A recent press release from UFI, the Global Assn. of the Exhibition Industry, announcing that it now has 2,590 “certified” member exhibitions reminded me of the nearly forgotten debate among American trade show organizers 10 or 15 years ago about auditing shows.
The question that was discussed way too often (in my opinion) was whether shows would have more credibility if they allowed independent third parties to verify the number of attendees who were in attendance.
(UFI has long made this a requirement for membership.)
It seems as if the nays eventually wore out the yeas because it’s not discussed much any more, which is probably just as well.
As we have all learned in the aftermath of the Great Recession of nearly 10 years ago, simply getting a large number of people to a show doesn’t guarantee success for anybody. It’s the quality of the attendee/buyer that now matters most
However, lurking somewhere just out of sight is the reality that this is an industry that doesn’t particularly like to share information. This tendency, of course, flies in the face of the advice writers like me are always giving people about using data to make the case for their events.
Certainly, there is nothing wrong with supplying competitors with as little information as possible about your operations. But what I perceive as an industry-wide aversion to sharing data can lead to inaccurate perceptions that will eventually harm everybody.
Case in point: Shows voluntarily submit information to CEIR in order for it to create its quarterly index reports. Since both the identities and the data on individual shows are kept confidential, there is no way to hold event organizers accountable, i.e., make sure they’re telling the truth.
At the same time, CEIR typically does not reveal how many shows it collects data from each quarter in order to construct the CEIR Index. I have been told by multiple sources who, for obvious reasons, do not want their identities revealed either, that some of the 14 industry sectors represented in the quarterly survey have as few as two shows in them.
That means, in some cases, readers of the Index are drawing conclusions about the health of events in a particular industry sector based on the questionable performance of two unnamed shows.
Apparently, the industry is OK with this, but it should not be surprised if it wakes up one morning and discovers all those consecutive quarters of growth were just phantoms.
Michael Hart is an event consultant and conference content professional. He can be reached at firstname.lastname@example.org, @michaelgenehart or 323-441-9654.No Fields Found.