Exhibition organizers use statistics to characterize their events both pre- and post-show. Number of attendees and size of the expo floor are the two stats subject to various definitions and therefore are difficult to use when comparing competing events.
“Attendance” is probably the most misunderstood element of trade-show marketing. For example, some show producers consider the word “attendee” to include everyone who attends an event – including exhibit booth personnel, contractors, show organizer staff, and – most importantly – buyers. Organizers often even include pre-registrants who do not actually participate due to illness or unexpected obligations. Of course, many exhibitors do business with other exhibitors, but most booth personnel do not walk the show floor with purchase orders in their pockets. So, when you read that “attendance” was X number, try to clarify what categories of “attendees” are included.
Likewise, claims for the show floor size are often misunderstood or misused. You might read that the exhibition is 100,000 square feet … but is that net or gross footage? And does the number include the registration area, VIP lounge, staff offices, random unsold booth spaces, a food service area and other operational facilities on the show floor? With aisle space necessary to service the show, the key statistic is net square footage, usually meaning actual sold/bartered exhibit space. Gross square footage is often twice as large as net footage. When making your attendance or exhibiting plans, it’s best to compare events based on the net number.
