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Media Intelligence : MT Resource Guide 2012
MediaTitles PB in 2010. Whether the same impact will be had in the events world is yet to be seen. “Marketing and the way that brands communicate with and interact with their customers is changing, which in many ways is increasing the relevance and importance of events and exhibitions,” says Evans. “Communications are increasingly targeted and brands must find ways to engage with their communities as opposed to the one- way communication provided by traditional channels,” she says. “ The metrics available today allow brand owners and managers to successfully integrate the right events and exhibitions into their communications mix, achieve almost any objective and have a high level of confidence in a positive return on investment,” she adds. Support from the Exhibition and Event Association Australasia (EEAA) has been strong for the CAB’s new rules. The association was involved in the rule review process and has officially given its endorsement to the new rules (see box right). EEAA president Matthew Pearce, managing director of Diversified Exhibitions Australia, has already committed to auditing 23 shows in 2012. Pearce, who was involved in the rule review process, says the aim of the committee was to create measures that would “stand the test of time”. “Dwell time of our visitors is important and the revised data will give us greater opportunity to use this in our marketing, whether to exhibitors or visitors,” he says. Diversified Exhibitions Australia is amongst Australia’s leading exhibition organisers which continue to support the new rules. AEC, Reed Exhibitions, Exibit, XPO Exhibitions (New Zealand), and Exhibitions and Events Australia have all committed to having events audited in 2012. As the number of events audited continues to grow, the commitment from the event industry to transparency is clear. Keep your eyes peeled for CAB auditors popping up at more events in the future. Exhibition and Event Association of Australasia (EEAA) general manager Joyce DiMascio (pictured) talks about the new CAB Event Audit Rules and the role they have already played in shaping the future of the events industry in Australia: “Like all other marketing channels, the effectiveness of exhibitions and events can be better marketed by organisers if their shows are audited. “Members of the EEAA are encouraged to use the audit services of the CAB as it greatly assists in building the credibility of the channel and also our industry. The power of third-party auditing cannot be over-stated and our association supports the audit process of the CAB. “one of the key goals of our association is to build a stronger voice for the exhibition and event industry through targeted advocacy campaigns around key issues affecting our members. To do this, we use “evidence” to substantiate our arguments. one of the valuable sources of evidence is from the CAB about the events delivered around Australia by major organisers like Reed Exhibitions and Diversified Exhibitions. “In our recent advocacy work with the NSW Government around the redevelopment of Darling Harbour, we were able to demonstrate the power of exhibitions to stimulate visitor economy by showing the number of visitors from interstate and overseas who attend the top 20 events held at the Sydney Convention and Exhibition Centre. “This “evidence” was from the CAB audited data and it was critical in helping us to build the case for the power of exhibitions to stimulate the economy of NSW. “The data was subsequently included by Infrastructure NSW in developing the business case to NSW Treasury for funding the redevelopment and in particular, the expansion of exhibition facilities. “We were arguing that our industry needed extra space to allow exhibitions to grow and this would help the NSW Government deliver its 2020 vision for stimulating the visitor economy. It was the first time the connection was made directly to Government policy using CAB data in this compelling way.” Exhibition Marketing Report The Exhibition Marketing Report reflects a number of audited marketing and promotional activities undertaken pre, during and post event to give organsiers a 360 degree view. • Pre-registration Activity • Email Distribution(marketing EDMs) • Website Traffic / Digital Publication Distribution • Print Publication Distribution(show catalogue) Joint initiAtive p62-63 abaFea_Events.indd 63 11/6/12 12:37:38 AM
Media Trends+Strategy 2012
MT Resource Guide 2013