Right now we are faced with questions about what to believe on twitter, is what we read real or false? How can we tell? It's no different in exhibitions the honesty about numbers of suppliers and buyers is surely important, but why is Reed the only organiser of leading meetings industry events who is prepared to prove their numbers of Hosted Buyers and Trade Visitors?
After all if you were booking an advertising campaign in a national newspaper you would insist on knowing their audited numbers to independently challenge the ROI of your investment. Wouldn't you? It's no different for exhibitions, they are part of the marketing mix.
Reed Travel Exhibitions runs shows in the meetings industry on 5 continents and we have ABC to provide an independent analysis of our numbers of visitors and Hosted Buyers - they are the same company that produces such audits for national newspapers.
We believe our exhibitors deserve to know the real facts, not our version of what we want the industry to think. Or maybe exhibitors don't care? We have been told that this could be the case - well I doubt an experienced sales and marketing professional or business development manager would spend such a budget on advertising without doing their homework on ROI?’