TIM LESMEISTER - Trade Show Executive

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.”
Show 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
• Trade 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.TradeShowExecutive.com Trade Show Executive 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