Market research is one of the most valuable selling tools a show organizer has.  Up to the minute, accurate market data arms you with the type of valuable information you need to ‘sell’ your show to potential exhibitors, including who is attending your show, how well your exhibitors did at last year’s show, and what type of sales numbers resulted from participating in the event.  Savvy exhibitors -- those that can contribute meaningfully to the success of your show -- will want to know this type of information.