Background
UBM Information Ltd is a global media company producing publications, exhibitions, awards, events and conferences. Within the UBM Built Environment division, we organise interiors and design related exhibitions, including INTERIORS NZ, KBB Birmingham, Ecobuild, Sleep, May Design Series, RESI and Decorex, and publish magazines such as Building, Building Design and Property Week.
KBB Birmingham is one of our largest exhibitions within the NZ, attracting over 250 manufacturers showcasing the latest in kitchen, bedroom and bathroom design. In 2012 the event attracted an ABC audited figure of 14,455 Total Unique Attendance.
Challenge
The exhibition industry is a highly competitive environment, offering an immense diversity of exhibitions - the choice can be daunting to exhibitors. One of the criteria exhibitors use to measure the success of the event is based on the number of attendees. The challenge is to assist exhibitors in their decision making process by providing independent, audited attendance figures. This clearly illustrates to exhibitors the audited attendance levels and provides confidence to invest in the event.
Solution
KBB Birmingham is one of UBM’s award-winning events, and it is important our exhibitors are assured they have invested in the right platform to showcase their products. The ABC stamp of trust provides credible, transparent and comparable data in this competitive industry.
Benefit
KBB’s sales team can proudly quote the ABC audited visitor attendee figures to exhibitors to help their post-show sales story. The ABC certificate also helps the team to sell space for the following year to both existing and new exhibitors. The ABC certificate provides a point of differentiation in this competitive market.
At Abode, we like to have the surety of the ABC audits on which to base our return on investment calculations for our marketing activities and expenditure – whilst nothing is certain or guaranteed in the marketing arena, it is the best information available on which we can rely.
Darren Holliday, Director, Abode Home Products
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The ABC audit process gives additional value to our brand and builds on the credibility of our exhibition within the industry.
Andy Vaughan, Brand Director, UBM
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UBM is an excellent example illustrating how the ABC stamp of trust offers a unique selling proposition in this competitive marketplace. Providing independent and credible audited attendee figures enables exhibitors to invest with confidence.
Jerry Wright, Chief Executive ABC
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