From the IAEE E2 Newsletter – July/August 2009 edition

When radio stations broadcast their content, the message they send from the station is clear. Hearing that message, whether it be music or talk-radio, is a simple function of the factors that result in transmitting a clear signal. All the listener wants is a static-free broadcast.

For years exhibitors made their decision to participate in shows based on reasons other than data-based measurement results: Even as recently as TS2 2008, the audience response research ‘TrendWatch’ showed 42% of marketing programs have no discipline in setting advanced targeted expenditures linked to anticipated levels of return (ROI). Tuning in has been simple.

We now live in a very different world. The music has changed. The economic landscape has re-formed the complexion of the global economy as we know it. All companies are now facing very tough economic times and must justify every marketing dollar they spend. Face-to-face events are the most expensive among all media platforms. As a result, companies need better and more solid information to make strategic and tactical decisions. Marketers are asking themselves: In which show should I invest; what shows have the quality I need to see; how do I effectively reach my target audience before, at and after the show?

A whitepaper study recently released by BPA Worldwide shows that attendee audience quality in terms of purchase influence/buying power(46%) is rated the number-one factor when deciding to exhibit at a given event, followed closely by a show’s past success (44%). This is supported by the findings that not only is attendee quality more important among senior titles – CMOs (61%) and VP/Director of advertising/marketing (55%), but these titles are also the key decision-makers of where to invest marketing dollars. Quality is replacing quantity as the popular music.

Exhibitors are realizing all too well the necessity of justifying the return on investment of their advertising and tradeshow spend. “These economic times” has become a buzz phrase for shrinking budgets and growing explanations. As pressure to provide rationale from management increases within brands, so has the pressure increased on trade show organizers to provide third party, decision-critical data.

A recently released report by the CMO Council, “Marketing Outlook 2008,” confirmed marketers’ desire for increased accountability and return on their tradeshow investment. In the report, 53% of respondents said that quantifying and measuring the value of their marketing programs and investments was one of the biggest challenges facing them in the coming year.

More research from the BPA whitepaper supports the CMO Council report in that across all titles surveyed, and particularly among CMOs (chief marketing officers), 71% of the respondents believe tradeshow organizers should be held very accountable for audience quality and attendee profile.

The dial is tuned and the signal is clear: exhibitors need accurate third-party audience data from organizers.

Glenn Hansen, President and CEO of BPA Worldwide agrees that independent, audited information is beneficial to both organizers and exhibitors. “Event audits are a win-win proposition for both sides,” Hansen explained. “For organizers, audits can provide concrete information to their prospective exhibitors in a consultative role. For exhibitors, audited data can help them decide which event best delivers their target audience and prove ROI/ROO to the executive level.”