Károly NAGY Odessa, April 12, 2002 1 The CENTREX Experience Exhibition statistics auditing...
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Transcript of Károly NAGY Odessa, April 12, 2002 1 The CENTREX Experience Exhibition statistics auditing...
Károly NAGY Odessa, April 12, 2002 1
The CENTREX Experience
Exhibition statistics auditing
Practical organisation
Use of the statistics within company operation
Károly NAGY Odessa, April 12, 2002 2
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 3
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 4
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 5
How to Prove
• Outside – third party – assurances
• Auditing by internationally recognised firm
• not the regular financial auditor
Károly NAGY Odessa, April 12, 2002 6
What to doin-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 7
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 8
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 9
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
Károly NAGY Odessa, April 12, 2002 10
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 11
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 12
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 13
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 14
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 15
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 16
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 17
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 18
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 19
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 20
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 22
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