Every year auto shows across the U.S. bring together consumers, manufacturers and retailers for hands-on experiences and a look at the latest innovations. But until recently, these events lacked a critical element for exhibitors: consistent, industrywide standards for reporting attendee data.
The Automotive Experience Alliance (AEA) decided to change that. This coalition of U.S. auto shows was formed to modernize the show experience and create a more transparent, data-driven marketplace. AEA recently completed a network-wide audit of its auto show attendance data, which is the first of its kind in the automotive events industry.
In our latest AAM Media Matters interview, we spoke with John Capano, managing director of the Ev&Ex Agency and executive director of the AEA, to share why data standardization matters, how verified data supports exhibitors and what the network audit means for his organization.
Implementing Network-Wide Standards
AEA’s mission is to create a more transparent, accountable automotive events ecosystem and improve the show experience for both consumers and exhibitors. To achieve this goal, the AEA standardized reporting across its member shows.
“There was so much variance across all the different shows, it made it difficult for exhibitors and manufacturers to compare apples to apples and also compare show attendance to other media platforms,” Capano said.
The AEA worked closely with its members and AAM to establish best practices for standardizing data collection across its network.
“Now that we've standardized the process and implemented third party verification, exhibitors have standardized data, which gives them a better understanding of where their investment dollars are going.”
The Value of Verified Data
AEA members use verified data extensively in their conversations with exhibitors. It helps them speak confidently about the value of investing in these shows and provides exhibitors with a better understanding of where show audiences fit within their broader omnichannel media plans.
“There are an infinite number of places where exhibitors can spend their marketing dollars,” Capano said. “When we're competing against very data-heavy channels such as online or other forms of media, it's very important for us to be able to show an ROI and transparent reach so that our exhibitors can perform an analysis based on trusted data and justify their investment.”
Capano noted that exhibitors and manufacturers have responded positively to the network audit.
“They’ve been asking for this kind of transparency for a long time. Now, instead of having a variety of different methodologies across shows, we have a standardized approach that everyone understands and trusts.”
Advice for Event Organizers
When asked what advice he would give to organizations considering a network event audit, Capano emphasized the value of consistency and third-party verification.
“Standardizing our data collection methodology across our network was an important precedent for us to set in the industry and helped our exhibitors understand that when we deliver a number, it’s valid because the uniform processes we have in place are backed by third-party validation.”
Learn more about AAM’s event audits and certifications.
