CeBIT America 2003 Takes Initiative in Conducting Trade Show Attendance Audit
28 October 2003 - 4:54AM
PR Newswire (US)
CeBIT America 2003 Takes Initiative in Conducting Trade Show
Attendance Audit 2003 Event Audit Reflects Goal to Provide More
Precise Marketing ROI; Organization Also Taking Part in New
Initiative To Raise Technology Show Auditing Standards
Industry-Wide NEW YORK, Oct. 27 /PRNewswire/ -- CeBIT America, the
premier information and communications technology (ICT) event for
the enterprise business marketplace, today released details of the
attendance audit conducted following its debut 2003 exhibition,
held June 18-20 at the Jacob K. Javits Convention Center in New
York. The audit, based on input from technology exhibitors and
recommendations made by members of the Computer Event Marketing
Association (CEMA), addresses information and metrics technology
company marketing executives need and want to make informed
decisions, including audience demographic profiles and
attendee-buying power. CeBIT America is breaking new ground in
responding to exhibitors' need for credible, quantifiable facts to
help them more precisely measure the return on their trade show
investment dollars -- a commitment made to the industry in early
2002 when Hannover Fairs USA initially announced the creation of
CeBIT America. Exhibit Surveys, Inc. of Red Bank, New Jersey,
conducted the audit, under the direction of Skip Cox, President.
The CeBIT America audit reported a qualified enterprise buying
audience of 8,510 verified attendees. Of these, 43% were
representatives of an enterprise buyer, government agency or
educational institution, and 32% were trade resellers (channel),
systems integrators, developers or IT consultants. Of the
enterprise buyers, government agencies and educational
institutions, over 60% projected that their organization's
expenditures on IT solutions would exceed $5 million in the
following 12 months. Approximately 90% said they impact buying
decisions within their organization. These audit results confirmed
the CeBIT America plan to attract a business technology buying
audience, the primary target for the New York City event.
Additional information collected in the audit includes type of
business, job title/function, size of company, gross annual sales
and geographical distribution. In addition to surveying attendees,
the audit included people who had registered for the trade fair but
did not attend. "Our audit criteria came directly from our
customers," commented Mark Dineen, Managing Director, CeBIT
America. "We are committed to helping our exhibitors evaluate their
trade show participation based on concrete metrics, and giving them
the tools to compare marketing vehicles based on real facts and
data. The depth and breadth of this information will provide
exhibitors with more complete information on the quality of
attendees -- thus improving the value proposition and enhancing
participants' business results." "Our industry has been talking
about a better way to monitor and report trade show attendance for
over 25 years, and it's time for some progress," continued Dineen.
"In addition to our own audit commitment -- initiated at our very
first show here in the United States in June 2003 -- we are pleased
to participate with the development of the IT Event Measurement and
Audit Council. We will be there when the Council convenes for the
first time next month at COMDEX in Las Vegas, to reinforce the need
for realistic measurement across the industry. We believe that our
foresight, commitment and actions, along with the IT EMAC
initiative, will enhance the way events are perceived by
exhibitors, buyers, and the media industry in general." For an
audit summary, contact Mark Dineen at . About CeBIT America CeBIT
America is the premier Information & Communications Technology
(ICT) event for the enterprise business marketplace. Emphasizing
the entire spectrum of enterprise technology -- systems,
applications, networking and communications -- this is the only US
forum to explore the full range of next generation global
technologies and solutions. CeBIT is the world's largest and most
influential information and communications technology trade fair.
The flagship event, CeBIT Hannover, runs for seven days each spring
and takes place at the Hannover Fairgrounds in Hannover, Germany.
CeBIT Hannover 2003 used 3.7 million square feet of net display
space and hosted 6,602 exhibiting companies, 556,200 visitors and
10,711 journalists. CeBIT America joins the annual roster of
international CeBIT events that includes -- in addition to the
original CeBIT in Hannover -- CeBIT Asia (Shanghai, China), CeBIT
Australia (Sydney), and CeBIT Bilisim Eurasia (Istanbul, Turkey).
Visit http://www.cebit-america.com/ for more information.
DATASOURCE: CeBIT America CONTACT: Laura E. Wilker of Makovsky
& Co. for CeBIT America, +1-212-508-9656, Web site:
http://www.cebit-america.com/
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