Independently Audited Metrics and a Web-based Component Can Add Value to China’s Exhibitions

Beijing, China 8 February 2010 –As the financial crisis mandates reduced budgets and increased focus on return on investment, independently audited metrics can boost the attraction of a trade show. In addition, an interactive Web-based component providing more detailed information can add value to and extend the life of an event. These observations on enhancing the credibility of exhibitions in China were made by Glenn Hansen, President and CEO of BPA Worldwide and Doreen Chan, General Manager of Asia Pacific Region during panel sessions at the International Association of Exhibitions and Events (IAEE) and the UFI (Union of International Fairs) meetings respectively during the 6th China Expo Forum for International Cooperation (CEFCO) on January 14 to 16 in Xi’an.

"In today’s challenging economic climate, measurement has now become a more important issue for marketers, ranking just behind exhibiting costs," Hansen asserted. "Standardized independently derived data compiled by a third party in a public audit highlights the attraction of an event by facilitating informed show participation decisions and more effective planning to recoup return on investment. Today’s priority for show organizers is verifying the attendance of registrants, while standards in the future should advance to the quality and engagement of attendees. A web-based component containing users sessions and relevant multiple web metrics can extend the life and increase the value of an event," he added.

Hansen mentioned that BPA Worldwide, working with CR Nielsen, now bundles audited web data with event audits at no additional cost. Earlier this year BPA Worldwide and the Shenzhen Science & Technology, Industry, Trade and Information Committee (SZSITIC) within the Shenzhen Municipal Government launched a collaborative effort whereby BPA will provide event auditing services as part of a subsidized program.

"The BPA audit report service and our collaboration with partners is improving the quality of information available to event organizers by providing them with a demographic profile of attendees," said Doreen Chan. "With BPA’s interactive tool bundling audited web data with event audits, events organizers can shift from single channel attendance measurement towards proving total brand metrics. The richer information also enables exhibitors to more efficiently utilize resources to achieve their objectives."