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There are tens of thousands of shows around the world, when we are boosting the market prosper, the situation which are intermingled with the good and the bad has appeared in the market of the fair. To create a good reputation for brand fairs and safeguard interests of exhibitors & sponsors & visitors, some authoritative evaluation agencies and relatively mature evaluation systems appear in international exhibition industry.
Around the world, Union of International Fairs (UFI) is the most authoritative organization for evaluation and verification of fairs.
UFI has strict requirements and detailed review process for exhibition projects and sponsors which ask to join UFI. In the middle of September 2015, Haimig Textile Expo was approved by UFI, and Haiming International Exhibition Co., Ltd has officially become the member of UFI.
The quantitative standard of the success of fairs for UFI includes revenue, rentable area, sold tickets, sold directories, service revenue, exhibitor quantity and visitor quantity.
Qualitative standard includes exhibitor type, visitor type, media response and live atmosphere. Analyzing the type of visitor refers to giving a sample survey for visitors during the fair, and the survey includes sources of visitors (foreign, domestic and region), position, industry involved, visiting time and frequency. Organizers are not only analyzing visitors, but also choosing some exhibitors for interview to understand their opinions and hopes and feelings for the fair.
These findings will be announced to measure the success of the fair, updating ideals of the fair and offering better services. If some goals are failed, sponsors shall objectively analyze the cause and generate strategies to avoiding this situations happening in next fair.
BPA (The Business of Perferming Audits)which was founded in 1931 is the biggest company for media certification with over 70 years history. Its authentication objects cover newspaper, journals, websites, database, wireless media, industry fairs and E-mail newsletter, etc., and its members involve almost 2600 media industries and 2800 media buyers from over 20 countries. 135 employees work across 11 permanent bodies around the world with 25 years history in the Asia-Pacific, and they also pay particular attention on China’s Market in the past 7 years. Hong Kong office of BPA starts to operate in March, 2001. It is a non-profit organization to provide certified data service for media and information industry, attracting 2600 media members and 2800 advertising main members form over 20 countries around the world. Now there are over 30 media which have been approved by BPA in China.
Certification process is divided into two steps:
1、Knowing the printed number of periodicals. You can see the list and check the number of papers being used. Meanwhile, you should know whether these printed periodicals were sold out by post office;
2、After confirming these periodicals being send out, you should check the name of publishing list, then contact circulation department according to publishing list for subscribers’ information. The whole process needs 2 or 3 days.
European Evaluation and Certification on Exhibitions
1、European Exhibitions Statistics Report
Europe is the strongest area for overall economic strength of exhibition industry around the world, and it releases exhibition industry statistics report every year, and these statistics data were audited by specialized agency of all countries before officially announced. According to the report, in 2004, 18 European countries totally hold 1415 fairs and expos with 512000 exhibitors, 49500000 visitors and 21500000m2 exhibition area. According to UFI estimation, exhibitions in Europe have attracted almost 1500000 exhibitors and 160000000 visitors in 2004, so the number which was announced after auditing is one third of estimated UFI total number.
Most countries for participating in European Exhibitions Statistics Report are auditing organizations of exhibition industry, and these organizations also participate in the draft work of account file of exhibition industry. They are FKM, OJS, Clearinghouse for Certified Data on Exhibitions (CCDE), Federation of Trade Fairs and Exhibitions in the Netherlands (FBTN), The Danish Audit Bureau of Exhibitions and Fairs, etc..
FKM and OJS are the most influential exhibition auditing organizations among Europe at the international level, according to European Exhibition Statistics Report.
The authoritative exhibition evaluation agency of German is Society for Voluntary Control of Fair and Exhibition Statistics which belongs to Association of the German Trade Fair Industry (AUMA), for short FKM in Germany.
FKM has its headquarters in Berlin, and it was cofounded by 6 Germany companies in 1956, and its goal is to establishing uniform statistic & auditing standards of relevant exhibition indexes and increase transparency & authenticity of exhibition data. Now direct members are composed by 75 Germany members and three foreign exhibition agencies like China Hong Kong Trade Development Council (HKTDC), Verona of Italy, MVK of Moscow. FKM is only auditing exhibitions which are declared and sponsored by members, and it announces audit results of previous year’s exhibitions and the list of declared exhibitions of the year in every April. FKM reviews about 300 exhibitions of 75 members every year in Germany, so exhibitions are marked the logo for whether approved by FKM in the marketing aspect. Austria and Switzerland are Germany-speaking countries, so they have similar organizations and all referred to as FKM, but FKM of the two countries is not belong to FKM of Germany each other.
The work assignment of FKM is to establishing standards and regulations of Exhibition Data Statistics, and hiring professional economic auditing agencies to audit exhibition statistical data which are reported by sponsors of the fair. Members of FKM shall be in accordance with standards and regulations to declaring exhibition statistical data, and be subject to audit which conducted by the specialized organization of FKM, ensuring that exhibition statistical data used and released being consistent with statistical data announced by FKM in any occasion and case. The relevant data and regulations of FKM are reviewed by independent economic auditing organizations. Authorized economic auditing organizations will review exhibition data by additional random checks, such as sending staff to the fair for understanding the live situation and reviewing finance after the fair, or carrying out questionnaire investigation, then issuing the auditing report.
FKM is to conducting quantitative analysis and lateral comparison among three indicators like exhibition area, exhibitor quantity and the number of visitors. Exhibition area includes net exhibition area and gross exhibition area, net exhibition area refers to the rented booth area of foreign and domestic exhibitors, and it also includes picture display area and performance area about exhibition which referred to as special area, net exhibition area refers to the additional common aisle and service area; Exhibitors refer to companies and organizations with products or service, renting sites by its staff, if products and services of companies are represented by agents, then companies are not listed as exhibitors; The number of visitors is generated by electronic admission system, or by the number of sold visiting tickets, in addition, FKM will analyze the structure of audience, professional visitors or common visitors, and also analyze each index like location, occupation, industry involved, position, age, visiting frequency.
FKM has become the symbol of brand and quality in Germany exhibition industry with over 50 years practical experience, and it is welcome by exhibitors and sponsors. Besides German exhibitions, more and more exhibitions which sponsored by Germany but not in German are going into the scope of auditing, many sponsors of non-German shows have applied for oversea member of FKM.
3、French Exhibition Evaluation Agency——OJS
Statistical Audit Bureau for General and Specialized Fairs and Exhibitions (hereafter referred to as OJS) was co-founded by 16 professional exhibitions and 23 public expos in 1967, and received support from France Ministry of Finance in 1970, becoming a government-approved exhibition statistical data certification body.
OJS is to offering a fair certification form outside for exhibition statistical data, setting up a fair competitive environment, ensuring the transparence of exhibitions, and providing reliable information of exhibitions for exhibitors and visitors.
OJS will statistic and audit commercial exhibitions which are voluntary to participate in statistical system, and the three authorization data includes sold area of exhibitions, the number of exhibitors and visitors. To complete the mission, 12 independent accounting firms were established around the country, and years to supervise exhibitions of the statistical system. Designed accounting firms of OJS will review above three indicators for each exhibition, and striking out an official statistical report and releasing the report on the official website of OJS.
The establishment of OJS plays a good promoting effect for the development of exhibition industry in France.