Tip 116: Benchmarks

We have compiled the following benchmarks from various sources, including IAEM (2002), SISO (2001), and targeted surveys by Michael Hough (2002):

  1. Gross Profit: Total show profit (not including G&A – indirect salary and overhead) divided by total revenue (exhibit sales + conference/attendee + sponsorships).

  2. Revenue Breakdown:

  3. Revenue per Employee: Total revenue (see A) divided by full time (or equivalent) salaried employees: $470,000.

  4. Promotion Cost per Attendee: Direct promotion costs (excluding G&A - indirect salary and overhead) divided by either total registration or verified attendance.

  5. Verified Attendees: Those who show up

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 (mhough@ntplx.net).