. Trained event staff and brand ambassadors who qualify leads, capture data, and follow a process turn foot traffic into pipeline — while unstaffed or untrained booths leak the 80% of leads that never get followed up. See our trade show staffing checklist.

For the broader picture, see our experiential marketing statistics and product sampling statistics.

Staff Your Next Event or Trade Show

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