OK, you’re probably asking, where did we come up with the $270,000 cost of exhibitor attrition from? Here’s the math:

• Average show: 450 exhibiting companies
• Retention rate: 76% – 342 companies return
• Attrition rate: 24% – 108 companies do not return
• Single booth space: $2,500 X 108 = $270,000

Since this is only an average, go ahead and calculate YOUR cost of exhibitor attrition now:

Please keep in mind this cost does not include the time and money you’re spending to find and sell new exhibitors into your show. Nor does it account for the loss of the lifetime revenue value of these companies.

After calculating your cost, you are now at the moment of truth. Here are some important questions to ask yourself…

1. Did the cost of exhibitor attrition in your show surprise you?
2. Do you feel that it’s a lot of money to lose each show?
3. Now knowing your real cost of attrition, are you ok with losing that much money from every show?
4. Is your exhibitor retention 85% or better?
5. Do you have a “proactive” exhibitor retention program in place?
   • If yes, what is it?
   • If no, why not?
6. Do you have an unlimited number of potential new exhibitors in your market?
7. Are you serious about growing or at least preventing your show from declining?
8. Don’t you think it makes good business sense to invest at least little resources into increasing exhibitor retention?

If your attrition cost is high and you’re serious about reducing the cost, please call right now at 800-700-6174 to discuss how we can help.

I promise you no sales pressure. Just a solution-focused discussion about specific ways we can help you reduce attrition from your next show.