1. General Information

• 93% of brand marketers want to see independent, third-party data (TSEA survey)
• TSEA, CEMA, and IAEE are all strongly in favor of third-party audited event data
• Most brand marketers do not know to ask for third-party data by name (audit)
• Brand marketers are seeking measurement metrics and accountability
• An event organizer can indirectly help with ROI by providing brand marketers with various tools including audit reports and the ROI Tool Kit
• Senior marketers are constantly seeking better information from their staff for justification of media purchases and a third-party audit report is just the tool to send upward in support of exhibition investment decisions
   

2. Low Cost – High Value

• The cost is lower than expected:
  i. Usually no additional internal costs (if already verifying attendance)
  ii. Audit cost is the same as most 10 x 10 booth spaces
• A third-party event audit report is a low-cost sales & marketing tool that will help shorten the sales cycle and solidify client relationships
  
  

3. Beneficial Tool – An event audit report…

• …can be used from the beginning to the end of the exhibit sales cycle for renewals or new prospects
• …can help lower attrition and raise retention
• …provides transparency, integrity and accountability for organizers and assurance and justification for brand managers
• …will aid brand marketers to identify ways of maximizing their ROO/ROI potential, including: matchmaking opportunities; identifying new attendee segments or missed potential within existing ones; turning missed sales opportunities into opportunities gained
• …will provide information to help brand marketers promote effectively, launch new products wisely, analyze competitive sets and identify opportunities for generating more leads
    

4. Competitive Advantage for Both Organizers & Exhibitors

• Trade shows with audits and surveys (measurement metrics) discuss verified quality and performance while trade shows without them discuss price
• Organizers who are first to market with an event audit put competitive shows at an immediate disadvantage
• The accountability factor involved in providing an event audit to brand marketers creates a level of trust that can foster growth of the event both internally and externally
   

About the author
For more information on how third-party data can benefit organizers and exhibitors, please call John Mikstay at 203.447.2881 or email at: jmikstay@bpaww.com

Visit our website at: www.bpaww.com/events