Understanding Traffic Density - Yikes! What is that? Some helpful thoughts.

Traffic density may not be easy to understand at first glance. While working on this problem I came up with some useful additions to the concept.

I was answering a question for a colleague that centered on understanding traffic density numbers (as provided by Exhibit Surveys in their show research). Exhibit Surveys provides what I consider to be definitive benchmark data on trade shows as it is derived from good solid primary and secondary research.

First off, Exhibit Surveys defines traffic density as: "the number of attendees per 100 square feet of exhibit space" available at an exhibition.

The average across all shows for 2007 was 2.3. The top ten shows measured in 2007 ranged between 2.9 and 8.4, a very wide range. (Source Expo Web Marketwatch: Trade show attendee benchmarks - http://www.expoweb.com/Benchmarks_Research/2008MayMarketwatch.htm)

The formula is:

Traffic Density (TD)= N x tv x 100/A x ts

Where:

N = Net Attendance = _____ (excludes exhibitors, press, and staff)
A = Total exhibit space = _____ net sq. ft.
tv = Average time attendees spent at the exhibits = ___ hours
ts = Total hours the exhibits were open = ___ hours

This calculation takes into account how many people are in the halls, for how long, spread among a number of exhibitors.

But how many visitors on average does this translate to for an exhibitor? That is the question I am most often asked. Here is a simple way to take a traffic density number and turn it into an average visitor count:

Take the traffic density number, say 2.3 visitors per 100 square feet of exhibit space, and multiply it times the average number of exhibits seen per hour, (I don't recall seeing this number currently used or reported so you may have to estimate from your own observation, or ask show management.) That gives you the average number of visitors/ hour/ 100 square feet. For example: a 2.3 traffic density x average of 4 exhibits visited per hour = 9.2 average visitors/hour/100 sq. ft.

Multiply that times the total number of exhibition hours, and you get the average number of visitors/100 sq. feet/ show. Example, if the total number of exhibition hours is 24, then the average number of visitors / 100 sq ft. would be 221 (9.2 x 24) for the show! Remember, these visitors are "net" of exhibitors and other untargeted personnel.

Caution!!! a bigger exhibit does not necessarily mean more visitors, and there is a limit to how many visitors are available, regardless of how attractive you are.

My direct observations through client evaluations indicate visitors go to 3 – 4 exhibits per hour and 21 – 32 exhibits per show. (7 to 8 hours in the exhibition x 3 to 4 exhibits per hour.) Exhibit Surveys many have more definitive data on these variables.

Exhibitors are most interested in estimating the traffic they can expect. Mercenary aren’t we! I hope this helps understand an important concept and to get a little more value from it.

Regards,

Ed

Call me if you have questions or to discuss. +1.770.391.0015. edjones@constellationcc.com