The Computer Event Marketing Association (CEMA), (www.cemaonline.com) the only association dedicated to the high tech industry’s face-to-face marketing events, has announced its endorsement of standardized independent audits for audience demographic verification in the technology trade show industry.
CEMA joins the International Association for Exposition Management and the Trade Show Exhibitors Association, who have previously announced endorsement of independent audits, in calling for audits that are independent of show management and that include registration substantiation tests. CEMA hopes to help make audits the defacto standard for the exhibition industry. With a uniform system for evaluating an event, they argue, companies can more easily make educated marketing communication decisions.
In a recently released statement, Marilyn R. Kroner, CEMA president and marketing communications manager, Benchmark Storage Innovations Inc., said, "I hope that CEMA's voice will increase the overall decibels so show management in general will hear that detailed independent audits are a requirement for event managers, especially in today's unstable economy."