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When the Trade Show Exhibitors Association asked its members about important issues in the coming decade, 93% of its members stated that the exhibit industry needs an independent audit system to verify audience demographics for both trade and public shows. Additionally, exhibitors ranked audits as the second most important issue (just behind overall exhibiting costs) facing exhibit and event managers. Finally, in its April 19, 1999 issue, Tradeshow Week reported the results of a survey of exhibit managers it had conducted. According to the publication:
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- 39% of the respondents said audits have a positive influence on their choices of shows if the quality and quantity of attendees is in sync with exhibiting goals
- 28% said that audits have a positive influence even if the quality and quantity of attendees is below their expectations
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Given these facts, along with the ever-increasing need for exhibitors to provide solid return on investment and the need to justify show participation to upper management, TSEA endorses trade show audits. In fact, the association continues to conduct an audit of its own annual event, TS2—The Trade Show About Trade Shows®. But many exhibitors remain unaware of audit availability. Additionally, many are uncertain about how to lobby show managers for audits of the shows in which they participate.
This Audit Kit was developed by TSEA to increase exhibitor awareness of show audits, to provide exhibitors with tools needed to request audits, and to increase the number of audited shows.
TSEA’s goal is simple: Make show audits the rule, not the exception.
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An exhibition audit is an objective, third-party confirmation of attendance claims, attendee demographics and record keeping (registration) systems. An audit provides accountability and assures the exhibitor that the numbers they are reviewing are accurate and impartial.
Additionally, the audit segments attendance by demographics appropriate to a particular show. This allows the exhibiting company to target its marketing and more accurately measure its show participation. For example, the audit may provide:
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- Job Function
- Title
- Type of Business
- Purchasing Role
- Budget
- Sales Volume
- Geographic Location
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An audit is different from data verification by exhibition management. The audit examines and tests the registration system and puts all attendee records at the disposal of the auditor, which works independently of exhibition management and the registration service provider. Verification tests are made on the registration process to ensure accountability and eliminate reporting risks. The final product may not be altered in any manner.
An audit is not the same thing as research. Research projects exhibition activity based on a sample. Both audits and research are powerful tools for show organizers and exhibitors.
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Exhibition Management
Like TSEA, the International Association for Exhibition Management (IAEM) sees the value audits provide to members and the exhibition industry as a whole. Here’s how audits benefit the show organizer:
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- Competitive advantage over similar events not audited
- Promotional opportunities
- Sales opportunities
- Credibility for individual shows and the industry
- Tool for promoting exhibition participation on equal basis with other marketing disciplines, such as advertising, the Internet, etc.
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Exhibitors
Exhibitors are being held increasingly accountable by corporate management for their “hefty” exhibition expenditures. This greater accountability demands improved ROI and ROO. Audits offer:
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- Accountability
- Reliability
- Tool for assessing ROI/ROO
- Justification for program and employment
- Tool for data mining the right audience at the show
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The Industry
The advertising community has enjoyed the value of audited publications for decades. Exhibitions require this same “third party” analysis to remain competitive in the marketing mix. Audits will produce:
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- Much needed creditability
- Competitive analysis tools
- Source of statistical data
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Associations
Trade Show Exhibitors Association
McCormick Place
2301 S. Lake Shore Dr.
Suite 1005
Chicago, IL 60616
Phone 312.842.TSEA
Fax 312.842.8744
e-mail tsea@tsea.org
www.tsea.org
International Association for Exhibition Management
8111 LBJ Freeway, Suite 750
Dallas, TX 75251
Phone 972.458.8002
Fax 972.458.8119
e-mail iaem@iaem.org
www.iaem.org
Audit Providers
Exhibit Surveys, Inc.
