Presentation

Presentation
What is an Event Attendance Audit?
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An objective review by an independent (and certified)
auditor of registration data (including interviews) to
objectively confirm the number of Exhibit Only and paid
Conference Delegates who actually attended an event.
A report by the auditor summarizing the data.
Why audit?
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To ensure confidence in the audience numbers reported by
the event organizer.
To ensure consistency in how the numbers are audited.
To help ensure your event objectives are
realistic/achievable.
To budget/plan more effectively.
Why should you care?
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Whose responsibility will it be if you don’t meet your event
Return On Investment (ROI) or Return on Objectives (ROO)
due to not enough visitors?
What is the EEIAC?
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The Exhibition & Event Industry Audit
Council is an independent organization
composed of exhibitor and event
organizer personnel who are charged
with monitoring a consistent set of event
audit standards which independent
auditors must follow in order to have their
audits certified.
Who’s on the EEIAC?
Chairman
Mr. David A. Korse
President & CEO
IDG World Expo
Ms. Karen Formico
Manager Marketing
Services
Broan-NuTone, LLC
Mr. Galen Poss, CEM
President
Hanley-Wood
Exhibitions
Vice Chairman
Mr. Geoff Poli
Vice President, Managing
Dir
Carat Face-to-Face
Mr. Britton Jones
Ms. Kimberly Gishler
NA Marketing
Communications Manager
ProCurve Networking
Business
Hewlett-Packard Company
Mr. Robert W. PriestHeck
Chief Executive
Officer
MediaLive
International Inc
Secretary-Treasurer
Mr. Dan Cole, CEM
Vice President, Sales &
Business Development
Consumer Electronics
Association/CES
Mr. Patrick Buchen,
CEM
President/CEO
Adjuvant Expos Inc
Mr. John Cook, CME
Manager Trade Shows
Hitachi Data Systems
Mr. Andrew Dudek,
CMP, CME
Trade Show Manager
Telcordia
Mr. Robert Harar
President & CEO
National Trade
Productions, Inc.
President and CEO
Business Journals, Inc.
Ms. Marilyn Kroner
Quantum Corp- DL Tape
DivisionMs.
Lynne Parry, CTSM, CME
Trade Show Manager
Apple Rubber Products Inc.
Mr. Vincent Polito
Senior Vice President
Reed Exhibitions
Mr. David M. Rich
Vice President,
Program
Strategy/Worldwide
George P Johnson
Company
Mr. Harris Schanhaut
Manager, Events
Marketing
American Express
Mr. Steven Hacker,
CAE
President
IAEM
A checklist: questions for
the event organizer
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Do you audit your attendance figures?
If yes, is the audit done to EEIAC standards?
If yes, has it been certified by the EEIAC?
May I have a copy?
What does an audit look like?
What does an audit look like?
What does an audit look like?
What does an audit measure?
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Exhibit-Only Attendees
+ Conference (delegate) Attendees
= Total Verified Attendance
+ Analysts, Speakers, Press, Exhibitors
= Total Attendance
Your opportunity
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Many top industry organizations are promoting audits and
encouraging the event industry to “step up” to improve
quality and credibility for years.
Now is the time to “walk the walk!”
Just say no!
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Why would you make a purchasing decision without being
sure about the event’s actual historical audience
information?
Why isn’t the organizer agreeing to perform audits (if they
are not)?
We won’t/can’t get organizers to audit if you won’t demand
that they do!
Questions?