Written by Greg Nagy

Published: 04 April 2016

In order to ensure the availability of internationally acknowledgeable and transparent exhibition data the CENTREX International Exhibition Statistics Union members have updated their earlier Exhibition Statistics Auditing Rules and apply this as Unified Regulation by the afore mentioned companies in their exhibition activity.

1. VISITORS
   1. Quantitative visitor data
      Number of visitors is calculated on evidence.
      1. Paying visitors
         Number of paying visitors is established through financial evidence:
         number of sold tickets (prepaid or on the spot)
         number of tickets/entry passes paid by the exhibitor or a third party
         Visitors with season tickets are calculated as financially reasonable minimum number of use of the tickets (price of season ticket divided by the price of the respective single ticket).
         Number of family tickets sold - whenever relevant - are calculated as 4 visitors.
      2. Other identified visitors
         Persons arriving with vouchers, registration cards or similar valid free passes, tickets can be counted as visitors only if evidence is available (e.g. serial numbered control slips or the registration cards).
         Persons entering the exhibition with permanent passes (e.g. annual complimentary cards or VIP passes) can only be considered as visitors if evidence is provided for the visit (e.g. special registration slip).
      3. Number of visits 
         In case of verifiable conditions repeat visits and consequently total number of visits may be calculated on evidence (e.g. serial numbered control slips or electronic entry system reports). Total number of visits is the sum of the total number of single visits and of the total number of repeat visits.
         In case no verifiable conditions apply the total number of visitors and the total number of visits shall be the same.
      4. Other 
         Number of exhibitor tickets/passes cannot be taken as visitors irrespective whether they were issued free or sold.
         Persons visiting an exhibition/fair without evidence provided cannot be considered as visitors.
         Person buying tickets or preregistering e.g. through Internet but not entering the gates/visitor control system shall not be counted as visitors.
   2. Qualitative visitor data
      1. Foreign visitors 
         Number of foreign visitors can be established either by direct evidence: tickets/passes sold/given out at special counters/gates for foreigners, filled in-registration cards with evidence of the foreign origin of the visitor or indirectly, through representative visitor surveys.
      2. Trade visitors 
         Number/percentage of trade visitors can be obtained through processing of the registration cards or representative visitor surveys.
      3. Other specific data 
         Other specific data on the quality of the visitors like age groups, decision-making capacity etc. can also be obtained through processing of the registration cards or representative visitor surveys.
   3. Control of visitor data 
      Number of sold tickets are established on the basis of cash counter records of the organiser. Tickets should be issued with serial numbering.
      Number of registration cards/vouchers is to be established through actual count and recorded in relevant documents.
      Number of revisits is to be established through actual count of the control slips and other documents or on basis of relevant report from the electronic entry system.
      Control of the qualitative figures should be performed through inspection of the evidences available - gate entry records, registration cards, visitor survey questionnaires and reports etc.
      Financial records/relevant documents shall be subject to control by the auditor.
      In case representative survey serves as base of qualitative data the auditor shall specify the method of it in its report.
2. EXHIBITORS
   1. Quantitative data
      1. Number of exhibitors
         Whoever rents an autonomous, separable and paid-up area unit (a stand) where people are employed exclusively by himself to offer goods and/or services in his own name for the entire duration of the exhibition/fair can be considered an Exhibitor - irrespective of the branch or product classification. The organiser of the exhibition issues an invoice on him.
         Co-exhibitors at an exhibitor's stand or participants at a collective stand are also considered as exhibitors for statistical purposes if they exhibit their own goods employing their own personnel on the exhibitor's stand or at a common stand organised by a collective stand organiser and their autonomy can be undoubtedly recognised even without physical separation. These companies are considered as exhibitors regardless that the invoice is being issued on the exhibitor or on a collective stand organiser. The nature of the participation and the identity of each exhibitor at the stand should be undoubtedly clear from the application form sent to the exhibition organiser.
         A collective stand organiser should be considered as an exhibitor only if it is undoubtedly clear from the common stand plan that the collective stand organiser also disposes of an autonomous stand segment with at least one open side towards the visitors to carry out his own marketing activity.
         When an exhibitor has more than one stand within an exhibition branch (product group) only counts as one exhibitor. In case it exhibits at more than one branch (product group) it can be counted according to the number of branches where it rents stands.
         Service companies, authorities, associations, institutes, media companies who rent/contract exhibition space (stand) and they offer their services which are relevant to the theme of the exhibition are also considered as exhibitors.
         A company who does not attend the exhibition (although it rented a stand) is not considered as exhibitor.
      2. Transparency of the calculation 
         Further to exhibitors no other categories like sub-exhibitor, co-exhibitor, non-direct exhibitor, indirect exhibitor should be used in the statistical publications.
   2. Nationality of the exhibitor
      1. Nationality of the exhibitor
         Nationality of the exhibitor should be undoubtedly clear from the application form sent to the exhibition organiser. The nationality of the exhibitor is the country which is mentioned in the application form.
      2. Statistics on the exhibitors
         The number of the exhibitors can be broken down into foreign exhibitors and domestic exhibitors.
      3. Within domestic exhibitors the number of exhibitors can separately counted as multinational exhibitors and non-multinational exhibitors as sub-categories. (see classification/definition in Section V. of the present Auditing Rules)
      4. International exhibitors are considered as sum of foreign exhibitors and multinational exhibitors.
   3. Control of the exhibitor data
      Exhibitor data is to be controlled on the basis of application forms, contracts, agreements, invoices and relevant computer printouts. These documents shall give evidence to the qualitative figures as well.
      The total number of participating countries is also to be declared where the country of the organiser/location of the event is also included.
      Other statistics on available qualitative data can also be made public (like trader or manufacturers or loyalty of the exhibitors) but they should be subject of control and verification (statistics audit) beyond the present Regulation.
3. EXHIBITION SURFACE
   1. Exhibition surface
      Exhibition surface and stand data are given in square meters.
      1. Total contracted space
         Total contracted space is the total territory of exhibition stands rented/contracted by exhibitors (as invoiced to or rendered under agreement to the exhibitors) and which is occupied by the exhibitors for the entire duration of the exhibition.
      2. Special show space
         Special show space is an exhibition space (net sq. m.) where performances, shows, lectures, contests (e.g. stage) are held, if this activity relates/covers/promotes the theme of the exhibition, and which space is independent of any single exhibitor.
      3. Total net exhibition space
         Total net exhibition space includes the total contracted space (as per Point III./1.1.) and the total special show space (as per Point III./1.2.)
      4. Special regulations
         The contracted space of a collective (common) stand can be calculated in total (the rented space according to the invoice) or as added up exhibitor-by-exhibitor (according to the stand plan if this completely equals the space invoiced to the collective stand organiser).
         Multi-storey stand space is to be calculated as per the invoice.
         Represented companies may not have exhibition space data.
   2. Qualitative exhibition space figures
      1. Contracted space as well as special show space can be broken down into
         Indoor space - t.i. rented/built in exhibition halls
         Outdoor space - t.i. rented/built in the open area of the exhibition compound.
      2. Total gross exhibition space
         Gross exhibition space can be calculated also for gross area occupancy of the exhibition compound. Such data shall be communicated only by members in their capacity as exhibition centres.
   3. Control of exhibition space data
      The total net exhibition space is to be controlled on the basis of invoices (contracted space) and on the basis of the hall/open area occupancy plans (floor plans) of the organiser (for the special show space).
      These documents shall give evidence to the qualitative figures as well.
4. THE PUBLISHING OF EXHIBITION DATA
   The publishing of exhibition data must be undoubtedly clear in definitions and content.
   Definition of the present Rules should be used only when fully complying with the content of this Rules.
   In no case should gross exhibition space be indicated/made public in a way to create confusion by exhibition organiser.
5. MISCELLANEOUS
   For statistical purposes domestic exhibitors can be broken down by multinational exhibitors and non-multinational exhibitors.
6. Multinational exhibitors: an exhibitor who is a multinational corporation (MNC) is a corporation or enterprise that manages production or delivers services in more than one country.

