2. Károly NAGY Odessa, April 12, 2002 1 The CENTREX Experience Exhibition statistics auditing Practical organisation Use of the statistics within company operation

3. Károly NAGY Odessa, April 12, 2002 2 Basic reasons Needed sales points Needed to show we excel We are better, our data are transparent, clear, comparable

4. Károly NAGY Odessa, April 12, 2002 3 Data are important To measure / present market values (like other media) To show what investment brings out of the expenditure

5. Károly NAGY Odessa, April 12, 2002 4 The Values Number of (paying) Exhibitors (paid up) Size of the Show Number of Visitors Quality of the Show Visitors Exhibitors

6. Károly NAGY Odessa, April 12, 2002 5 How to Prove Outside – third party – assurances Auditing by internationally recognised firm not the regular financial auditor

7. Károly NAGY Odessa, April 12, 2002 6 What to do in-house Train own staff Make them understand why is it important Establish suitable incoming documents Establish suitable own EDP solutions

8. Károly NAGY Odessa, April 12, 2002 7 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

9. Károly NAGY Odessa, April 12, 2002 8 Application forms Most important documents Data input Raw material for statistics No right to modify content Introduce different contract forms?

10. Károly NAGY Odessa, April 12, 2002 9 Single EDP system You can not introduce different data processing for you audited and non- audited shows You can not expose your own staff to work under different rules

11. Károly NAGY Odessa, April 12, 2002 10 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)

12. Károly NAGY Odessa, April 12, 2002 11 What do we give to auditor Statistics complete as much as possible charts, printouts, tables, lists etc Document samples Hall plans Demonstration programme lists

13. Károly NAGY Odessa, April 12, 2002 12 Where they get the data Blank application forms Filled in application forms –beginning of the process Issued invoices to the exhibitors Bank certificates Printouts, tables, hall layouts Cashier reports

14. Károly NAGY Odessa, April 12, 2002 13 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!

15. Károly NAGY Odessa, April 12, 2002 14 Non-paying customers press, media, barter deals, associations, cities, other institutions When to considered as exhibitors (see size of investment)

16. Károly NAGY Odessa, April 12, 2002 15 Special demonstration area Exhibition space (net sq. m.) Performances, shows, lectures, contests Relates/covers/promotes profile of the exhibition Independent of any single exhibitor. Must have a detailed programme to monitor

17. Károly NAGY Odessa, April 12, 2002 16 Do auditors visit the show ? At the beginning it is advisable Later they can do it off line –It depends whether they do it one by one after the show or in once every (half) year

18. Károly NAGY Odessa, April 12, 2002 17 Number of visitors How many of them have purchased the tickets – cashier reports Ticket samples, ticket serial numbering Evidences of visits (registration) Survey reports (quality of the visitors)

19. Károly NAGY Odessa, April 12, 2002 18 Why visitor registration ? Get far reaching data Get best available off-show contact opportunity Get most information available about the buyers (Ultimate Customers) Generate future media base (value added opportunities)

20. Károly NAGY Odessa, April 12, 2002 19 Why to convince own staff You show your company well organised / managed –(your company is Excellent) Better they prepare/provide documents the easier, faster and problem-free auditing can be –Time is money –Auditing companies usually charge hourly or daily rates –The better we prepare in-house less expensive it is

21. Károly NAGY Odessa, April 12, 2002 20 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)

22. Károly NAGY Odessa, April 12, 2002 21 CENTREX geographics

23. Károly NAGY Odessa, April 12, 2002 22 Thank you for attention We are available at: CENTREX International Exhibition Statistics Union BUDAPEST EXPO tér 1. Phone/fax: +36-1-2636368 E-mail: info@centrexstat.orginfo@centrexstat.org Or visit: www.centrexstat.org