One million euros for research
Practical research helps to make trade fair appearances more efficient, say renowned companies such as Robert Bosch, Degussa, IBM Deutschland, Moeller, T-Mobile, Villeroy & Boch and ZF Friedrichshafen, who have joined to form a community of interests in trade fair research. Over the past ten years, they have spent around one million euros on research. Since then, nine projects have been completed. The latest study: "Trade fairs judged by the managers of tomorrow". The exhibiting industry commissioned the practical research from the trade fair institute in Laubenheim/Nahe. "Our work is based strictly on the interests of the exhibitors", says head of the institute Wolf M. Spryß. The result of the latest study: The trade fair is and remains an irreplaceable marketing instrument for the young generation. And the greater the competency of the young trade fair visitor, the greater their interest in the medium. The money that companies have invested in trade fair research for the benefit of exhibitors is money well spent, stresses Spryß. "The results provide interested companies with the wherewithal to boost their trade fair success considerably.
m+a report Nr.2 / 2006 vom 24.03.2006
m+a report vom 24. März 2006