Original agreement made in Brno, on April 24, 1997.

Written by Greg Nagy

Published: 04 April 2016

       

Written by Greg Nagy

Published: 04 April 2016

 

4^th Central East European Exhibition Forum (CEEEF)

dedicated to

Corporate Social Responsibility among Fair Organisers

in Central East Europe

Summary

Prague May 19, 2017, as an accompanying event of celebrating 20 years anniversary of CENTREX Union

Keynote speaker:   Dr. János Barabás PhD, HUNGEXPO Chairman Sociologist, UFI Vice President

Speakers:               Mr. Jiri Kulis, Chairman and CEO of Brno Trade Fairs

                               Mrs. Iwona Kasprzak Ciesielska, PR Director, MTP

                               Mr. Andrzej Mochon, Chairman and CEO, Targi Kielce

                               Mr. Gábor Vaszkó, Director, V-Trade Exhibitions

Moderator:             Mr. Károly Nagy, Advisor of CENTREX, Economist, Expert of Exhibition Industry

Participants:          CENTREX members and as guest Polish Chamber of Exhibition Industry

In his foreword Mr. Károly Nagy has mentioned that through meetings with CENTREX members - also as a side experience of the audit visits - many ideas, events, approaches came on surface how the trade fairs organisers needed to understand and react to the different written, spoken or even unspoken demands from their environs: of public authorities, the surrounding public, society.

CENTREX then decided to continue with the previous practice of exchanging experience on Central European region level. Thus this Forum has its objective as sharing experiences and aspirations by public and private fair organizations working for and with local authorities and local civil societies in Central East Europe. The Forum is meant to be an opportunity for assessing changing expectations towards corporate, family businesses.

There is no single definition what Corporate Social Responsibility is. Hereby 4 dimensions of CSR was aimed at this meeting:

• social,
• economic and
• stakeholders relations
• environment

the relationship between business and society, describing CSR in terms of business operation, interactions with their stakeholders, how trade fair companies care for progress in civil society.

CSR is not charity, it is not philanthropy, it is – according to Dennis Wilcox – as a business standard. CSR is popularly conceived as activity of globalised organisations however own CEE businesses should be even more sensitive to the issue – having higher social involvement in local and national fabric.

 

In the Keynote dr. János Barabás PhD, HUNGEXPO Chairman – a sociologist – and UFI vice president spoke about

          Challenges of the changing societies – and its impacts on Corporate Social Responsibility

He made 3-layer approach: global changes, psychological factors and main impacts on exhibition industry.

