YOU’ RE “ T H E O N LY T H I N G M O R E R E WA R D I N G T H A N A W E L L- P L A N N E D M E E T I N G I S MULTIPLE WELL-PLANNED MEETINGS” WELCOME NOW THE MORE MEETINGS YOU BOOK, THE MORE REWARDS YOU EARN. Book multiple meetings within Hyatt’s Large Meeting Network — 23 of our largest hotels in 18 popular group destinations — and you’ll earn your choice of rewards, such as attrition breaks, complimentary meeting space or savings on catering.* In addition, you can take advantage of the new and even more generous Hyatt Gold Passport Planner Rewards program to earn points for free nights, future meeting credits and more. But no matter how many rewards you receive, you’ll always find large-event expertise, stylish facilities and personalized service that will make your group feel more than welcome. For more information, call 800 543 1818 and reference offer code LRGMY or visit hyattmultiplemeetings.com. 10 March 2009 <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
T:2.125 in Continued from page 9 White Paper Says Audits Reassure Exhibitors in Recession By Hil Anderson, senior editor Shelton, CT – A new survey indicates that the quality of the attendees rather than their sheer numbers is the primary factor in an exhibitor’s decision to take part in a particular trade show. The survey led to a white paper released this month by BPA Worldwide that supported the idea that an attendance audit is a valuable tool for show organizers to prove that their events offer a solid ROI even if the overall crowd count of the show is down. “With today’s economic climate, we are already seeing a drop in trade show attendance,” said Glenn Hansen, president and CEO of BPA Worldwide. “Data from an independent event audit, however, means organizers can drill down into their event’s attendance figures and identify exhibitors’ target markets.” The white paper, available on the BPA Worldwide website, was compiled from a survey of approximately 6,600 exhibitor contacts at companies of various sizes conducted late last Fall. The results showed companies making plans to scale back exhibiting in 2009 and that 40% had seen traffic at their exhibits falling off during 2008. Exhibitors Accept Lower Attendance if Quality Remains High But the size of the crowds was less of a concern than the quality of the attendees who did show up. The survey found that 46% of exhibitors rated attendee quality as the No. 1 reason to attend a show, an opinion held by 61% of chief marketing officers and 55% of vice presidents in charge of advertising or marketing. Small companies were more apt to base their exhibiting decisions on attendee quality than large companies, although 28% of large companies significantly valued attendance audits compared to 22% of mid-sized companies and 8% of small companies. As the global economy continues down an uncertain road, BPA pointed out that marketers are being held accountable for every spending decision in every media platform. “Event audits are the obvious answer for organizers who can use the data to set their show apart from their competitors,” the paper said, “and for exhibitors who can use attendance demographics to choose the right event, staff their booth appropriately and provide accountability to senior management.” <strong>Show</strong> Selection is a Group Effort A number of exhibit/event managers and event coordinators (28%) indicate show selection is a group decision involving sales, marketing, product development, senior management and other titles. When making exhibiting decisions, the highest ranked tools for supporting those decisions, according to BPA, were: • Historical performance/exit surveys (63%), • Exhibitor-supplied promotional materials (59%), • Input/references from other exhibitors (58%), and • <strong>Trade</strong> show/event audits (41%). Down Time is the Right Time Organizers who may be concerned that launching an audit program would result in a jarring drop from their unaudited attendance figures might actually find the recession to be an opportune time since the downturn has already created volatility and uncertainty in attendance. “An economic downturn coupled with an event audit can be a perfect combination for starting anew,” Hansen said. “Marketers are expecting attendance to be down. An audit proves you are being proactive in the eyes of your exhibitors.” The event audit’s demographic breakdown allows organizers to prove that their show continues to deliver the same key buyers as in better times, even Continued on page 12 LARGE MEETING NETWORK www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> Hyatt, March 2009 11 ® Andaz, Grand Hyatt, ® Hyatt Regency, ® Hyatt Place, ® Hyatt Atlanta Chicago, Downtown Chicago, McCormick Place Chicago, O’Hare Columbus Dallas, Downtown Dallas, DFW Denver, Convention Center Detroit Jacksonville Kansas City Los Angeles, Century Plaza Miami Phoenix San Antonio, Riverwalk San Antonio, Convention Center San Diego San Francisco, Financial District St. Louis, Riverfront Seattle, Bellevue Vancouver Washington DC, Capitol Hill Washington DC, Near Convention Center *Offer subject to complete terms and conditions. Visit hyattmultiplemeetings.com for full details. Hyatt Hotels & Resorts ® encompasses hotels and resorts managed, franchised or leased by subsidiaries and affiliates of Global Hyatt Corporation. The trademarks Hyatt, ® Hyatt Hotels & Resorts, ® Park Summerfield Suites, Hyatt Gold Passport , ® and related marks are trademarks of Hyatt Corporation. © 2008 Hyatt Corporation. All rights reserved. T:10 in
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