Transcript The CENTREX Experience

The CENTREX Experience
Reliable exhibition statistics (auditing)
Measuring (and merits of) values
Certification and publishing of data
Károly NAGY
Bologna, July 3, 2002
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Basic reasons
• Needed sales points
• Needed to show we excel
• We are better, our data are transparent,
clear, comparable
• THEY CONSTITUTE CERTIFIED
VALUES
Károly NAGY
Bologna, July 3, 2002
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Data are important
• To measure / present market values
(like other media)
• To show what the investment brings
out of the expenditure
Károly NAGY
Bologna, July 3, 2002
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The Values
• Number of (paying) Exhibitors
• (paid up) Size of the Show
• Number of Visitors
• Quality of the Show
• Visitors
• Exhibitors
Károly NAGY
Bologna, July 3, 2002
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How to Prove
• Outside – third party – assurances
• Auditing by internationally recognised firm
• not the regular financial auditor
Károly NAGY
Bologna, July 3, 2002
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What to do
in-house
• Train own staff
• Make them understand why is it
important
• Establish suitable incoming documents
• Establish suitable own EDP solutions
Károly NAGY
Bologna, July 3, 2002
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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
Károly NAGY
Bologna, July 3, 2002
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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)
Károly NAGY
Bologna, July 3, 2002
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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!
Károly NAGY
Bologna, July 3, 2002
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The CENTREX Story
• Similar situation, similar challenges
• Joint answer to an urgent need
• Trust and experience
• Taking what was available elsewhere
Károly NAGY
Bologna, July 3, 2002
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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)
Károly NAGY
Bologna, July 3, 2002
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Qualification and Certification
• Statistics and research
• Qualification starts with tested uniform
categories, understanding
• Certifiable and certified
• Publicity of certification
Károly NAGY
Bologna, July 3, 2002
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Quality data on exhibitions
• Research among exhibitors
– part available before the show - certifiable
– subjective opinions during/after show
• Research among visitors
– Sample vs. registration
– smaller investments - higher optimism
Károly NAGY
Bologna, July 3, 2002
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CENTREX geographics
Károly NAGY
Bologna, July 3, 2002
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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
Károly NAGY
Bologna, July 3, 2002
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