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The CENTREX Experience

The CENTREX Experience. Reliable exhibition statistics (auditing) Measuring (and merits of) values Certification and publishing of data. B asic reasons. N eeded sales points N eeded to show we excel We are better, our data are transparent, clear, comparable

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The CENTREX Experience

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  1. The CENTREX Experience Reliable exhibition statistics (auditing) Measuring (and merits of) values Certification and publishing of data Károly NAGY Bologna, July 3, 2002

  2. Basic reasons • Needed sales points • Needed to show we excel • We are better, our data are transparent, clear, comparable • THEY CONSTITUTE CERTIFIED VALUES Károly NAGY Bologna, July 3, 2002

  3. Data are important • To measure / present market values (like other media) • To show what the investment brings out of the expenditure Károly NAGY Bologna, July 3, 2002

  4. The Values • Number of (paying) Exhibitors • (paid up) Size of the Show • Number of Visitors • Quality of the Show • Visitors • Exhibitors Károly NAGY Bologna, July 3, 2002

  5. How to Prove • Outside – third party – assurances • Auditing by internationally recognised firm • not the regular financial auditor Károly NAGY Bologna, July 3, 2002

  6. What to doin-house • Train own staff • Make them understand why is it important • Establish suitable incoming documents • Establish suitable own EDP solutions Károly NAGY Bologna, July 3, 2002

  7. What to do ex-house • Educate exhibitors to understand criteria • Properly fill in suitable application forms • A long process • You might not be arrogant, pushy Károly NAGY Bologna, July 3, 2002

  8. Assurance for auditing company • Application form is suitable for easy processing • EDP is suitable for the purpose and unintrusable • Output EDP provides for their auditing • To know what we intend to use (in marketing communication, positioning) Károly NAGY Bologna, July 3, 2002

  9. Do not forget! • These documents are of financial character • It is best done by professional financial auditing company • However, not a usual financial controlling • It is needed only for generating transparent, creditworthy marketing arguments, sales points! Károly NAGY Bologna, July 3, 2002

  10. The CENTREX Story • Similar situation, similar challenges • Joint answer to an urgent need • Trust and experience • Taking what was available elsewhere Károly NAGY Bologna, July 3, 2002

  11. CENTREX use of audited statistics • Use in all our marketing communication: brochures, comparisons, press work, aggregate statistics • Publicise in the countries and internationally • Brochures help unfamiliar company make right decisions (about a first participation) • Guidance for foreign trade associations, chambers (to recommend right shows to members) Károly NAGY Bologna, July 3, 2002

  12. Qualification and Certification • Statistics and research • Qualification starts with tested uniform categories, understanding • Certifiable and certified • Publicity of certification Károly NAGY Bologna, July 3, 2002

  13. Quality data on exhibitions • Research among exhibitors • part available before the show - certifiable • subjective opinions during/after show • Research among visitors • Sample vs. registration • smaller investments - higher optimism Károly NAGY Bologna, July 3, 2002

  14. CENTREX geographics Károly NAGY Bologna, July 3, 2002

  15. Thank you for attention • We are available at: CENTREX International Exhibition Statistics Union BUDAPEST EXPO tér 1. Phone/fax: +36-1-2636368 E-mail: info@centrexstat.org Or visit: www.centrexstat.org Károly NAGY Bologna, July 3, 2002

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