 

I. Global changes: fake news are often popping up and people are hard to know whether to believe or not

• challenges are by
  • globalization
  • localization
  • volatility (and often vulnerability)
  • crisises – both on global and local level
  • digitalisation
• lack of trust - political, psychological
• anti-elite - elite of political and economic - resulting in populist movements
  

II. Psychological factors

• increasing isolation
• lack of cooperation, solidarity, social cohesion, transparency, accountability
• lack of responsibility
• speed of info – internal – immediate responses are expected
• virtual world – can manipulate
• young generation lacks knowledge of the critical approach – what is true or not
• lack of stability – longer life, shorter life cycles

 III. Main impacts on exhibition industry:

• increasing regional differences – e.g. China, South America
• Anglo-Saxon model or German model – which are to follow
• market changes
• consumers – customers need change
• digital support needed
• structural conditions – reduced time, finance, increasing demands on exhibition yield

But anyway, he signalled not to forget the nature of exhibition industry – it is a mirror industry!

Mr. Jiri Kulis, Chairman and CEO of Brno Trade Fairs spoke about invitation by Czech government to participate at a national competition on CSR activities. It was BVV’s own exercise to put together an application was rather raising consciousness about the issue – and ultimately they were national 2^nd! 

He mentioned a few examples. E.g. BVV bought 2 paintings from child cancer foundation – and

now these are symbols for BVV.

He spoke about the corporate mission – and relations with the stakeholders – BVV has an advantage over manufacturing companies – which derive from the very activity, the effects and synergies give many opportunities like

•          support of SMEs – awards for the start-ups
•           support education – technical schools – special price for students (not free to make them feel they get values)
•           environment – selected garbage collection – it is natural, but with a reputed partner
•           architectural heritage – and an argument to the city – paying from own budget
•           employees are important – I Love Company – benefits to them are not just salary
•           relations with the city – not always about money but everything can be a value
•           BVV is part of many events in the city – e.g. fireworks competition, Jazz Festival on fairground
•           they want to look good – and accepted by local communities - I Love Culture
•           sport – healthy life – and the participants maybe future customers and BVV supports juniors
•           charity – special equipment to hospitals, support of home of elder/handicap people

It is a competitive advantage, brand building issue getting customer loyalty, loyalty with staff. Target: sustainable business. Value/year is 800.000 EUR (not only money).

Károly Nagy recalled that through the essence of the base activity, t.i. the trade fairs both exhibitors and visitors are gaining so the basic activity a kind of a society advantage.

 

Mrs. Iwona Kasprzak-Ciesielska, PR and Marketing director of MTP Poznan explained some best practices of MTP.

In her presentation she has put 3 target groups: business customers, local environment and employees. She mentioned that in many ways the interest is to develop true relationship.

Chapter 1. CSR towards business customers:

-          support the development of business,

-          exchange views and create new ideas in a

-          friendly international meeting place for

-          people thinking about the future.

MTP supports matchmaking, hosted buyers, industry programs launched by government.

Subcontractors are also requested to be correct – reputed – and this does support reputation of MTP as well.

She mentioned how Internet is used to support transparency - 50 profiles on FB

Chapter 2. Towards local environment: 

Though this is not the main clientele, but an important factor, the local society – so at MTP they are active in the interest of

-          Culture, entertainment

-          Sport

-          Innovation, support for science and education

-          Social Involvement

There are activities that provide entertainment, attractive ways to spend leisure time, the realization of one's own hobby – plenty of own dedicated events and sponsorships – and tool to make Poznan to be more interesting to live in!!! Beyond own fairs they stage e.g. Summer in Fair Center – also a City Beach, an open air cinema. She mentioned shopping malls are challenge to these. These projects are organized with many local partners who mainly cover their own costs, and MTP accommodate them under favorable conditions.

Chapter 3. Employees:

MTP pays lot of attention to staff development, to the quality of present and future life (e.g. nursery, senior club), support in difficult situations, the needs of families and building a sense of community and team through integration meetings, occasions.

She presented a series of videos with multiple facets of CSR-related activity.

Mr. Andrzej Mochon,  Chairman and CEO of Kielce Trade Fairs was focusing on one specific project: EXPO CITY.

EXPO CITY project is the result of understanding – and spread of understanding – that trade fairs have a huge impact on local economy and environment. Local revenues are 5-7 times more than just Targi Kielce event revenues. Host city and city institutions should be interested as a team.

Then he mentioned a few German examples of XXI. century – where corporate social responsibility (CSR) is an integral part of corporate concept of trade fairs and comprises:

-          Sustainability - implementing numerous measures to preserve the environment 

-          Social Responsibility - being reliable partner, supporting social institutions and offering good working conditions

-          Involvement in Science & Education

-          and Cultural involvement.

He presented the mutual interests – Targi Kielce promotes the city and the city promotes Targi Kielce. EXPO CITY is not just a logo, it is a system – which is intertwining city institutions and Targi Kielce – local partners.

Goal is to build the image of Kielce as a modern city, supporting development of business, culture and science. Idea is to position Kielce as the city of exhibitions. Tactics include common marketing campaign of KIELCE CITY, companies related with exhibiting, and municipal institutions of culture, science and art. Participants of the project promote ExpoCity concept in the framework of their own events. These 26 institutions, companies place information about ExpoCity on the websites and in own promotional materials.

