SOURCE: BPA Worldwide

February 20, 2009 08:58 ET

Editorial Feature: BPA Survey Finds Quality Remains at B-to-B Trade Events

SHELTON, CT--(Marketwire - February 20, 2009) - A new survey indicates that the quality of the attendees rather than their sheer numbers is the primary factor in an exhibitor's decision to take part in a particular trade show.

The survey led to a white paper released this month by BPA Worldwide that supported the idea that an attendance audit is a valuable tool for show organizers to prove that their events offer a solid ROI even if the overall crowd count of the show is down.

"With today's economic climate, we are already seeing a drop in trade show attendance," said Glenn Hansen, president and CEO of BPA Worldwide. "Data from an independent event audit, however, means organizers can drill down into their event's attendance figures and identify exhibitors' target markets."

The white paper, which can be downloaded free at bpaww.com/exhibitorwp, was compiled from a survey of approximately 6,600 exhibitor contacts at companies of various sizes and conducted late last Fall. The results showed companies making plans to scale back exhibiting in 2009 and that 40% had seen traffic at their exhibits falling off during 2008.

As the global economy continues down an uncertain road, BPA pointed out that marketers are being held accountable for every spending decision in every media platform. "Event audits are the obvious answer for organizers who can use the data to set their show apart from their competitors," the paper said, "and for exhibitors who can use attendance demographics to choose the right event, staff their booth appropriately and provide accountability to senior management."

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