ROI & Measurement

Determining Exhibitor ROI at B-to-B Tradeshow Events

In line with BPA Worldwide’s ongoing commitment of providing maximum assurance of attendance data accuracy at face-to-face events—the global auditor of media undertook a research study to measure the perceived value of independent event audits and how they are utilized when marketers are deciding to exhibit at any given business-to-business event.

This is an excerpt from that study's whitepaper.

The study had three main objectives:

Determine the key ROI drivers for event exhibitors
Determine extent to which a detailed audit report of verified attendance including demographic data (or lack thereof) would compel or impede exhibitors to add an event to their plan
Determine extent to which exhibitors hold show organizers accountable for delivering on promises of audience quantity and quality

The study’s full detail can be found online at http://www.bpaww.com/exhibitorwp/index.htm

IMPLICATIONS & CONCLUSIONS

As a result of the data collected during the survey, a number of implications regarding the value of independent event audits and where they fit in exhibitors’ decision to attend a show can be drawn, including:

Companies are planning to exhibit at fewer shows next year, suggesting that they will be more selective in which shows they do exhibit.
Key criteria that influence the decision to exhibit include:
a. Audience quality in terms of purchase influence
b. Past success of a show
Event audits show increased importance in the minds of exhibiting companies.
Overall, nearly 50% of respondents say an independent audit is either “Extremely/Somewhat Important” in verifying quality of event/tradeshow audience. That figure rises to 61% for event managers.
Event and tradeshow organizers should be held accountable for audience as defined by quality promised and purchasing power.
While event audits are a significant influence across titles, they are even more important to both the gatekeepers and the final decision-makers.

Perhaps the most interesting conclusion to be drawn from all of the data gathered is the fact that, overwhelmingly, across all titles and company sizes, respondents are demanding accountability from their event organizers in terms of purchasing power and titles. These are the very same metrics that independent, thirdparty event audits can offer.

Audited event data can work to the benefit of both tradeshow organizers and exhibitors. Since face-to-face events are considered the most expensive among all media platforms, exhibitors require trustworthy attendance data on which to base their decisions and formulate their ROI—especially in a down economy.

Using data from an independent, third-party event audit, organizers can drill down into their event’s attendance figures and identify exhibitors’ target markets. Organizers can also use event audits to prove that, in spite of economic conditions, key buyers continue to attend their show. Independent event audits are a win-win proposition

for the entire events industry.

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