Ask for a show audit
When you get your next show prospective and there is no certified audit of attendance statistics, ask why and demand that show management offer audited stats. With an increased demand upon exhibitors to justify their attendance at events and the need to measure results -- return on investment and return on objectives -- you deserve good statistics upon which to evaluate events. Don't get caught quoting an inclusive attendance number that may include non-buyers. More than 90 percent of TSEA members reported desiring an independent audit of show statistics to verify attendance. Lobby your show management if they are not auditing attendance and making that available to you.