The CENTREX Experience

Károly NAGY Bologna, July 3, 2002 1

The CENTREX Experience

Reliable exhibition statistics (auditing)Measuring (and merits of) valuesCertification and publishing of data

Károly NAGY Bologna, July 3, 2002 2

Basic reasons

• Needed sales points

• Needed to show we excel

• We are better, our data are transparent, clear, comparable

• THEY CONSTITUTE CERTIFIED VALUES

Károly NAGY Bologna, July 3, 2002 3

Data are important

• To measure / present market values

(like other media)

• To show what the investment brings out of the expenditure

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The Values

• Number of (paying) Exhibitors

• (paid up) Size of the Show

• Number of Visitors

• Quality of the Show • Visitors• Exhibitors

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How to Prove

• Outside – third party – assurances

• Auditing by internationally recognised firm

• not the regular financial auditor

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What to doin-house

• Train own staff

• Make them understand why is it important

• Establish suitable incoming documents

• Establish suitable own EDP solutions

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What to do ex-house

• Educate exhibitors to understand criteria

• Properly fill in suitable application forms

• A long process

• You might not be arrogant, pushy

Károly NAGY Bologna, July 3, 2002 8

Assurance for auditing company

• Application form is suitable for easy processing

• EDP is suitable for the purpose and unintrusable

• Output EDP provides for their auditing

• To know what we intend to use (in marketing communication, positioning)

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Do not forget!

• These documents are of financial character

• It is best done by professional financial auditing company

• However, not a usual financial controlling

• It is needed only for generating transparent, creditworthy marketing arguments, sales points!

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The CENTREX Story

• Similar situation, similar challenges

• Joint answer to an urgent need

• Trust and experience

• Taking what was available elsewhere

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CENTREX use of audited statistics

• Use in all our marketing communication: brochures, comparisons, press work, aggregate statistics

• Publicise in the countries and internationally

• Brochures help unfamiliar company make right decisions (about a first participation)

• Guidance for foreign trade associations, chambers (to recommend right shows to members)

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Qualification and Certification

• Statistics and research

• Qualification starts with tested uniform categories, understanding

• Certifiable and certified

• Publicity of certification

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Quality data on exhibitions

• Research among exhibitors– part available before the show - certifiable– subjective opinions during/after show

• Research among visitors – Sample vs. registration– smaller investments - higher optimism

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CENTREX geographics

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Thank you for attention

• We are available at:

CENTREX International Exhibition Statistics UnionBUDAPEST EXPO tér 1.Phone/fax: +36-1-2636368E-mail: [email protected] visit: www.centrexstat.org