• A better way to choose what shows you attend. An audited show should hold priority over any unaudited show.

• Help justify to upper management why a show would be beneficial to your company.

• Easy comparisons when you research two similar events that have audit reports. You will be able to make a sound decision on which will meet your marketing and demographic/geographic needs.

At-Show and Post-Show Benefits of an Events Audit Report:

• Use your event audit report to drill down from the entire attendance to your specific target market.
• Provides sound data to help you prepare the products or services that will help you achieve your ROI /ROO at the event.
• After the event, the report serves as a metric to measure against your ROI/ROO goals for a show.
• Measure how much of your target market was missed. You can then implement a revised marketing plan to reach the missed targets at the next year’s event.
• Logistically prepare for a show. Use the report’s data to know how many staff you will need and booth size to accommodate your target market.
• Let the audit report serve as the basis of any research you may choose to do for a particular show. Research is only as good as the data it is built upon.
• Hold your organizers accountable for promised deliverables.

The audit report can be used in conjunction with the CEIR ROI Tool Kit.

Audit reports are free for exhibitors and should be provided to you by the organizers as a best business practice.

ASK ALL OF YOU ORGANIZERS TO PROVIDE YOU WITH A THIRD-PARTY EVENT AUDIT.

For more information, contact John Mikstay, CEM,
Events Audit Manager at jmikstay@bpaww.com or (203) 447- 2881.