Transcript The CENTREX Experience

The CENTREX Experience
Exhibition statistics auditing
Practical organisation
Use of the statistics within company
operation
Károly NAGY
Odessa, April 12, 2002
1
Basic reasons
• Needed sales points
• Needed to show we excel
• We are better, our data are transparent,
clear, comparable
Károly NAGY
Odessa, April 12, 2002
2
Data are important
• To measure / present market values
(like other media)
• To show what investment brings out
of the expenditure
Károly NAGY
Odessa, April 12, 2002
3
The Values
• Number of (paying) Exhibitors
• (paid up) Size of the Show
• Number of Visitors
• Quality of the Show
• Visitors
• Exhibitors
Károly NAGY
Odessa, April 12, 2002
4
How to Prove
• Outside – third party – assurances
• Auditing by internationally recognised firm
• not the regular financial auditor
Károly NAGY
Odessa, April 12, 2002
5
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
Odessa, April 12, 2002
6
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
Odessa, April 12, 2002
7
Application forms
• Most important documents
• Data input
• Raw material for statistics
• No right to modify content
• Introduce different contract forms?
Károly NAGY
Odessa, April 12, 2002
8
Single EDP system
• You can not introduce different data
processing for you audited and nonaudited shows
• You can not expose your own staff to
work under different rules
Károly NAGY
Odessa, April 12, 2002
9
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
Odessa, April 12, 2002
10
What do we give to auditor
• Statistics complete as much as possible
charts, printouts, tables, lists etc
• Document samples
• Hall plans
• Demonstration programme lists
Károly NAGY
Odessa, April 12, 2002
11
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
Károly NAGY
Odessa, April 12, 2002
12
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
Odessa, April 12, 2002
13
Non-paying customers
• press, media, barter deals, associations,
cities, other institutions
• When to considered as exhibitors
• (see size of investment)
Károly NAGY
Odessa, April 12, 2002
14
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
Károly NAGY
Odessa, April 12, 2002
15
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
Károly NAGY
Odessa, April 12, 2002
16
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)
Károly NAGY
Odessa, April 12, 2002
17
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)
Károly NAGY
Odessa, April 12, 2002
18
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
Károly NAGY
Odessa, April 12, 2002
19
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
Odessa, April 12, 2002
20
CENTREX geographics
Károly NAGY
Odessa, April 12, 2002
21
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
Odessa, April 12, 2002
22