The Value of Independent Audits: Using Audit Reports as Sales/Marketing Tools

1. The Value of Independent Audits: Using Audit Reports as Sales/Marketing Tools John Mikstay, CEM BPA Worldwide ADEXA Abu Dhabi Exhibition Academy

2. “We feel that auditing our events helps build much stronger and more trusting relationships with our customers. Not only do we provide credible, authoritative data after the event, but knowing that we will be telling the truth post-event opens up new opportunities to partner with customers pre-event as well.”- BRAND VP, IDG WORLD EXPO

3. Topics Covered This Session: • Value of audited data for stakeholders • Using the report as a sales/marketing tool • Understanding the event audit report • The differences between ROO & ROI • Audited data and planning investment • ROI Toolkit and Equations for Evaluation • Brand reporting • Resources for help

4. Economic Impact and Marketing • In a down economy,most executives know to stay current with new products and services, andto continue investing for the future. • Exhibiting/advertising in a down economy creates a competitive advantage.Most executives agree that they: • Feel more positive about the company’s commitment to its products and services • It also keeps those companies top-of-mind when purchase decisions are made

5. “Unaudited shows allow me to assume that the published attendance figures are inflated.” Glenda Brungardt, Tradeshow/Event Manager, Hewlett-Packard

6. How Do We Use The Data? • Consultative Sales: • Renewals • Bellwether Clients (current & cancelled) • New Clients • Show Value: • Audience Quality • Segment Growth • Investment Validation: • Create Measurement Metrics Organizers Exhibitors

7. Value to Show Organizers • Consult with exhibitors to identify ways of maximizing their potential ROO / ROI • (Raise level of professionalism of sales and marketing staff) • Identify potential revenue streams with exhibitors by identifying opportunity lost and converting this to opportunity gained! Partnership… • Database accuracy – internal quality control; potential revenue stream • Plan and market the exhibition more effectively - growth • Industry Best-Practice – Transparency…

8. Value to Exhibitors (Brand Marketers) • Provides investment validation • Creates confidence and trust in show management • Dispels suspicion of the effectiveness of shows • Third-party data allows for effective target marketing – knowing the quality of audience • Objectives and outcomes are now data-based • Marketing dollars spent wisely through understanding audience demographics & geographic make-up

9. Value to Venues • Provides trust in venue use negotiations • Creates partnership with show management • Dispels suspicion of the accuracy of show data • Transparent Quality Assessment Process • CVB stakeholders can plan more effectively for EI • Marketing dollars spent wisely over time through understanding audience demographics & geographic make-up

10. Outcomes & Determining Performance • Audits provide reliable data to compute metrics(Garbage In, Garbage Out) • Planning (space size, # of staff, investment ) • Reach • Staff Performance • ROO and potential ROI • Develop your own benchmarks by computing and recording metrics on each show

11. Importance of Measurement That which can be measured can be improved • Measure Return on Objectives or Return on Investment to justify budgets • Provide decision-support information to enhance strategic and tactical decision-making • Identify strengths and weaknesses to improve performance

12. POTENTIAL AUDIENCE • Messaging • Leads • Sales/Prescribing Habits • PR • Brand Enhancement • Awareness Building Exhibit Performance Model EXHIBIT ATTRACTION • Exhibit Size • Promotion • Awareness/Perception • Products Exhibited • Design/Graphics • Attention-getting Techniques EXHIBIT EFFICIENCY(Person-to-Person Contact) • No. of Staff • Staff Performance • Profile of Staff • Staff Knowledge • Training RESULTS

13. Is Exhibition Participation Justified? • Factors to be considered: • Profile of largest exhibitors and sponsors • Profile and history of competitors exhibiting • Trends in attendance (health of show) • Geographical distribution of audience • Traffic Density • Size and Value of Potential Audience at Show

14. ROI Tool Kit • Web-based tool: http://roitoolkit.exhibitsurveys.net/Home/Welcome.aspx • Intended users: organizers and exhibitors (primarily for small/medium exhibitors) • Intended use: • Evaluate show potential and value – is exhibiting justified? • Plan to maximize potential and ROI – what level of investment is required and justified? • Measure reach of exhibit and potential for ROI • “Tool”, not an exact science

