Dear BPA Worldwide Member:

BPA Worldwide marked a number of gains and positive achievements in the Events Audit arena throughout fiscal year 2008-2009 (ended June 30) and we are pleased to share those results with you.

Globally, BPA completed 21 event audits in fiscal year 2008-09. Nine were initial events members and 12 were returning.

Initial Event Audits:
APLF 08 – Fashion Accessories Fall (Hong Kong)
APLF 09 – Fashion Accessories Spring (Hong Kong)
British Dental Trade Association Show (UK)
Buildex 2009 (UAE)
China International Boat Show (China)
Cosmoprof Asia – Natural Health (Hong Kong)
JIMEX 2008 (UAE)
PittCon 2009 (US)
VIV China 08 (China)

Regular Event Audits:
AIA 2009 (US)
APLF 09 – MMT (Materials Manufacturing & Technology) (Hong Kong)
ASIS 2008 (US)
Exhibiting Show 2008 (UK)
FOSE 2009 (US)
Internet World 2009 (UK)
Interop Las Vegas 2008 (US)
Interop New York 2008 (US)
LinuxWorld/NGDC 2008 (US)
Macworld 2009 (US)
NEPCON China 2009 (China)
The Rental Show 2009 (US)

Please take a few moments to note some of the other accomplishments BPA’s Events Audits team achieved in the past year. As always, I welcome your comments and feedback.

Sincerely,

Glenn Hansen
President and CEO, BPA Worldwide

Click here for year-end reports on BPA Interactive and BPA Print.

In line with BPA’s ongoing commitment of providing maximum assurance of attendance data accuracy at face-to-face events – we undertook a research study to measure the perceived value of independent event audits and how they are utilized when marketers are deciding to exhibit at a given business-to-business event.

The free white paper, which has been downloaded 427 times, titled “Protecting the quality of publishers’ databases and the advertisers’ investment,” had three main objectives:

• Determine the key ROI drivers for event exhibitors
• Determine extent to which a detailed audit report of verified attendance and demographic data (or lack thereof) would compel or impede exhibitors to add an event to their plan
• Determine extent to which exhibitors hold show organizers accountable for delivering on promises of audience quantity and quality

As a result of the data collected during the survey, a number of implications regarding the value of independent event audits and where they fit in exhibitors’ decision to attend a show can be drawn. A few are:

• Companies are planning to exhibit at fewer shows in 2009, suggesting they will be more selective in which shows they do exhibit.
• Event audits show increased importance in the minds of exhibiting companies
• Event and tradeshow organizers should be held accountable for audience as defined by quality promised and purchasing power

The free whitepaper’s entire methodology, key findings and all implications and conclusion are presented if full detail by clicking here.

Events webinars draw event organizers and exhibitors

BPA hosted several events-audit themed webinars in the past year. A total of 538 registrants signed up to attend these free presentations.

Each webinar has been archived for viewing at any time.

Webinars included:

• Attendee Quality = Economic Stimulus: Verifying qualified buyers to boost financial returns
  April 2009

• Event audits: Your strongest ally in a challenging economic climate
  January 2009

• Using Event Audits to choose the show that is best for you
  September 2008

BPA certifies 21 new event auditors

In our ongoing effort to provide full transparency to the tradeshow and events industry, BPA in June certified 21 new events auditors.

BPA’s auditors participated in a two-day training course to obtain Event Audit certification and to conduct audits in accordance with UFI’s Auditing Rules. The auditors successfully completed two tests that covered BPA rules and UFI auditing standards’ criteria. Training and testing took place at BPA’s Shelton, CT USA headquarters and in its Middle East office in Dubai Media City, UAE. The next event auditor certification training will be held in BPA’s London and Beijing offices.

BPA’s newest certified events auditors include (pictured from left to right): Kate Donato, David Arena, Carrie Nolte, Susan Black, Stephanie Gayda, Erik Hedman, Megan Hallama, Nicole Ostigny, Adam Garbati, Jennifer Logan, Joe DiMaggio, David Moore, Wes Mohn, Jason Bounds, Irene Kim, Haytham Daker and Jack Wang. Not pictured are: Kristen Ditolla, Elaina Braddick, Fadi Baddur and Aiham Jaabari.

CANADA

BPA/CCAB becomes first auditor to be certified by Canadian tradeshow group

In a move that will provide Canada-based event organizers and exhibitors with independent, third-party attendance data, BPA and its Canadian division, CCAB, in April became the first auditor of media to be certified by the Canadian Event Audit Advisory Council (CEAAC).

