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Media Intelligence : MT Resource Guide 2012
W hat does Sexpo, The Reed Gift Fairs and the Australian Oil and Gas Exhibition and Conference have in common? They are all audited under the Circulation Audit Board’s (CAB) recently revamped Event Audit Service. The Event Audit Rules have been expanded to allow for the reporting of attendance and marketing metrics across both trade and consumer exhibitions. They now include the core metric Unique Visitor Attendance (UVA) which counts each visitor only once for the entire duration of the event, regardless of visits. Event organisers have also gained verification of a toolbox of marketing metrics to illustrate the 365 days a year engagement they have with their customers (see box). Previously, under the old rules, which had been in place for 15 years, only trade shows were eligible for auditing by the CAB. The introduction of the new rules in November, the number of shows audited by the CAB has jumped significantly as event organisers such as Sexpo, Reed Exhibitions and Australian Exhibitions & Conferences (AEC) have thrown their support behind the service. In 2012 alone, the CAB will audit over 70 shows. “Event metrics are playing an increasingly important role in the decision-making process of brand owners and marketers,” says Reed Exhibitions managing director Debbie Evans, whose company has committed to auditing 20 shows in 2012. “ The first and most obvious metric is the size of the event i.e. the number of attendees. How large is the community that the event attracts?” Size, however, is not everything, concedes Evans, whose portfolio of audited events includes Reed Gift Fairs, AIME 2012 and Life InStyle Sydney 2012. Quality of visitors is becoming increasingly important. Evans says: “ The demographic and geographic data that many events are able to provide enable businesses to choose an event and tailor their participation to reach very specific audiences and achieve very specific objectives.” Organisers can now report demographic and geographic data for visitors under the new rules (see box below). Sexpo’s general manager Rob Godwin believes it is vital for the event industry to be able to show credible data in order to encourage participation from sponsors, exhibitors and the general public. “I hope the CAB Event Audits will be the boost to the event and exhibition industry as MOVE data was for outdoor advertising,“ he says, referring to the Outdoor Media Association’s (OMA) metric Measurement of Outdoor Visibility (MOVE), which was launched in February 2011. After only 12 months, the OMA reported a 19% increase on net revenue year-to-date, up from $400 million in 2009 to $477 million Event organisers gain marketing metrics to illustrate year-long engagement. 62 MediaTitles ABA Event Audits So you have all this data from your event? But don’t know what to do with it? Read on to find out how the CAB Event Audit service can help you break it down into essential marketing tools. optional attendance metrics include: • Total Attendance: Addition of the uVA plus breakdown categories of Exhibitor Staff, Speakers, Media Reps and Children • Total Visits: Addition of the number of Repeat Visits (counted once per day) to the uVA figure to give the number of Total Visits • Breakdown of paid and complimentary visitors making up the uVA figure Attendee Profile Demographics We can verify just about any attendee demographic, provided data has been collected during the visitor registration process (census based). Demographic metrics might include anything from geographic analysis through to income brackets of visitors. For optimal comparability, trade shows are required to report the following three attendee demographics: Geographic origin; Job title/function and Company activity. CABAudit Events boost get p62-63 abaFea_Events.indd 62 11/6/12 12:37:36 AM
Media Trends+Strategy 2012
MT Resource Guide 2013