May 2005
Marketwatch: Trade show attendee benchmarks
Annual report on trade show attendee benchmarks reveals density on the show floor and buying plans are on the rise; attendee buying influences remains strong
By Danica Tormohlen
The average traffic density score (which measures the number of attendees per 100 square feet of exhibit space) increased from 2.0 in 2003 to 2.2 in 2004, according to a report by Red Bank, NJ-based Exhibit Surveys Inc. Attendees spent an average of 8.6 hours on the show floor in 2004, compared with 8.9 hours in 2003. In addition, attendees spent an average of 2.4 days visiting exhibits, compared with 2.3 days in 2003.
“The two most positive metrics are the increase in traffic density and the uptick in buying plans,” says Ian Sequeira, Vice President of Exhibit Surveys. “Traffic density is an indication of the activity level on the show floor. It’s always good to see that metric go up.”
The report, compiled from 48 shows in varying industries — such as the medical field, communications or manufacturing — provides statistical data on attendee buying power. It also tracks the quality of attendees and their activity at shows. Among the survey highlights:
• Buying influences remains strong. The number of attendees at trade shows with the ability to influence buying decisions (recommend, specify or purchase) increased slightly to 84 percent, compared with 83 percent in 2003.
• More than half of attendees will buy this year. The number of attendees planning to make a purchase in the next 12 months increased slightly from 54 percent in 2003 to 55 percent in 2004.
• More first-time attendees. The number of first-time attendees increased from 30 percent in 2003 to 32 percent in 2004.
• Exhibitors meet new prospects at shows. In 2004, 84 percent of attendees who visited an exhibit had no contact with that company within the previous 12 months.
Danica Tormohlen is Editor of EXPO. She can be reached at 913-344-1303 or e-mail: dtormohlen@ascendmedia.com.
* 48% with no answer
Total buying plans
Percent of attendees planning a purchase within 12 months of
show |
Net Buying Influences Percent of attendees with buying power (final say, specify or recommend) |
Average hours
Amount of time an
average attendee
spends visiting exhibits
|
New Prospects for Exhibitors
Percent of a booth’s visitors who haven’t had any contact with that company within the previous 12 months |
Traffic Density
Number of attendees occupying every 100 square feet of exhibit space |
This report is based on the results of attendee surveys conducted by Red Bank, NJ-based Exhibit Surveys Inc. for 48 shows held in 2004. (For a complete list of surveyed shows, go www.expoweb.com.) Each survey was administered by mail or e-mail shortly after each show. For each survey, a systematic probability sample of about 1000 to 7500 attendees was taken from the registration list at the close of the show. In most cases, exhibit personnel were excluded from the sample. The survey group was sent a detailed questionnaire, a personal cover letter and an incentive for completing the survey, ranging from a $1 bill to a chance to win a cash prize. A per-show response rate of 10 percent to 30 percent was typically obtained.
Buying Power
Buying power stays strong. The number of attendees at trade shows with the ability to influence buying decisions (recommend, specify or purchase) and the number of attendees planning to make a purchase in the next 12 months has held steady over the past five years, despite swings in the economy.
Time speant at show
Attendees spend more days, fewer hours at shows. Average days spent at shows has increased slightly over the last five years, while average hours spent at shows has decreased one hour — from 9.6 in 2000 to 8.6 in 2004.
Attendee profile
More first-time attendees. The number of first-time attendees increased from 30 percent in 2003 to 32 percent in 2004.
Attendees still willing to travel. Despite inconveniences related to travel, 59 percent of attendees travel more than 400 miles for shows, down from 64 percent in 2003.
What percentage of booth visitors are not current customers of exhibitors?
84% of attendees who visited an exhibit had no contact with that company within the previous 12 months
How well do exhibitors attract and engage potential customers?
79% attract their potential customers
46% make face-to-face contact with their potential customers
How much do exhibitors spend to reach a potential customer?
$116 to attract a potential customer
$195 to make face-to-face contact with a potential customer
How qualified are attendees?
82% of booth visitors are interested in the product or service displayed
49% of booth visitors plan to buy the exhibitor’s product or service within the next 12 months
77% of booth visitors have buying influences for the exhibitor’s product or service
How well do attendees remember exhibits?
