4 Performance Metrics Every Show Organizer Must Pay Attention To

Jan 21

If your show is serious about, not just maintaining, but growing your show, here are four insightful metrics, you want to pay close attention to:

1. Exhibitor Retention: This is easy to calculate. Just divide the total number of new exhibitors by the total number of companies in your show and you have it. Example: 100 new exhibitors divided by 500 total exhibitors equals 20% attrition or 80% retention. If your retention is below 85% you may be losing hundreds of thousands of dollars. While the average show exhibitor retention rate is 76%, striving for 85% exhibitor retention is the battle cry of highly successful shows.

2. Net Square Footage Per Exhibiting Company: Another easy metric to calculate.  Divide your paid net square footage by the total number of exhibiting companies in your show. Example: 150,000 net square feet divided by 500 exhibiting companies equals 300 net square feet per company. The average show has 364 net square feet per exhibiting company. If yours is much below this number, you have a lot to gain by implementing in exhibitor “rightsizing” program in your show.

3. Attendee to Exhibiting Company Ratio:  Divide your net attendance by the number of exhibiting companies in your show . example: 5,000 net attendees divided by 350 exhibiting companies gives you 14.3 to one net attendee to exhibiting company ratio.   You want to strive for a minimum of 10 to 1.  As always, the more attendees the better!

4. Percentage of Exhibiting Companies Marketing Participation In Your Show: A powerful way to leverage your attendance promotion budget and grow  show attendance is to get more exhibitors actively promoting their participation in your show.  And not just to your attendance lists but also their lists.  To calculate this metric, determine the total number of companies that bought some form of advertising , sponsorship , attendee mailing list, or requested any free exhibitor marketing opportunities. Divide that number by the total number of exhibiting companys. example : 23 companies marketing divided by 500 total companies equals 4.6% of exhibiting companies marketing. In most shows is this number is below 20%.  And in many shows, it is far below 20%. if you do not have a plan in place to increase the number of exhibitors marketing your show you are leaving a lot of revenue on the table and severely limiting your shows marketing reach in your industry.

So go ahead calculate these four metrics now.  Do it for every show and set incremental goals to increase these numbers and watch how fast your show and your revenue grows!