The CEAAC, a not-for-profit organization formed in May 2008, is made up of a group of trade and consumer show professionals for the purpose of providing credibility and consistent standards to the Canadian trade and consumer show industries, and works to encourage industry adoption of independent event audits.

"Known globally as a leader in media auditing, we are happy to recognize BPA Worldwide as our group's first audit organization,” explained Carol Bell-LeNoury, CEAAC chairperson and a show organizer with Business Information Group. “BPA’s independent audit of tradeshow attendance will provide the transparency that Canadian event organizers and exhibitors will find invaluable."

“CCAB/BPA is proud to be the first CEAAC-certified auditor,” said Glenn Hansen, CCAB/BPA’s president and CEO. “Events exhibitors and sponsors require greater accountability of the returns on marketing investments. Independently audited attendance and audience demographic data are vital to the growth and success of the exhibits and events industry in Canada and around the world.”

CEAAC’s certification verifies that CCAB/BPA’s systems and procedures conform with the industry standards for independent auditing of attendance and attendee demographics for both business-to-business and business-to consumer exhibitions and events.

The CEAAC comprises representatives from show organizers, exhibitors and industry vendors including Business Information Group; CONEXSYS Registration; Helmer Management Group International; MicroSpec Systems Inc./tix123 by MicroSpec; NewCom Business Media; OHA; Plum Communications; Premier Consumer Shows; and Siskind Training.

EUROPE

BPA completed two regular audits in the UK over the past fiscal year—the Exhibiting Show 2008 and Internet World 2009—and welcomed the British Dental Trade Association Show as a new event member. Two of the three audits completed were combined audit/research reports done in cooperation with Vivid Interface, a UK based research company and BPA partner (see story below).

UFI to require event audits to maintain certification

Due to a recent rule change, as of July 2010 UFI will require all member’s to have a third-party audit of their events to maintain UFI certification.

Due to an update of the UFI rulebook (see Rule 3.1 below), new events can achieve a UFI certification after two consecutive years of audits. Existing events can maintain UFI approval/certification with at least one audit every other year (see Rule 3.2 below).

Updated UFI rules:

• 3.1     In order for an exhibition to become an UFI Approved Event, the member organizer must provide the UFI Membership Committee with an audit certificate by an approved auditor working according to the UFI Internal Rules and the rules outlined in the current document. An audit certificate must be provided for the two consecutive sessions of the event preceding the UFI Approved Event request.

• 3.2     In order for an exhibition to remain an UFI Approved Event, the member organizer must provide UFI Headquarters with an updated audit certificate produced by an approved auditor working according to this standard for every other edition of the event, except in the case of an event taking place less frequently than once every two years wherein each edition should be audited.

An UFI associate member since 2007, BPA is certified to provide event audits to the trade show industry that enable existing or prospective UFI members to satisfy the audit requirement. 

“BPA’s associate membership of UFI will provide show organizers operating events in international locations with ready access to experienced international event auditing services,“  explained BPA Worldwide President and CEO Glenn Hansen. “A BPA audit and resulting membership in BPA will further increase the accountability of the exhibition by providing a powerful marketing tool for use in the promotion of events to exhibitors, sponsors and advertising/communications agencies.“ 

UK events opt for combined audits and research

Two more b-to-b events in October 2008 became the latest to report attendance data in a combined event audit and research report from BPA and its research partner, Vivid Interface.

CMP Information’s Internet World exhibition at Earl’s Court, London, released its BPA event audit and research report for the second year, and Incisive Media’s Channel Expo, an event at the NEC dedicated to the IT reseller market.

Both reports support verified attendance data collected through the registration process with an analysis covering geographical breakout of attendees, visitor product interest, satisfaction data, buying plans and purchasing budgets collected through an attendee survey.

The audited attendee analysis for Internet World, which serves professionals working in internet and digital business sectors, showed that 13,348 people in total attended the show over the course of the three days, 11,156 of whom were visitors. This figure included a crossover of 2,258 people attending the International Direct Marketing Fair, which was taking place at the same time at the same venue.

The Channel Expo report shows that the event was attended by a total of 2,915 people, 2,095 of which were visitors. 40.2% of those attending were at owner, partner, managing director of chairman level and 69.7% of those attending had buying responsibility for their company.

“Our event audit and research reports counter the misconception that an event audit doesn’t provide sufficient information to sell to the exhibitor,” said Stuart Wilkinson, BPA Managing Director for EMEA. “The reports provide exhibitors with comprehensive independent information on which to base their buying decisions and event organizers with sophisticated, accountable data that delivers a point of differentiation and a real competitive advantage in the market place.”