It’s useful to gather the percentage of exhibitors retained in the current year, but you must dig deeper to truly understand the behavior of your event(s). The Exhibitor Retention Analysis in StAR enables you to do just that.
Significant shifts in retention rate, specific categories, and changes in NSF from YOY of your new exhibitors can give you significant insights into the dynamics of your industry.
Understanding where your new exhibitors are coming from, what categories they represent, and which ones are returning – these are indicators of underlying current industry shifts that can either challenge or help your event grow in the future.
Below is an example of a deeper, multi-year analysis of exhibitor retention.
This analysis pinpoints:
1. The retention from the returning exhibitors in the previous year (blue to blue), and
2. The retention from the new exhibitors in the previous year (green to blue).
If your new exhibitor retention YOY from either of the two sections is low over the years, you'd want to determine which select categories are the exhibitors fleeing from or flocking to at your current event.
More to explore:
- Blog Article: Getting to the Bottom of New Exhibitor Retention