Think there should be a ‘Consumer Reports’ for trade shows?  Jim Wurm on the EIC blog thinks so.  And he’s pretty adamant  about it too:

If Consumer Reports can put together comparative product info on products that cost as little as $50, why can’t the trade show industry, with exhibitors who budget in the millions for some shows, have a system that allow our customers to gain comparative market info prior to making their buying decisions?

After all, advertisers/marketers are accustomed to this type of information. Lacking verifiable market data on trade shows one can appreciate why a good percentage of senior marketing executives are more trusting of their television advertising spends than they are of trade show spends. I believe it’s well past the time that this dynamic is changed.

He’s got a point.  And a method.  The post goes on to outline the type of indices that would be used to show the true value of the show.

1. Marketing Index

This index would give exhibitors a broad-based rule of thumb that would let them know the general marketing reach of show participation. And, I believe, this number would be relatively easy to generate.
Marketing Index = Total Verified Buyers / Avg. Total Costs per booth

2. Sales Index

This Index would give exhibitors very specific information on the value of exhibiting based upon sales generated at the show. While more challenging to generate this number, it would be a far more compelling yardstick.

Sales Index = Total Sales / Avg. Total Costs per booth

No doubt, this kind of information would be valuable.  But will it ever happen in a truly transparent way.  Most of Wurm’s examples (Consumer Reports, pissedconsumer.com) are indeed third party.  But they are groups that can independently purchase and test products.  Trade show organizers would have to audit this information themselves or pay someone to do it.  Motivating them to do that will be difficult.

And an audit simply is not a magic bullet.  Exhibiting at a trade show is like advertising.  An audit report will tell you who you are reaching, but it’s up to you to create an effective ad (or booth) to reach that audience in a meaningful way.

Still, Wurm makes a good point.  Trade show organizers need to provide their exhibitors with better information to help them market smarter.  It may not be a magic bullet but it’s long overdue and it will ultimately help most trade shows (and their exhibitors) succeed.

Read all of Jim Wurm’s post here.