The trade fair schedule is fixed
Exhibitors stick with the plans, come what may. Neither their own turnover nor media reporting has any great influence on trade fair appearances.
Reviewing the business trend in the 1st quarter of this year, most exhibitors surveyed by m+a are happy with the results. Like last year, more than 50 % reported an upward trend with improved sales over the previous year. Around 20 % of the companies come off almost as well or just as well as in the previous year. However, last year 30 % of companies asked were able to claim that. Nevertheless: At least 20 % admitted that they have had a worse year than last year.
Trade fair organisers and companies will be happy to hear that the current trend has had no effect on planned trade fair appearances of the companies. Whether sales are up or down, the trade fair appearance is an immutable part of the communications and sales strategy.
Training, on the other hand, is currently not so well used by the exhibiting companies. The number one training method is specialist literature, used by over 60 %, twice as many as last year. There is little change in the seminar sector. Managers responsible for trade fairs in companies are making just as much use of this training technique as last year. Around 10 % of those surveyed confirmed they visited seminars. But about 30 % have no training facilities in their company. A further question dealt with the use of media reporting on trade fairs. When asked whether final reports from events affect their own trade fair appearance, over 60 % of exhibitors replied that the reports had no effect. Nevertheless, they are relevant to 30 %. The companies are primarily interested in visitor attendance figures, followed by the degree of internationalism of the trade fair and finally by the number of exhibitors.
m+a report Nr.4 / 2006 vom 15.06.2006
m+a report vom 15. Juni 2006