79% of attendees say they remember specific exhibits
You’ll find this exclusive Web-only content:
• Top 10 lists of the shows with the highest traffic density, shows with the highest net buying influences, and shows with the highest total buying plans
SHOWS WITH THE HIGHEST NET BUYING INFLUENCE 2004
1. Infocomm -- 96%
2. NACS Retailer -- 96%
3. NAB -- 94%
4. Exhibitor Show -- 93%
5. CAMB -- 93%
6. Motivation Show -- 92%
7. ACFAS -- 91%
8. CarCareWorld -- 91%
9. WOCN -- 90%
10. RSNA -- 90%
SHOWS WITH THE HIGHEST TOTAL BUYING PLANS 2004
1. NACS Retailer -- 82%
2. CES -- 80%
3. PMA(Photo) -- 74%
4. RSNA -- 75%
5. NAHB -- 73%
6. Infocomm -- 72%
7. ASCRS -- 69%
8. Motivation Show -- 68%
9. KBIS -- 67%
10. NatProdsEast -- 66%
SHOWS WITH THE HIGHEST TRAFFIC DENSITY 2004
1. NAHB -- 4.2
2. N+ILV -- 3.9
3. IBBS -- 3.5
4. APMA -- 3.5
5. Infocomm -- 3.3
6. NAB -- 3.1
7. CES -- 2.9
8. NatProdsWest -- 2.9
9. CTIA -- 2.9
10. NRA -- 2.9
• Formula to calculate traffic density
| Traffic Density (TD)= |
N x tv x 100
A x ts |
| Where: |
N = Net Attendance = _____ (excludes exhibitors, press, and staff)
A = Total exhibit space = _____ net sq. ft.
tv = Average time attendees spent at the exhibits = ___ hours
ts = Total hours the exhibits were open = ___ hours |
• A complete list of shows surveyed
2004 SHOWS
2004 ALA Annual Conference
2004 AWWA ACE
2004 FSCT International Coatings Expo (ICE) and Technology Conference
2004 International Boston Seafood Show (IBBS)
2004 STS Annual Meeting (Society of Thoracic Surgeons)
2005 International CES (Consumer Electronics Show)
49th Annual CMBA Convention (California Mortgage Bankers Association)
ACOG 52nd Annual Meeeting (American College of Obstetrics and Gynecologists)
AIIM/OmDemand 2004 Expsition & Conference
American Academy of Pediatrics National Conference and Exhibition
American College of Cardiology 53rd Annual Meeting
American College of Foot & Ankle Surgeons 62nd Annual Scientific Conference
American College of Surgeons 90th Annual Clinical Conference
American Podiatric Medical Association 2004 Annual Scientific Meeting
American Urolological Association 99th Congress
AORN 51st Congress
ASCRS 2004 Symposium and Congress (The American Soceity of Cataract and Refractive Surgery)
Car Care World Expo
CLEO/IQEC 2004
CTIA Wireless I.T. & Entertainment 2004
Exhibitor Show 2004
HIMSS Annual Conference and Exposition
IFT Annual Meeting & IFT Expo®
INFOCOMM International
Instrument Society of America(ISA) 2004
International Builders’ Show®
MINExpo International ® 2004
NA 2004 Material Handling and Logistics Trade Show
NAB2004
National Association of Convenience Stores Annual Meeting & Exposition
National Restaurant Association, Hotel-Motel Show
Natural Products Expo East
Natural Products Expo West
Networld+Interop Las Vegas
OFC:04
PMA 2004 (Photomarkeing Association)
PMA 2004 Fresh Summit
Radiological Society of North America's 90th Scientific Assembly & Annual Meeting
SC2004 High Performance Computing, Networking and Storage Conference
SNM's 51st Annual Meeting
SUPERCOMM
The 17th Symposium on Advanced Wound Care & Medical Research Form on Wound Repair (SAWC)
The 2004 Marketechnics Show®
The FMI Show
The Kitchen & Bath Industry Show + Multihousing World
The Motivation Show
WEFTEC.04 (Water Environment Federation)
Wound, Ostomy and Continence Nurses Society 2004 Annual Meeting
• Trade Show Attendee benchmark articles/reports (2000-2004)
2004 -- http://www.expoweb.com/Benchmarks_Research/June_2004_2003_Trade_Show_Attendee_Benchmarks.htm
2003 -- http://expoweb2.pubdyn.com/Benchmarks_Research/2003attendeebenchmarks10720.pdf
2002 -- http://expoweb2.pubdyn.com/Benchmarks_Research/2002tradeshowattendeebenchmarks30642.pdf
2001 -- http://expoweb2.pubdyn.com/Benchmarks_Research/feature234.htm
EXPO Magazine has partnered with Exhibit Surveys Inc. to conduct the Marketwatch surveys and report the results. For more information about Exhibit Surveys, visit www.exhibitsurveys.com or call 800-224-3170.
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