Actual statistics, as well as patterns over five years, provide guidelines. Calculate percentage changes for each category for the past five years. Formal and informal communication with exhibitors and attendees yields important information, as well. From post-show surveys to casual conversations, a show manager can learn what's on their minds and driving their behavior. In addition to asking about this year's show experience, question them about their future plans with reference to your show, competitive shows, alternative marketing opportunities, and technical and economic trends in the industry.
Query attendees about their buying plans and anticipated purchasing budgets.
Talk to exhibitors about new product introductions and projected sales. For additional insight, remember to survey no-shows and people who did not register. It may also take more than a year to see a positive effect in the numbers. The show has continually featured exhibitor conference rooms on the show floor. But in 1992, there were only 150 companies represented on the show floor, while 300 were setting up in hotel suites.