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How Advanstar Quantifies the Quality of Consumer Show Audiences

This provider of the International Motorcycle Shows, a series of consumer events in markets throughout the US, obtained credible data that showed increased sales and revenue following their events – e.g. attendees were nearly 9 times more likely to buy a new motorcycle than the average US household.

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Challenge

  • Determining the number of motorcycles purchased by International Motorcycle Show attendees

Solution

IHS Automotive, driven by Polk – Augmenting internal research with credible, third-party registration data

Results

  • Credible data showed increase in sales and revenue in markets following the shows:
    • Event markets experienced a 5.4% buy rate of new motorcycles within 12 months of a show –show attendees were nearly 9 times more likely to buy a new motorcycle after the show than the average US household.
    • International Motorcycle Show markets experienced an average 13.8% increase in new motorcycle sales in the 3 months following the show (vs. 2.9% for entire US)
    • Each show generated average of 1,612 incremental new motorcycle sales for the local market in the 3 months following show
    • Nearly two-thirds of show attendees who bought a motorcycle made their purchase within 6 months of the show

Advanstar Connects Event Value to Sales Trends

Advanstar Communications is a leading provider of integrated media solutions to a number of industries, including power sports. As part of a comprehensive portfolio that also includes websites, magazines, supplements and buyers’ guides, Advanstar puts on the International Motorcycle Shows, a series of 11 to 14 consumer shows in major markets throughout the US With a 30-year history, the shows are the longest running and leading events of their type. The major motorcycle manufacturers, including BMW, Ducati, Harley-Davidson, Honda, Kawasaki, Suzuki, Victory and Yamaha, consider the International Motorcycle Shows an important tool for connecting with prospective customers and showcasing their products.

Determining Purchases by Show Attendees

Advanstar Communications is responsible for ensuring the events achieve their objective of providing motorcycle manufacturers with the opportunity to reach, engage with and sell to their target consumer audience. One of the biggest challenges is figuring out whether consumers who attend the shows make a motorcycle purchase afterwards, and being able to provide this critical information to manufacturers and dealers to justify return on investment.

For some time, Advanstar had been conducting extensive research to track the demographic profile of show attendees, their purchase intention and the types of motorcycles they own. But, one piece was missing: Advanstar didn’t know how many International Motorcycle Show attendees made a purchase. The team at Advanstar knew that it needed credible, third-party information to quantify the quality of the audience at the events. They needed to go beyond self-reported information from consumers about whether they had bought or planned to buy. Advanstar turned to IHS Automotive to overlay motorcycle registration data on top of the internal research to demonstrate how many event attendees actually went into a dealership and bought a motorcycle.

Partner with IHS for a Credible, Third-Party Solution

The International Motorcycle Shows held throughout the country are an investment for the participating motorcycle manufacturers. Partnering with IHS provides Advanstar with a credible means of proving that show participation is worthwhile due to the high quality buying audience that attends. By matching registration data to a database of show attendees, IHS helps Advanstar determine the number of sales attributed to consumers who went to each show – by brand, by motorcycle type (on-highway, off-highway, dual, ATV, scooter, etc.) and by new and/or used motorcycles.

The International Motorcycle Shows held throughout the country are an investment for the participating motorcycle manufacturers. Partnering with IHS provides Advanstar with a credible means of proving that show participation is worthwhile due to the high quality buying audience that attends. By matching registration data to a database of show attendees, IHS helps Advanstar determine the number of sales attributed to consumers who went to each show – by brand, by motorcycle type (on-highway, off-highway, dual, ATV, scooter, etc.) and by new and/or used motorcycles.

Now we have third-party validation that proves without a doubt that show attendees are the most qualified customers and that we can considerably shorten the sales cycle for our participating OEMs and aftermarket suppliers. Attendees are almost nine times more likely to buy than someone who doesn’t attend our events.

Tracy Harris,
Vice President & General Manager, Advanstar

To determine how many event attendees make a motorcycle purchase, IHS analyzes registration data for a 15-month timeframe: from three months prior to each show to one year after. To make the comparison more relevant and to neutralize the effect of seasonality (e.g., a consumer in a cold climate is less likely to buy a motorcycle in the winter), the data is compared to the national sales rate. In this way, Advanstar has a better sense of how many sales would have occurred if a show didn’t take place, and the incremental number of sales directly attributed to the show.

International Motorcycle Show Attendees Are Nine Times More Likely to Buy

By augmenting existing consumer research with motorcycle registration data, Advanstar is able to prove the value of participating in the International Motorcycle Shows. Key findings include:

  • In 2009, event markets experienced a 5.4% buy rate of new motorcycles within 12 months of a show – meaning show attendees were nearly nine times more likely to buy a new motorcycle after the show than the average US household.
  • On average from 2006 to 2009, International Motorcycle Show markets experienced a 13.8% increase in new motorcycle sales in the three months following the show (compared to 2.9% for the entire US)
  • On average over the past three years, each show generated 1,612 incremental new motorcycle sales for the local market in the three months following the show.
  • In total from 2006 to 2009, 13.9 percent of International Motorcycle Show attendees bought a motorcycle within 12 months of attending a show – 12 percentage points higher than the sales rate for the entire country.
  • Nearly two-thirds of show attendees who bought a motorcycle made their purchase within six months of the show.
  • Across show markets, converting just 10 show attendees per market can lead to more than $1 million in incremental revenue for both OEMs and dealers.

How Advanstar Tracks Sales by Show Attendees

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