Coordinator is the city, and information about the events organised by participants are also on the common website: www.kielceexpocity.pl and in/at common promotional materials

Advantages are

• Low budget campaign
• Long term involvement of participants
• Communication both for business and private persons
• Using already existing events - no need to organize additional events for the promotion of the city
• Win-win situation for both municipal institutions and Targi Kielce
  • Institutions provide: image, interesting content, attractions for the visitors of exhibitions
  • Targi Kielce provide: brand, contacts and experience, bigger promotional budgets

 He mentioned that in fact they do quite many things similar to Brno – he made reference to earlier supporting top hand ball team which ultimately won Champions League – and now they support women handball team instead, which now advances to top league.

Károly Nagy reiterated in line with the remarks by the participants: city relations are important and essential yet there is a continuous need to better explain the advantage and usefulness of trade fair operations both the city officials and the citizens.

Mr. Gábor Vaszkó, Director of V-Trade Exhibitions Ltd., Debrecen presented an approach – a family run business – not just exhibitions. He mentioned that CSR is to make the organisers happy, it is better to give than receive.

In their case CSR is related to core business. E.g. the new business model – Farmer Expo is a knowledge center: all conferences are free of charge in Farmer Expo. (‘Without knowledge any equipment is just a piece of metal!’ - László Vaszkó, Founder of V-Trade). Also beyond exhibition time they started a Pig Academy in Debrecen.

One of their exhibitions ENERGOexpo has an NxG (Next Generation) session for free. It is – should be sustainable, long term dedication and it has different meaning according to different local communities, society.

He made reference as – a major commitment to community – a family business value: they contribute to society with proper payment of taxes!

Long term vision goes through generations, need passion and invest in local community.

They believe that the social benefit of their exhibitions is higher than the direct profit of the participant.

Focus at their exhibitions are on Education, Innovation, Networking and Inspiration.

He then made an explanation – a remark what V-Trade (Vaszkó-Trade) stand for:

Traditional - because we provide services to our partners since 1990

Responsible - because we take care of the need of our partner and the society

Audited - because we are member of the CENTREX brotherhood J

Dynamic - because our team always seeks for innovative solutions

Education - because we provide knowledge and inspiration

Ms. Lesya Antoniv, Vice-president of GalEXPO, Lviv has added that as the leading fair organiser in Lviv, with annually 15 exhibitions their mission is to serve the local businesses and care for local visitors mostly. There is a sizeable growth of visitors at their fairs – and another mission is to internationalize local businesses. They have been planning to establish fair center cooperating with the city.

Mr. Vlad Cherchezan, Advisor at EXPO ARAD has brought 2 examples for the fact that often the trade fair activity itself is an issue of social responsibility: organizing job fairs do assist the community to fight against unemployment – while their wine and food fest do help small local companies as first steps to find ways onto markets and then to grow.

Dr. János Barabás, keynote speaker mentioned that on June 10^th, 2017 there will be a family meeting of the present and previous Hungexpo staff dedicated to 50^th anniversary and GED17.

In summing up Mr. Károly Nagy has reiterated that CENTREX members have shown how many aspects of social responsibility come up every day and that this sensitivity is inherent – irrespective of public or private owned businesses in the trade fair sector. This exercise on CSR really supports the efforts on Global Exhibition Day – we can be proud to be involved in trade fairs. Topic is planned to continue on national and international level.

In the end of the 4^th CEEEF Ms. Ildikó Molnár, Executive Director of CENTREX has kindly requested CENTREX members to commemorate the event, meeting – and contributing to the future – to plant a CENTREX tree at their premises and she handed out a plaquette for placing there.

Written by Greg Nagy

Published: 04 April 2016

Summary on 3rd CEEEF

CENTREX International Exhibition Statistics Union, the leading Exhibition Knowledge Provider of Central Eastern Europe has successfully organized the 3rd Central Eastern European Exhibition Forum (3rd CEEEF). Basically it followed the projects of 2nd CEEEF (on fair education) and the unique CEE visitor survey conducted in 6 countries, at 35 fairs among over 6,000 visitors. 

This new first-ever initiative and experience was relevant to the title Changing Roles of Research in Adjusting Fairs to Current and Future Demands’. The international workshop held in Prague has in details highlighted the growingly sensitive topic of interrelation between economic / sectoral development and exhibition industry trends, their presence and appearance in economic and exhibition research. It also presented collaborations and business opportunities between economic, market research institutions and trade fair industry 

Questions which have been discussed included how exhibitions and fairs reflect and relate to economic trends, consumer preferences and fantasies, how fairs respond to anticipated and factual economic changes and how fairs facilitate economic development, mostly in the small and medium scale sectors. Sources of research information and research methods were put to table and screen, advantages and difficulties of in-house and/or ex-house research options were 

Competitiveness in Europe and in other part of the world was brought to face the evolving demand on fair organizers to assist their partners to measure Return On Marketing Investment. Researches have assisted trade fair associations to develop suitable tools to upgrade their ability to respond changing environments in business and leisure relevance. 

Invited speakers and participants were coming from reputed international research organizations from Central and Eastern Europe and from West Europe (altogether 55 participants from 11 countries), debating and analyzing future challenges and opportunities. 

Keynote speaker Mr. Pál Belyó Director, ECOSTAT (HU) in his address dealt with the topic of the practical roles, implications of business and consumer confidence indices. It was on of the deductible assumption that even the same economic outlook in one country leads different segments of economy and the consumers into rather different assessment of the future. Mr. Belyó’s presentation on Large Company Prosperity Index, on Prosperity Index for Small and Medium Sized Enterprises as well as Economic Expectation of the General Public clearly indicated these diverse assessments. 

