Using Event Audits to find the show that is best for you

1. Using Event Audits to findthe show that is best for you • This Webinar will begin at 3:00PM • You will hear no sound until the Webinar begins • You can download slides and handouts at www.bpaww.com/webinar

2. Speakers • Glenn Hansen, President and CEO, BPA Worldwide • Glenda Brungardt, Tradeshow/Event Manager, Hewlett Packard • Melinda KendallVP/GM LinuxWorld, IDG World Expo • Skip CoxPresident, Exhibit Surveys Inc.

3. More specifically – HP’s use of audited data/survey information • A third party audit allows me to have the confidence that show management is delivering the audience they sold me on • Provides consistency in how the numbers are reproted • Helps me understand the “ real health” of the show • Helps me understand the geological distribution of the audience • Unaudited shows allow me to assume that the published attendance figures are inflated • Audits add credibility and makes the decision to exhibit easier • I am more likely to purchase promotions and sponsorships when the numbers are substantiated

4. More specifically – HP’s use of audited data/survey information • This data impacts investment of show - might not affect decision to go but impacts total investment • Preshow • At show • Post show • With audited numbers, I can more accurately calculate ROI/ROO from an event and better understand our audience • Helps me determine the value we derive from our participation • Helps determine what we need to show

5. BUT….. • The measurement of return on investment (ROI) and return on objectives (ROO) is up to me as an exhibitor. If I am not able to measure and document this then HP’s decision for future participation may be jeopardized. • I still need a thorough understanding of HP’s: • Positioning • Messaging • Target Audience(s) • Right message to wrong audience = useless

6. Standard Audience Verification • Over the past few years there has been a limited push in the IT industry • CEMA (the Corporate Event Marketing Association) help spread the word about the effort to make standardized independent audits the de facto standard audience verification process in the technology trade show industry • Lee Knight – Exhibitor Magazine has launched an effort recently in his editorial

7. ASK! • ASK show management for audits. • Organizers want to know what they can do differently to sell shows. • Many show organizers don’t believe audits are important to exhibitors because they are not requested. • Thank show management when audits are provided. • Use them to your benefit and to help track business impact.

8. The organizer perspective: Why we audit • Database accuracy • Relationship building • Sales tool • Competitive advantage Credibility

9. Accurate Database • The audit confirms what the database has • Garbage in, garbage out • Requires: • Pre- and at-event registration • Reliable verification process • Useful demographic questions

10. Relationship building • Trust • Full Disclosure • Complete overview

11. Ongoing trusted relationship Three steps in building partnership: • Pre-show: discuss pre-reg trend • At show: update, “pending audit” • Post-show: opportunity to close the loop with event details Expectation management

12. Sales tool • Publishing and discussing the wealth of data collected in registration: • Title • Job Function • Size of company • Purchasing role • Product interest • Geography

13. Sales training • Great tool to focus sales people • Value of event • Specifics of audience • Helping exhibitors find their target • Re-shapes sales dialog • Who are you trying to reach? • How can we help you reach them?

14. Competitive Advantage • Positioning in market • The trusted event • The forthcoming event • Consultative selling • Relationship building • Don’t want to be the event that does not audit

15. ASK! • ASK show management for audits. • Organizers want to know what they can do differently to sell shows. • Many show organizers don’t believe audits are important to exhibitors because they are not requested. • Thank show management when audits are provided. • Use them to your benefit and to help track business impact.

16. ROI Tool Kit • New web-based planning and measurement tool to: • Determine if exhibiting is justified • Determine investment level required • Measure performance • “Tool”, not an exact science • http://roitoolkit.exhibitsurveys.net

17. Benefits to Exhibitors • Establish the value of the show to assist in show selection and investment decisions • Understand make-up of target audience better to plan more effective exhibits • Identify opportunities for improving performance and generating more leads - improve ROI & ROO • Justify investment in show to management • Compare consistently across shows – develop benchmarks of performance

18. Benefits to Organizers • Reduce attrition rates of exhibitors – attrition rate averages 20%* (some shows much higher) • Consult /”partner” with exhibitors to identify ways of maximizing their ROI • Identify potential new revenue and cost-cutting opportunities * Source: Trade Show Week Custom Research