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There are 10,000 attendees at the show, but how many of them should you expect to reach with your exhibit? Here is a quick formula for calculating this figure:

Determine the perc entage of high-interest attendees at the show. To do this, multiply the net attendance (excluding media, exhibit personnel, spouses and students) by the show's Audience Interest Factor. (AIF is the percentage of the total audience that visits two out of every 10 exhibits.) AIF varies by show. However, if you can't get an AIF figure from show management, use the all-industries average of 44 percent. For this example, we'll say the show's net attendance is 33,000 and the show's AIF is 44 percent. Thus, the number of high-interest attendees is 14,520 (33,000 x .44 = 14,520).

Next calculate the size of your potential audience. To do this, multiply the number of high-interest attendees by the percentage of attendees who indicate a high level of interest in seeing your particular type of product. If data on product interests is not available from show management, use the all-industries average of 16 percent. Based on the previous calculations, if the number of high-interest attendees at a show is 14,520 and the interest factor for your product is 16 percent, then your potential audience is 2,323 (14,520 x .16 = 2,323).