Many speakers spoke about the necessity that exhibition organizers must understand macroeconomic trends, business models, must know the markets. Mr. Jiri Kulis, advisor to CEO Veletrhy Brno (CZ) has brought up the US as an indication that exhibition trends in the different sectors has an understandable correlation to the GDP trends and the deductions made from knowledge of economics and markets are prerequisites for exhibition successes. He cited the Exhibition Industry Index (EII) and presented graphs to show the GDP and EII implications. He was of the opinion that an index like EII can also be considered as a macroeconomic indicator. 

He often mentioned that the US is faster than Europe and it is a growing challenge for all of us. In spite of all this he came to the conclusion that the major challenge is how exhibition organizer can cope with the United Corporations the visible effects of globalization. Quite a few participants disagreed to the applicability of US models in Europe. 

dr. Norbert Stoeck, Practice Group Manager, Roland Berger Strategy Consulting, Germany had his presentation on Macroeconomic impact of trade shows. In macroeconomic effects of the MICE sector 2 different elements can be discussed: tangible economic effects (hard facts) and intangible economic effects. 

Tangible effects are quantitative, quantifiable, measurable effects with regard to additional Gross Value of Production (GVP), Gross Domestic Product (GDP), Employment and Taxes. These are normally the basic arguments in case of a decision to invest, to erect a new fairground or new hall. 

Intangible effects are usually not measurable: Image, Marketing, Investment, Politics, Tourism. 

He presented German examples and additionally Brno’s survey which underlined that total effects indicate that the additional Gross Value Production in Czech Republic was 7.1 times the turnover of Veletrhy Brno, while the total employment effect has been 16 times higher that the total workforce of the company. Employment effect is spread almost all over the industries. He drew the conclusion that trade shows are ideal means to boost the economy and living standard of a city and its surrounding region and it has substantial influence on the local society. 

In Session B Dr. Hermann Kresse, CEO Kresse & Associates recalled a TNS EMNID survey among non-exhibiting companies, which tried to find out reasons for staying away from exhibitions, and perception of trade fairs and advantages, weak points and potentials for future exhibiting. It was general opinion that the backbone of exhibition industries are the small and medium scale enterprises. But: the market leaders are needed as lighthouse exhibitors. 

He has pointed at a seemingly contradictory pair of answers: high costs were named as the weakest point of trade fairs, but ultimately the companies backlisted cost factors as a less decisive point: they mentioned as high importance to get assistance in making exhibiting as easy as possible, offering attractive introductory packages for first-time exhibitors and for SMEs and special customer care for first time exhibitors. 

In order to activate them, trade fair organizers must communicate that the value-cost ratio of trade fairs is balanced and success factors of trade fairs are measurable! 

It was emphasized and often reiterated that trade fairs & exhibitions are sensual innovation marketing, they are places for experiencing innovations. 

Mr. Péter Komlósi, Research director of SZONDA-IPSOS Hungary has presented their 15-years research experience at fairs and tried to give an overview of the changing role of exhibitions – at least how they are reflected in the past researches with benchmarking. 

Regarding role of exhibitions from the visitors’ point of view, as objectives for visiting there was a continuous growth of factors like: 

• to get acquainted with novelties (from 71% to 86%!!!)

• good program, entertainment (from 64 to 79%)

• information source for buying (from 36 to 54%)

In their research exhibitions as communication marketing tools trends of the last 3 years showed that 

• For the exhibitors the exhibitions, fairs are one of the most important marketing-communication means,

• good program, entertainment (from 64 to 79%)

• The growing importance of the new communication tool – Internet – didn't affect the role of the exhibitions, but seriously affected the importance of the traditional media (press advertisements are less and less important).

• Personal sales’ importance has been growing, Direct Marketing and partner meetings have stagnant importance.

He came to a conclusion that through exhibition research the organizer can reconcile the interest of exhibitors and of visitors! 

dr. János Barabás, CEO of HUNGEXPO CCo. Ltd. has presented the other side of the coin: HUNGEXPO has been ordering and using researches made by SZONDA IPSOS for 15 years now. Under the title 'Converting Survey Results into Business Decisions' his presentation could be taken as a follow-up to Mr. Komlósi on product development. 

He then explained the practical use of researches made during their leading industrial fair INDUSTRIA (Industry Days) to induce a brand new strategy. This strategy is developed on the basis: 

• Macroeconomic data and background market information

• Analysing current state of industry and of the economy

• setting new future vision – primarily consulting with professional institutions

• Competition analysis (analysing the concepts behind key elements of major competitive exhibitions) an in-house exercise

• Trends in exhibition figures and contents – also in-house exercise

• Analysis of exhibitor and visitor opinion – through questionnaires

Mr. Jan Herzmann, owner of Factum Invenio, a reknown research company in Czech Republic spoke on the economic impact of exhibitor and visitor surveys in the Czech communities. 

He has built his presentation on key questions: Why should exhibitors and visitors come and what shall the fair industry offer to exhibitors and visitors? 

In theory, the answers are known: by attending, they will maximize return on their marketing investments (ROMI) and improve their sales in an efficient way. In other words, presence in the exhibition should be the most efficient way how to spend the marketing budget 

Further key questions include: who can really prove that it works and who can measure ROMI linked to exhibitions? (for exhibitors and visitors alike) He was of the opinion that in practice, the fair industry lacks arguments and the exhibitors lack controlling tools. 

