If You Knew Your Show Was Letting $270,000 or More Walk Right Off Your Floor… Every Show… Wouldn’t You Want To Do Something About It?
The average tradeshow loses $270,000 in revenue from just one show due to exhibitor attrition. And this does not include the additional cost to replace lost exhibitors or the future revenue lost from those exhibitors
You’ve got a lot to gain by increasing retention by just a few percentage points, and we can help!
If you’re wondering where the $270,000 cost of exhibitor attrition came from, here’s the math:
- Average Show: 450 exhibiting companies
- Retention Rate: 76% = 342 exhibiting companies return
- Attrition Rate: 24% = 108 exhibiting companies do not return
- Single Booth Space Cost: $2,500
- Cost of Exhibitor Attrition: $2,500 x 108 non-returning exhibitors = $270,000
Since this is only an average, go ahead and calculate YOUR cost of exhibitor attrition:
Please keep in mind this cost does not include the time and money spent to find and sell new exhibitors into your show. Nor does it account for the loss of the lifetime revenue value of these companies.
So ask yourself…
- Did the cost of exhibitor attrition in your show surprise you?
- Do you feel that’s a lot of money to lose each show?
- Now knowing your cost of attrition, are you OK with losing that much money?
- Do you have a “proactive” exhibitor retention program in place? If no, why not?
- Do you have an unlimited number of potential new exhibitors in your market?
- Is it important to you to grow your show or at least prevent your show from declining?
We believe it makes good business sense to invest a little of the show’s resources into improving exhibitor retention, don’t you?