2. Key Takeaways
How to collect financial data
about your competitors
Key financial benchmarks
for the top 20 association shows
Benchmarking your show against
the top association shows
Trends in attendance, revenue,
exhibitors, exhibit space, cost per square
foot and expenses
3.
4.
5. Collecting Quantitative Data
GuideStar
Paid service
Financial Scan: $2,500 annual subscription
www.guidestar.org
Economic Research Institute (ERI) - 990 Forms
FREE service
www.eri-nonprofit-salaries.com
ASAE Operating Ratio Report
Paid service
$250 for members and $325 for non-members
6.
7.
8. Total association revenue
Total show revenue
Other revenue sources (dues, sponsorships, etc.)
Payments for the top five contractors
Total expenses
Salary and detailed benefit and compensation
plans for key executives
Total salaries and compensation
9. Recent numbers – Most of the data is at least
one year old
Specific line items for producing a successful
association trade show
Profit margins – But you can extrapolate that
percentage by comparing your numbers
15. 20 Largest Assn. Shows All Associations
*Source: ASAE Operating Ratio Report
16.
17. Most Trade Show Revenue Generated
Association Show Revenue
1. International CES $50.8 million
2. CONEXPO-CON/AGG* $50.0 million
3. PACK EXPO $33.9 million
4. NAB Show $29.9 million
5. Offshore Technology Conference $23.3 million
*Distributed over 3 years
18. Largest Trade Show Expenditures
Association Show Expenditures % of Total Revenue
CES $7 million on exhibit hall rental 13.8%
PACK EXPO $6.6 million on exhibit hall rental 10%
SEMA $1.3 million on show management services 7.2%
OTC $2.9 million on contactor services 12.6%
RSNA $741,000 on registration services 3.7%
HIMMS $554,000 on transportation services 2.7%
21. Industry Trends
Revenue:
Top 20 association shows looking to
diversify revenue streams through:
Online
Sponsorships Hosted buyer programs
Partnerships/Co-locations International
Regional events Publications
22. Industry Trends
Cost Per Square Foot:
Attendance growth has outpaced
exhibit space growth
Many will be increasing rates after
keeping them flat during recession
23. Industry Trends
Exhibitors/Exhibit Space:
Customer/dealer meetings held in
conjunction with trade shows
Beyond booth space – offering
sponsorships to non-exhibitors,
speaking opportunities
Strengthen relationships with
bellwether and key accounts
25. Industry Trends
Expenses:
Fixed costs
• Exhibit hall rental and contractor
services may go up slightly,
but no major increases predicted
Variable costs
• Marketing – Going up, more channels
• Research – Some are investing more
26. Industry Trends
Growth Rates:
Real GDP increased 2.2% in 2012
CEIR Index:
2.7% increase in 1st Half of 2012
compared to the same period in 2011
TSE Trending & Spending:
• 2012 Full year: + 3.7% NSF, +3.5% Exhibitors,
+3.7% Attendance, +5.0 Revenue
• 2013 Forecast: +2.8% NSF, +2.8% Exhibitors,
+2.6% Attendance, +5.0% Revenue