His fair industry paradox No. 1 was that neither exhibitors nor professional visitors ask for cross - check on any money spent on exhibitions using audience measurements– as if return on investment, marketing investment does not matter. When they started asking exhibitors and visitors about economic efficiency of fair attendance, they have not found any quantified answers. And there was no research into this problem. 

The fair industry paradox No. 2. lies in the fact that any service provider aims at two basic target s : present clients (and retention) and potential clients (and acquisition). These two targets define two spheres of mark e t research application. In the fair industry, individual providers (fair organizers) fight for their present volumes. Anybody tries to sell to new clients, no one puts it on top of the priority lists. As if new clients do not matter. There was no research into this problem – at least not in the Czech Republic. As if in case of fair industry, those who do not attend remain forgotten. 

He then mentioned a non-representative study made by them on the decision-making on fair attendance (why and how). The questions went into these companies how do they evaluate efficiency of trade fairs and how do they decide to go again. 2/3 of them said the typical approach "just feelings" and there was not much difference between those who attended and of those who do not want to go there. A minority of them evaluated oncontacts and sales volume. (25-30%). Real economic thinking was exceptional. (7%) 

In his conclusion Mr. Herzmann made remarks on the way-out what the fair industry could do to support its own position. His Fair industry research initiative is a syndicated research offered to clients. Exhibition organizers can count on the professional marketing researchers, but it is the organizers who must come up with the initial financial investment for this. 

Mr. Marek Baluska, Marketing manager of AGROKOMPLEX, Slovakia has made a summary of what roles exhibition researches play in university level education. 

Students often ask: Are the companies still "in for it"? Are they coming? A recent survey made in Nitra showed that 46% of the exhibitors came just on the initiative of their own. It means that history is still present. 

Mr. Baluska then explained what steps of planning a participation as exhibitors’ tasks are being taught for the students. The starting point of setting targets has been demonstrated by results of the same survey. For second step defining selection criteria he described information on fair concept, transparency in the number of exhibitors and visitors and structure of them. This is where CENTREX plays important role of reference. 

The students hear about the survey among exhibitors about share of trade fair expenditure within their communication budget. A survey could show the growth of successful business contacts at fairs in the past 3 years. 

As a major point of university study it is the monitoring of participation results. What can be monitored, which methods are being used, is the feedback favourable by different factors? By latest analysis an exhibitor registered in average 91 business contacts in 2005 at the 7 analysed fairs. The analysis also included structure of possible measurement tools. 

Will the unwillingness of younger companies to use the fairs as marketing tools in future mean a threat for us? Is the proportion of small and middle-size companies changing? This has given apropo for a research into the matureness of exhibitors. There was an aging of exhibitors between 1991 and 2004 surveys – reflecting the pass of time. This brings along the overall necessity to reassess the communication policy towards new or younger companies. Much more sophisticated and sounded communication styles are necessary and ... a lot of fantasy! He recommended to take this as essencial topic of the next CEEEF forum in the near future. 

Session C, which was devoted to daily praxis of exhibition research and collaboration between research organizations and exhibition organizers the first speaker was Mrs. Enrica Baccini, head of Research and Development Studies of Fondazione Fiera Milano. She explained their experiences in 3 areas of their activity: industry research (MICE), economic clusters (sectoral) research, territory (regional) research (economic impact research). 

The Industry research collects info about MICE and trade fair industry, and about general economic environment. They serve as input for strategic knowledge management. These are useful tools for the implementation of long term strategies as basic knowledge. It operates as the Economic Observatory. 

Another important argument also comes from the Economic Observatory: the commitment to innovation of exhibitors and technology transfer through trade fairs: Exhibitions are not only marketing tools but also tools for innovation. 

They have observed a growth among European exhibitors saying that they will introduce innovation thanks to attendance at the fairs (from 49 to 57%). There is a good standard level of European exhibiting companies with an internal R&D department (58%). 

The Economic cluster research is aiming at obtaining info and in depth knowledge on the industrial sectors that stand behind the most important fairs (horizontal and vertical links between industries and their corresponding trade fairs). Fiera Milano is focusing on the economic clusters performance in Italy and in Europe, follows technology and innovation trends in the clusters: the fairs themselves give ample scope for this as well as for the internationalisation of the clusters. And these innovative companies are the best clients for exhibition organisers. 

The Territorial research was started when decision was made on building a new fairground – to demonstrate to city government and to the citizens that exhibitions are good business for them. They studied the territory transformation. It was assumed that transformation was because of new competition among companies. This was taken from urban scientists. Other factors are the new way of working of the people, and a new way of living of the citizens. 

Based on this they studied the economic impact of the new fair center, the new professions evolving, and the lifestyle of those living in the vicinity of the new venue. It was important to understand that not only the economic aspects should be taken into consideration but also the social aspects. The new site has changed from an earlier industrial site (refinery) into a big service sector entity and this must have been explained – and mostly to the young people. In the territory analysis they came up with the point to consider exhibitors and visitors not only as clients but also as a new urban population: city users. 

In a survey it was studied how Fiera Milano city users spend their spare time during exhibitions. The leisure activities were closely followed by cultural interests, cultural services – and this is a big part of the induced economic impact factors. In this survey it was also seen how participants from different continents behave differently. 

Lucie Zumrová, marketing director of Trade Fairs Brno under the title “Experiences of exhibition research and its relevance to changes in exhibition development“ has presented the importance of surveys for Trade Fairs Brno. 

