Objectives not recorded

40 % of exhibitors still fail to record their trade fair objectives in writing. They are letting opportunities slip by.

The trade fair as a panacea. That was the impression last year when exhibitors were asked about their trade fair objectives. Trade fair appearances were supposed to provide all benefits irrespective of their location and nature: satisfied customers, new business and image boost. That has changed little, except that now respondents see their trade fair appearance as considerably more valuable than in 2005 (see diagram). There are two possible reasons for the multipurpose nature of appearances: Either they are an absolutely exceptional marketing and sales tool with which you can kill many birds with one stone, or companies are still not putting enough thought into the underlying objectives and the opportunities available to them when they attend a sector event. The second reason seems more likely as 41 % of informants still fail to record their trade fair objectives in writing.
As visitors to the trade fair, customers are in demand. 94 % of exhibitors would like to welcome them to their stand. Another large group are prospective customers. Around 64 % of those asked look forward to a visit from them. Half the companies appreciate the role of the press as a multiplier. For a quarter of exhibitors, other multipliers and opinion leaders are also important. At just 6 %, suppliers are rarely relevant. Ahead of the trade fair, communication with the target group is important. For the companies in the survey, the sales force has a major contact and communication function to perform in this respect. It is used by all exhibitors to invite visitors to the trade fair. In 2005, only 70 % of respondents practised this. At almost 90 %, invitations by post are almost as popular as last year. One third use the phone to make contact and issue invitations. In individual cases, prospectives are informed about the trade fair appearance by advertisement.

m+a report Nr.8 / 2006 vom 08.12.2006
m+a report vom 8. Dezember 2006