7 Hendrickson Ave.
Red Bank, NJ 07701
Phone 800.224.3170
Fax 732.741.5704
e-mail info@exhibitsurveys.com
www.exhibitsurveys.com
BPA International
270 Madison Ave.
New York, NY 10016
Phone 212.779.3200
Fax 212.725.1721
www.bpai.com
eBrain Market Research
2500 Wilson Blvd
Arlington, VA 22201
Phone: 703.907.7755
E-Mail: info@ebrain.com
www.ebrain.com
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Reprinted Articles
(Adobe PDF Format)
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Audit Samples
You can view a variety of completed audits online, including TSEA's own 2002 TS2 - The Trade Show About Trade Shows audit. Visit Exhibit Surveys for a complete report in Adobe PDF format.
To view all of the TS2 audits—1997 to 2002—link to the Important Exhibitor Information portion of our TS2 site.
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TSEA encourages all exhibitors to become informed and involved in the process of making exhibition audits the norm versus the exception. To help facilitate the process, we've included two sample letters for your use.
Exhibitor to Exhibits Advisory Council
The exhibition industry is substantial. According to the Center for Exhibition Industry Research, in 1998 there were 4,291 exhibitions, 110 million attendees, 1.4 million exhibiting companies and 438 million square feet of exhibit space used in the U.S. and Canadian markets. By 2008, those figures are projected to increase to 5,970, 251 million, 2.07 million, and 912 million respectively. Information released by the Trade Show Exhibitors Association demonstrates that the average company will spend $853,062 on exhibiting in 2000, of which exhibit space constitutes 28%.
As an exhibit manager, I am held increasingly accountable to corporate management for the sizable investment [name company] puts into exhibition participation. My budgets are continually scrutinized, and each year I need to fight to maintain my slice of the marketing pie. Like you, anything exhibition management can do to help justify our continuing participation is appreciated. Let’s face it, we’re in this together, and exhibition management is a partner!
Therefore, I’d like to suggest that [name of exhibit advisory committee] considers recommending an audit of the [exhibition name] to [exhibition organizer]. Exhibition audits are good for show management, exhibitors like you and me, and good for the industry. An audit can provide show management with a competitive and promotional advantage over its competition, serve as a tool in the space sales process, offer credibility to the organization amongst the exhibiting community, and help an organizer secure marketing dollars against other marketing media. An audit is affordable. In fact, savvy exhibition organizers should look at audits as an investment of about $10 per exhibiting company. An audit provides you and me, as exhibitors, with accountability and reliability. It’s a tool for assessing ROI and ROO, and helps us justify our exhibits program. Additionally, we can really use the audit to effectively analyze the potential audience and target our promotion campaigns. Finally, exhibition audits put exhibitions on a level playing field with the advertising community, which has enjoyed the benefits of an audit system for decades.
If you have any questions, please give me a call. I truly believe that an audit will help [name of event], and it will certainly help us, as exhibitors, to plan our participation in this show and others.
Exhibitor to Show Management
The exhibition industry is substantial. According to the Center for Exhibition Industry Research, in 1998 there were 4,291 exhibitions, 110 million attendees, 1.4 million exhibiting companies and 438 million square feet of exhibit space used in the U.S. and Canadian markets. By 2008, those figures are projected to increase to 5,970, 251 million, 2.07 million, and 912 million respectively. Information released by the Trade Show Exhibitors Association demonstrates that the average company will spend $853,062 on exhibiting in 2000, of which exhibit space constitutes 28%.
As an exhibit manager, I am held increasingly accountable to corporate management for the sizable investment [name company] puts into exhibition participation. My budgets are continually scrutinized, and each year I must fight to maintain my marketing budget.
To help me justify exhibition expenditures, I’m requesting that you consider an audit of the [exhibition name]. Exhibition audits are good for you, good for me, and good for the industry. An audit provides you with a competitive and promotional advantage over your competition, serves as a tool in the space sales process, offers credibility to your organization, and helps you secure marketing dollars against other marketing media. An audit provides me, with accountability and reliability. Audits are a tool for assessing ROI and ROO, helping me justify my exhibits program. Additionally, I can use an audit to effectively analyze the potential audience and target my promotion campaign. Finally, exhibition audits put exhibitions on a level playing field with the advertising community.
If you have any questions, please give me a call. I truly believe that an audit will help your event, and it will certainly help me plan my participation in this show and others you may be producing.
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