Question: I’ve decided to go public with my event’s audited data. How can I use the report to increase sales and help my overall marketing campaign?

Answer: That is great to hear! The first thing to do is to send out a press release or other communication to your exhibitors letting them know the event has been audited. Consider contacting the third party firm who audited the show to ask for their logo or “seal of approval” to be placed on all of your marketing materials. If your auditing firm is certified by the Exhibition and Event Industry Audit Commission (EEIAC), you can display that logo on your materials as well.

Also, seek out training for your sales team on how to use the audited data to increase new exhibition sales and retain existing exhibitors. I know that BPA Worldwide includes this valuable training with the cost of the audit.

Creating a 30-second “elevator pitch” from data that appears in the repot will be helpful to the sales/marketing staff.

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