We have compiled the following benchmarks from various sources, including IAEM (2002), SISO (2001), and targeted surveys by Michael Hough (2002):
Gross Profit: Total show profit (not including G&A – indirect salary and overhead) divided by total revenue (exhibit sales + conference/attendee + sponsorships).
All shows = 57%; large shows (over $3 million) = 64%; small shows under $1 million) = 57%
Note: G&A is 6% for large shows and 12% for small shows. Subtracting that figure gets to net profit.
Exhibit sales – 72% (IAEM), 77% (SISO)
Conference/attendee – 18% (IAEM), 10% (SISO)
Sponsorships – 9% (IAEM), 10% (SISO)
Revenue per Employee: Total revenue (see A) divided by full time (or equivalent) salaried employees: $470,000.
Promotion Cost per Attendee: Direct promotion costs (excluding G&A - indirect salary and overhead) divided by either total registration or verified attendance.
Per registered attendee: $33.65; per verified attendees: $52.93
Note: survey done in 2000; figures post 9/11 are likely higher.
Verified Attendees: Those who show up
Per booth unit (10x10): 10.5 (SISO)
Verification rate: 52% (SISO); 72% (IAEM)
Note: we are going to be taking some targeted benchmark surveys over the next few months. If you would like to participate, please let us know (firstname.lastname@example.org).