In her part of presenting practical examples of surveys for Trade Fairs Brno she made distinction between regular survey and ad hoc surveys.

In regular surveys: 

• Quantitative surveys between visitors and exhibitors during trade fairs

• Qualitative surveys between exhibitors during trade fairs

Ad hoc 

• Survey of image / Localisation of the fairs

• Contribution of Trade Fairs Brno for the region

• Impact of trade fairs

• Definition of barriers of passive participation of the non-exhibitors and non-visitors and their potential motivation

• Surveys of catering, parking, implementation of new projects, etc.

They also made an analysis of trade fairs effectiveness: what trade fairs bring to the participants’ business. 

In summing up the key benefits of trade fairs

• High quality of impact – length and intensity of contact with the media

• High spontaneous ability to identify exhibitors

• High effectiveness of the fair in relation to pro-purchasing behaviour

• Higher effectiveness lies in higher number of customers, in shorter time, and in lower sales costs. Survey costs should not represent expense, but an INVESTMENT.

Veronica Blanariu from ROMEXPO was the next to speak about in–house or outsourcing of exhibition research. Regarding exhibitor research until today it is done in-house, by own staff: to all the exhibitions (more than 40 events). Visitor surveys until 2000 were outsourced, from 2000 it is mainly in-house activity for both B2B and B2C shows (with technical help from marketing students for whom it is useful professional exercise as well). 

Then she has in details compared main advantages and disadvantages of exhibitor and visitors research done in-house. She then tried to list the main advantages and disadvantages of outsourcing as case studies. 

As conclusions she has mentioned, the most important issues upon in-house or outsourcing research are: 

• asking the right people

• asking the right questions

• taking the right decisions after the analyses (to take the short and long term strategic directions)

Mr. Valerii Pekar, President of Euroindex Kiev has brought up the values and use of information received and surveyed from visitor registration. Visitors' registration provides:

• Reliable data for audit of statistics

• CRM data for next events

• Important marketing information, eg. structure of the audience, use of fairs, efficiency of communication campaign, popularity of different media

He stated that some prerequisites existed for the visitor registration. Online registration is easy and faster then on-spot registration and visitors readily do it. 

What the organizers get: 

• easy audit

• easy repeated selling, cross-selling to visitors

• transparent structure of the audience (marketing value of the fair)

• efficiency of marketing campaign (less money, more results)

• visitors’ opinion on some important issues. This helps to adjust fairs to the needs of relevant business communities.

A few remarks concerning statistics: 

• The two-dimensional analysis helps to know more about visitors and the market

• It is worth combining visitor registration with sample polls and confront the data

• When asking about the market it is due to know that with the registration we only learn opinion of those who come – so take due respect of those who do not come to us

Ms Raphaële Neveux, deputy director of Foires, Salons et Congresses France (FSCF) and head of OJS, head of studies and development mentioned that the studies they have conducted have ignited changes as far as their members’ activities are concerned. 

She took 2 examples: 

• The case of multibranch fairs which are particular kind of events in France

• Measuring efficiency of participating at fairs

The survey on multibranch fairs have come up with a visitor profile that showed the multibranch fairs present a market of potential customers with high revenue. 

As conclusions to elaborate messages 

• the fair allows visitors to

• buy differently

• in a warm atmosphere (authentical exchanges)

• see and touch a large range of products which is not usual in today’s other very uniform distribution channels

• there was a need to re-position this media among

• marketing and sales tool for exhibitors

• information instrument and buying place visitors

As a major outcome / impact for fair organizers a quality label was created: "Foires de France". The main benefits from this work was 

• improvements in organisation

  - team (role, tasks, involvement)

  - logistics

  - comfort for visitors & exhibitors

• it creates a good frame for long term development.

• It improved communication to visitors and journalist

• But it is yet more difficult to use the Label towards exhibitors, to make them understand the advantage.

As second topic Ms Neveux has presented their study on measuring efficiency of participating at an exhibition. 

• What are the advantages of trade shows and exhibitions in comparison with other media?

• How to measure efficiency of exhibitions?

• How organizers can help?

In many cases fairs and exhibitions are considered N°1 (before advertising, direct marketing and sales visits) for achieving exhibitors’ goals. Other results were that

• exhibitors consider that, among 4 tools exhibitions offer the best ratio cost / efficiency (44%), before sales visits (32%), direct marketing (13%) and Ads (11%)

• 66% of exhibitors have to justify their spendings

• 61% think it’s possible to measure ROI

BUT

• 61% don’t set goals when participating

• 62% intend to develop the use of other media (internet, direct marketing)

On the question if they really compare before they choose the media 

• only 60% of exhibitors really compare efficiency of media before using one

• Cost calculation is usually not complete

• Regarding tools used to measure the practices are very limited.

Marketing consultant has defined, formalised 6 main goals for communication to promote participation. After formalising these main goals the consultant has elaborated guidelines for organizers sales forces on each goal:

• examples of actions to suggest to exhibitors

• evaluation indicators proposal

• how the organizer can help (additional offer)

As an impact on organisers FSCF has edited pedagogic tools so a decision was made to create an expert system. Its first step shall be presented at the annual FSCF congress.

