Event Audit Q & A—Why Should I Audit My Event?

The question and answer article below first appeared in the March 2008 edition of the IAEE's Exhibitions & Events e-newsletter.

Question: I have heard the recent industry buzz about auditing shows. I have always been forthcoming with my attendance numbers and, quite frankly, my exhibitors are not asking for audited data. Why should I audit if no one is asking for it?

Answer: Being forthcoming with your attendance numbers is always a good business practice and for many years decisions to exhibit were based upon this type of trust. But in today’s competitive media environment, the executive suite wants to know exactly where the marketing dollars are going—and why.

When asked why we are doing these shows, the stock answer that “we have been doing this show for years and it meets our target market” is no longer an acceptable response. Marketing execs want to see independent, verified information that is backed by a legitimate source. Audited event data provides that valuable marketing intelligence that is reported in a consistent manner by an objective third party.

Of course, the biggest reason your exhibitors are not asking for attendance audits is likely because they are not aware this information is available to them—free of charge. If they knew about events audits, don’t you think they would ask for them? I would bet they would since this would be a terrific way to legitimize and rationalize to their execs why they should spend money on your show.

An event audit also serves as a very powerful marketing and sales tool to sell exhibit space. Data from an event audit report allows you to sit down with an exhibitor, review all of the verified attendee segments and drill down and identify their target markets. This also sets the bar for your exhibitors’ future expectation levels.

For a new exhibitor, your relationship will be built upon a foundation of trust and the audit data will reinforce that trust. The audit will also help you to manage the expectations of your new exhibitor so they will more likely to renew for the following year.

The audit can work for non-renewals too. Verified data will enable you to show the exhibitor those market segments that they were unable to reach at your show. After identifying your exhibitors’ specific market segments, you will then have the opportunity to upsell via booth size or conference sponsorships.

Click here to see the review a BPA Worldwide Event Audit Report.

If you have a question about event audits, please comment below or submit your inquiries to jzuccerella@bpaww.com.