Reliability counts

Nobody admits to needing creative awards, but the prestige of recognized awards just grows and grows.

Agencies, trade fair contractors and designers swear by the creative prizes awarded in their sector. They spotlight the good reputation of the winner and are often used as a selling point to attract new customers. But when it comes to the effectiveness of medals, trophies, ADAMs and EVAs, it's a bit like McDonalds: The diners are always full but try finding anyone who eats there. Likewise you will scarcely find an exhibitor who admits to using creative prizes as a criterion for choosing an agency or trade fair contractor, even though they all appreciate their worth. This is the impression you get reading the response by exhibitors to the latest m+a survey. More than 80 % state that creative prizes are not relevant for their decision-making, arguing that "agencies with creative prizes are likely to charge creative prices". Money is also the key factor for other exhibitors looking for providers. Up-to-the-minute ideas are more important than past accolades. And many exhibitors develop their . One good argument against awards is that around a quarter of surveyed participants bank on long-term business relationships and many prefer local partners. Reliability and price trump creativity. This is consistent with the finding that more than 80 % of companies use the same trade fair concept for at least three and sometimes up to ten years. Most use trade fair contractors to implement their brand message in the tradeshow stand, often in co-operation with agencies. But, all the same, a good half of those asked do use agencies as full-service providers. Like last year, the budget for the trade fair appearance is not in the hands of the controlling department but of corporate management and marketing, often both together. Rarely, in just 8 % of cases, is the sales department also involved.

m+a report Nr.3 / 2006 vom 28.04.2006
m+a report vom 28. April 2006