Károly NAGY Odessa, April 12, 2002 1 The CENTREX Experience Exhibition statistics auditing Practical organisation Use of the statistics within company

Károly NAGY Odessa, April 12, 2002 1

The CENTREX Experience

Exhibition statistics auditing

Practical organisation

Use of the statistics within company operation


Basic reasons

• Needed sales points

• Needed to show we excel

• We are better, our data are transparent, clear, comparable


Data are important

• To measure / present market values

(like other media)

• To show what investment brings out of the expenditure


The Values

• Number of (paying) Exhibitors

• (paid up) Size of the Show

• Number of Visitors

• Quality of the Show • Visitors

• Exhibitors


How to Prove

• Outside – third party – assurances

• Auditing by internationally recognised firm

• not the regular financial auditor


What to doin-house

• Train own staff

• Make them understand why is it important

• Establish suitable incoming documents

• Establish suitable own EDP solutions


What to do ex-house

• Educate exhibitors to understand criteria

• Properly fill in suitable application forms

• A long process

• You might not be arrogant, pushy


Application forms

• Most important documents

• Data input

• Raw material for statistics

• No right to modify content

• Introduce different contract forms?


Single EDP system

• You can not introduce different data processing for you audited and non-audited shows

• You can not expose your own staff to work under different rules


Assurance for auditing company

• Application form is suitable for easy processing

• EDP is suitable for the purpose and unintrusable

• Output EDP provides for their auditing

• To know what we intend to use

– (in marketing communication,positioning)


What do we give to auditor

• Statistics complete as much as possible charts, printouts, tables, lists etc

• Document samples

• Hall plans

• Demonstration programme lists


Where they get the data

• Blank application forms

• Filled in application forms – beginning of the process

• Issued invoices to the exhibitors

• Bank certificates

• Printouts, tables, hall layouts

• Cashier reports


Do not forget!

• These documents are of financial character

• It is best done by professional financial auditing company

• However, not a usual financial controlling

• It is needed only for generating transparent, creditworthy marketing arguments, sales points!


Non-paying customers

• press, media, barter deals, associations, cities, other institutions

• When to considered as exhibitors• (see size of investment)


Special demonstration area

• Exhibition space (net sq. m.)

• Performances, shows, lectures, contests

• Relates/covers/promotes profile of the exhibition

• Independent of any single exhibitor.

• Must have a detailed programme to monitor


Do auditors visit the show ?

• At the beginning it is advisable

• Later they can do it off line – It depends whether they do it one by one after

the show or in once every (half) year


Number of visitors

• How many of them have purchased the tickets – cashier reports

• Ticket samples, ticket serial numbering

• Evidences of visits (registration)

• Survey reports (quality of the visitors)


Why visitor registration ?

• Get far reaching data

• Get best available off-show contact opportunity

• Get most information available about the buyers (Ultimate Customers)

• Generate future media base (value added opportunities)


Why to convince own staff

• You show your company well organised / managed – (your company is Excellent)

• Better they prepare/provide documents the easier, faster and problem-free auditing can be – Time is money

– Auditing companies usually charge hourly or daily rates

– The better we prepare in-house less expensive it is


CENTREX use of audited statistics

• Use in all our marketing communication: brochures, comparisons, press work, aggregate statistics

• Publicise in the countries and internationally

• Brochures help unfamiliar company make right decisions (about a first participation)

• Guidance for foreign trade associations, chambers (to recommend right shows to members)


CENTREX geographics


Thank you for attention

• We are available at:

CENTREX International Exhibition Statistics Union

BUDAPEST EXPO tér 1.

Phone/fax: +36-1-2636368

E-mail: [email protected]

Or visit: www.centrexstat.org

Documents

Károly NAGY Odessa, April 12, 2002 1 The CENTREX Experience Exhibition statistics auditing Practical organisation Use of the statistics within company