In the following debate Mr. Boguslaw Zalewski raised the point that under surveys and research ultimately we speak about 2 different groups of surveys: surveys of our "products" and the surveys about our very sensitive marketing "tool". He felt it may be difficult to bring these 2 kind of surveys under one roof. In his other remark he was trying to find explanation why are so few implementations of innovations at our partners. The exhibitors often say that they regularly doing innovations, inventions. But fairs could give a chance to solve the most important problem: to transfer these innovations from prototypes to industries. 

Károly Nagy reiterated that many of the participants spoke about fairs as tools of innovation. It was sad to see the discrepancy between visitors demands (over 60% came to see new products, novelties) and exhibitors reluctance to make it happen: only 10% of the exhibitors came to present new products) This means we have to gain much more power to get this very important message through: Fairs are sources, tools, focal points, platforms, venues and boosters of innovation! 

During the debate different views emerged whether visible and existing relationship between economic trends, GDP changes and exhibition trends could be observed. It was a general opinion that further research into this might be very useful. 

(Summary was made by Károly Nagy) 

Written by Greg Nagy

Published: 04 April 2016

Workshop on Fair Education - The state of education of exhibitions and its stakeholders

Summary/Conclusion

The 2nd Central East European Exhibition Forum was devoted to make the marketing, PR, communication theory – university lecturers – to meet the trade fair practice – marketing experts, those who are to set to (try to) use marketing communication science – for the benefit of exhibitors, visitors.

It was a unique of its kind, previously no such across-the-table in-depth exchange of experience, a personal encounter about the needs of the practice. 15 university lecturers and 47 trade fair specialists have met for 2 days – from 9 countries and started a very promising debate.

Concluding the workshop it is planned to continue the dialogue between the institutions and the organisers through their individual contacts and channels in the future, and where in a few points a list of concrete collaboration was proposed to foster collaboration between universities, educational institutes and exhibition organisers, exhibition industry associations could be started or continued: 

1. The exhibition organisers and association representatives can perform as constant collaborators towards better education on practice – in holding lectures, presentations, seminars, workshops and/or writing sections of university books, elaborating training methods for practical approach – at post-graduate courses also;

2. Lectures and participation at marketing conferences, seminars, being cross-over type marketing specialists particularly in face-to-face environment;

3. Explaining visitor aspects of fairs and exhibitions in the decision-making process;

4. Inviting university staff to elaborate and implement, evaluate competitions, marketing awards to exhibition participants – assessing year-round marketing strategy as well as exhibition plan;

5. Providing (access to) international surveys, papers, studies;

6. Providing contact platform for similar institutions abroad;

7. Providing themes and opportunities for students, trainees and doctorandus to develop their thesis and papers at our companies and/or in the science of exhibitions, fairs – providing data, information on trends and so on;

8. Conducting surveys jointly related to exhibitions, fairs among exhibitors, visitors;

9. Starting joint research on new trends and philosophies related to trade fairs in the future marketing activity.

Written by Greg Nagy

Published: 04 April 2016

Workshop on Construction Trade Fairs in the region

Summary

CENTREX (Central East European) International Exhibition Statistics Union has launched a new line of activity strengthening her leading position in exhibition industry enhancing marketing promotion and co-ordination with opportunities of regular exchange of experience and future visions in Central East Europe. Providing new platform for the exhibition industry in Central East Europe – aiming to deal with conceptual as well down-to-earth organisational problems and trying to find solutions – the 1st Central East European Exhibition Forum (CEEEF) was held in Budapest. Fully backed and supported by HUNGEXPO Co. Ltd. (the organiser of CONSTRUMA and HUNGAROTHERM trade shows) the workshop was dedicated to the present practice and future of building trade fairs inviting mostly project managers of the exhibitions in the region. It was attended by 72 specialists.

Building trade fairs have gradually become the most important, biggest trade fairs in CEE countries. The character of these shows has also shifted toward featuring mixed B2B and B2C profiles. These shows becoming the biggest it was also discussed that being flagships they may turn out to be vulnerable to future developments, not only concerning their growth or reputation, but for the business strength of the organising companies. Presently often facing space inadequacy, structure, synergy changes, new demands for frequency and also the appearance of huge building material trade centres – thus any major change can heavily effect the business prospects of the whole companies as well.

The 3-day workshop was run in 4 chapters, focussed on such aspects as:

• International trends, changes and forecasts in building industry trade fairs
• Changes in architecture and its reflections at trade fairs
• Future of mega building fairs
• Central East European markets and changes
• Is building trade fair market getting saturated?
• Are our fairs really international?
• Cloning building fairs in other cities
• Calendar problems, need for harmonisation in CEE
• Fairs or exhibitions – good practice and challenges
• B2B or B2C? Changes and prospects
• Advantages and disadvantages of being the market leader
• Success of niche market construction fairs
• Experience with trade associations and trade press
• How to activate visitors’ and exhibitors’ emotions
• Marketing versus sales?
• CRM in building trade fair sector

The invited speakers were also mostly the project managers and marketing specialists in charge of these shows or companies. Additionally Mr. Uwe Görlt, secretary general of International Building Exhibitions Committee and Mr. Balázs Balogh, an architect-professor at the Budapest Technical University contributed greatly to the success of the meeting.

Workshop participants came from 12 countries, from Estonia to Italy, from Romania to Poland. Reflecting the open character of CENTREX 75% of the foreign participants came from non-CENTREX member companies. The first reactions – also from some trade associations and trade press who were also present – are very encouraging to go on with the initiative into other sectors.