In the pre-COVID era of 2019, trade shows and business events around the world recorded record-breaking revenues. Yet, despite this financial success, event exhibitors were not satisfied with their overall experience — and unfortunately, not much has changed since then.

One of the first to highlight this issue was Enrico Gallorini, co-founder of GRS Research & Strategy, who presented data at IEN 2021 showing that exhibitors’ satisfaction levels were alarmingly low, based on a key metric: the Net Promoter Score (NPS).

So, what exactly is NPS — and why does it matter so much for event organizers?

What Is NPS (Net Promoter Score)?

The Net Promoter Score (NPS) is a widely used metric to measure customer satisfaction and loyalty. In the context of events, it’s used to assess the satisfaction of attendees, sponsors, and exhibitors.

At its core, NPS revolves around one simple question:

“On a scale from 0 to 10, how likely are you to recommend this product, service, or event to a friend or colleague?”

Based on their answers, respondents are divided into three groups:

• Promoters (score 9–10): Highly satisfied and loyal participants likely to recommend your event.
• Passives (score 7–8): Moderately satisfied but less loyal.
• Detractors (score 0–6): Dissatisfied individuals who may damage your event’s reputation through negative reviews or word of mouth.

The NPS is then calculated by subtracting the percentage of detractors from the percentage of promoters, resulting in a score that ranges from -100 (all detractors) to +100 (all promoters).

Why NPS Is So Important?

The Net Promoter Score is directly tied to growth. When your existing customers (or exhibitors, in this case) actively recommend your event, it becomes easier to attract new ones.

In the event industry, higher NPS scores are correlated with stronger growth across all key performance indicators — from exhibitor retention to attendee engagement and sponsorship revenue.

The NPS of Event Exhibitors

According to data presented by Gallorini, based on 2,500,978 survey responses from 938 global B2B trade shows, the results were as follows:

• Consumer Visitor NPS: +21
• Trade Visitor NPS: +7
• Trade Exhibitor NPS: -17

This means that even though 90% of 2019’s event revenue came from exhibitions, they were the least satisfied group.
In fact, 41% of exhibitors were classified as detractors, showing a significant dissatisfaction level.

Given exhibitors’ vital contribution to trade show revenue, it’s crucial to understand the reasons behind this low NPS and identify effective solutions to improve their satisfaction and loyalty.

Why Do Exhibitors Have a Low NPS?

Facendo riferimento al Global Exhibitor Insights Report di UFI ed Explori, identifichiamo le cause dellAccording to the Global Exhibitor Insights Report by UFI and Explori, the main causes of exhibitor dissatisfaction are:

Limited support:
Exhibitors often feel unsupported and unable to make the most of their participation.

Overall event experience:
Exhibitors reported issues with stand prices, visitor quality, booth traffic, and overall attendee numbers.

Difficulty achieving objectives:
Many exhibitors struggle to meet their goals, especially lead generation and meeting new clients. Common reasons include:

Misalignment between visitor and exhibitor objectives

Poor exhibitor advocacy or preparation

Lack of measurable results:
Exhibitors find it hard to evaluate ROI or receive performance feedback, creating frustration and a lack of trust toward organizers.

Satisfaction:

Once the causes are clear, organizers can take specific actions to raise their NPS and retain exhibitors for future events.

Here are the most effective solutions:

• Focus on visitor quality, not just quantity:
  Increasing attendance alone won’t improve satisfaction unless exhibitors can create meaningful connections.
• Increase exhibitor visibility:
  Offer virtual booths and digital showcases where exhibitors can share content and attract more visitors.
• Use matchmaking tools:
  Intelligent AI matchmaking (like that provided by LetzFair) helps connect exhibitors with the right prospects, boosting booth traffic and goal achievement.
• Offer pre-event training and continuous support:
  Help exhibitors refine their strategy and advocacy skills through workshops or personalized guidance before and during the event.
• Encourage innovation:
  Motivate exhibitors to launch new products or services during the event — it enhances engagement for both visitors and exhibitors.
• Collect data and feedback:
  Use surveys, live polls, and post-event forms to measure performance and satisfaction, identifying improvement areas for future editions.

By using an event management app like LetzFair, organizers can manage every phase of the exhibition — from planning to execution — while improving the NPS and satisfaction of both exhibitors and participants.

Another Key Factor Affecting NPS

The Exhibit Leader Insights Report 2023 revealed another major factor influencing exhibitor NPS: the rising cost of participation.

Increased expenses have become the top decision factor when exhibitors consider whether to attend a trade show.
As a result, many are reducing budgets and focusing only on high-priority, high-ROI events.

This shift poses a challenge for both exhibitors and organizers, but collaboration can make a difference.

Organizers can help exhibitors by:

Providing insights that highlight the long-term value of participation.

Offering cost-optimization strategies,

Sharing historical ROI data and performance metrics,

Conclusion

Event exhibitors play a crucial role in the financial success of any trade show.
That’s why organizers must pay close attention to their satisfaction levels and take action to build long-term loyalty.

The Net Promoter Score (NPS) is an essential tool to measure that satisfaction.
If your NPS is low, it’s a signal to rethink your strategy — and platforms like LetzFair can help you improve exhibitor experience, strengthen engagement, and turn detractors into promoters.