Hello…I’m an Exhibit Sales Case Study

During my time as an Exhibit Sales person and Exhibit Sales Manager, my goal was to build relationships, produce revenue and make sure the team was selling effectively (but not always efficiently). Understanding trends and analyzing my data was not at the top of my list. I felt like I didn’t have the time or resources..

Enter the Exhibitor Scorecard. A simple tool that delivers big intel.


How does it work? 

Gather the following exhibitors into 3 buckets:

  1. 10 “small booth” exhibitors at your event. (S)
  2. 10 “medium booth” exhibitors at your event. (M)
  3. 10 “large booth” exhibitors at your event. (L)

Take (4) Data points for each:

  1. Total Net Sqft for each
  2. Total revenue for each
  3. Total paid registrants for each
  4. Total registration revenue for each




Gather the above for two consecutive years of your event. If you can do it for 3-5 years even better. Now let’s start with only 120 data points for each year.

STEP # 1—-Define the average net square feet my S,M,L exhibitors are taking year-over-year (y-o-y).


GUT INTEL: You’ll find out your conversion ratio here. What does it mean, revenue or sqft wise, if I upgrade an exhibitor from S to M or M to L? You will also find out what your y-o-y trend is and what the “sweet spot” is for your exhibitor base. Do they prefer M sized space? Are they gravitating towards a smaller space? 

STEP # 2—Explore the avg revenue your S,M,L exhibitors are producing as both an exhibitor and paid attendee.


GUT INTEL: Now we know how much each exhibitor means to my organization as a company, not just via exhibit fees, but also their paid registration fees. Is spending flat? Are my L exhibitors spending less?

STEP # 3—Avg per sqft price for S,M,L exhibitors based on exhibit rate and registration.


GUT INTEL: Your smaller exhibitors should be paying the highest rate, in theory, as they receive less “complimentary registrations” or other value adds, than large exhibitors. But if your large exhibitors are paying more than everyone, you may have a pricing hurdle. At least you now know how to combat it.

Now what can I do with the intel?


  • Competitive intelligence and posturing to relate to other exhibitors that X amount of their peers are expanding their presence at your event over X years.
  • Risk mitigation so you don’t lose your larger exhibitors due to their realization that the “economics” of your event do not make sense for them.
  • Marketing power: Ask your marketing team to help promote the value of being a large or medium size exhibitor at your event. 

This is only 30 exhibiting companies. Try doing it for 300 companies. 

Hello…I’m a case study.

I had the time and the resources. I just needed to put pen to paper and find the trends to leverage my historical exhibitor data into sales revenue.

Now where’s my scorecard…


**Images by: Alvimann, mconnors, hrustall and wintersixfour