15. What’s My Target Market? Estimating Size of Potential Audience at Show: Net Attendance Target Audience (demographics from audited data) x % Interested x (product interest from survey) b = Potential Audience 3,781a 1,776 .40 710 • Excludes exhibitor personnel, press, speakers • Used 40% interest in servers and server management

16. What Investment is Justified? • Number of personnel needed: • Potential Audience ( ) Avg. No. of Vis./Hour ( ) = Total Show Hours ( ) 710 36 20 Avg. No. of Vis./Hr. ( )No. of Pers. Needed ( ) = Salespersons Rate/Hr. ( ) 36 5 7

17. What Investment is Justified? Amount of exhibit space needed: Open Space ( ) = No. of Personnel ( ) x 50 sq. ft. Total Space ( ) = Open Space ( ) + Occupied Space ( )

18. What Investment is Justified? Amount of exhibit space needed: Open Space ( ) = No. of Personnel ( ) x 50 sq. ft. Total Space ( ) = Open Space ( ) + Occupied Space ( ) 250 5 250 400 150

19. Measurement Conclusions • Show attendance drives brand metrics that drive purchase intent that ultimately leads to purchase behavior • Trade shows contribute to both customer retention and customer acquisition • Trade shows have a unique viral effect. They influence the visitors, large numbers of whom also influence their peers, something that most advertising does not do. Trade show reach calculations should go beyond just attendees. • Brand reporting becomes critical factor for relational information between marketing platforms to communicate that reach * Several conclusion points from presentation to PCMA by Skip Cox of Exhibit Surveys – 2008 meeting

20. Influences shaping the future: Today's consumers are increasingly mobile, less loyal, and more schizophrenic (multiple media consumption patterns). Consumer – Constantly on the move “Wider Horizons”, PubliGroupe

21. As A Result… “Fragmentation will demand far more complex multimedia solutions, and the media will have to be far more willing to demonstrate value for money.” • Mike Jarvis, Media Director, Banner Group

23. The New Reality • Expanding print brand opportunities • Integrating brand portfolios • Demand for more intelligence • Measurement of these new vehicles

24. Resulting In… • Multi-platform, cross-media publishers and show producers • Successful media owners are delivering specialized information to their audience in the format the audience prefers

25. Multi-media Implications and Outcome • Who is measuring this for you? • What is the measurement technique? • 3rd party measurement to industry agreed standards is vital to this new ecosystem “Audience access opportunities” via a media brand

26. Can your data prove your brand channels can contribute by taking a qualified audience through a client’s marketing/sales communications program?

27. Brand Reporting

28. Integrated Brand Reporting

29. …prove production of each product / channel / frequency …prove distribution of each product / channel / frequency …prove the audience profile 29 Brand Report Aim is to…

30. Brand Report Key to success is the integrated database May exist in a live integrated environment May create the integrated merge/purge file for the audit 30

32. Report includes audited: Qualified distribution for each channel Unique individuals Average channels per individual/individuals receiving only one channel Matrix of channels Website traffic Unique individual demographic profile Recency of involvement Geo Product frequency 32 Brand Report

33. Resources (Websites) • AUMA • Worldwide audit data resource, Research, Links , Education: www.auma.de/ • BPA Worldwide • Audits, Blog, Facts, Links, Reports, Research, Webinars: www.bpaww.com/events • IAEE (International Association of Exhibitions and Events) • Research, Links , Education, Whitepapers, Reports: www.iaee.com • UFI (The Global Association of the Exhibition Industry) • Audits, Links , Education, Industry Data (links to worldwide data): www.ufi.org/

34. Resources (Digital editions & E-newsletters) • Exhibition World Magazine (digital edition from UFI) • http://view.digipage.net/?id=ew042011 • IAEE E2 Newsletter • http://e2.iaee.com/(S(m1ejco45lytvyoaadxr0u4i1))/default.aspx?bhcp=1 • TSNN (Trade Show News Network) • http://www.tsnn.com/

35. “Exhibitions with audits and surveys discuss verified quality and performance… …exhibitions without discuss price” Which conversation would you prefer?

36. Thank You QUESTIONS?