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AUMA Trade Fair Benefit Check now online
New instrument for calculating trade fair efficiency
28.09.2004 An increasing number of
exhibitors want to calculate the cost-benefit ratio of their trade fair
participations more precisely. However, because small and medium-sized
companies, in particular, frequently do not formulate any exact trade fair
objectives, the benefits of participations are often not determined on a wide
enough scale; the focus is thus primarily on the costs. As a result, some
companies believe that trade fair participations have an unfavourable
cost-benefit ratio.
AUMA – The Association of the German Trade Fair Industry has, therefore, in
close cooperation with the exhibiting industry and the trade fair organizers,
developed the AUMA Trade Fair Benefit Check which has been available online
since end of September and can be downloaded free of charge at
www.auma-fairs.com.
Trade fair benefits = costs of alternative marketing instruments
The basic idea is that exhibitors should first be clear in their own minds
which objectives they wish to achieve, to what extent they wish to achieve them
and how they can measure their achievement. The utility value of quantitative
objectives is determined in by the costs which would be involved in the use of
alternative marketing instruments. Thus, for example, the extremely expensive
sales force would have to be employed more intensively if the company wished to
achieve a specific number of contacts to new customers by means other than a
trade fair participation. The utility values thus calculated for the individual
trade fair objectives are added together to arrive at the quantitative utility
value of the trade fair participation.
In addition to this, the exhibitor checks what the achievement of qualitative
trade fair objectives is worth to him, for example, the presence at the trade
fair as a central sector event. The value of such objectives is expressed as a
percentage of the total expenditure.
Subsequently, within the scope of the trade fair check, the costs of the
participation are calculated taking into account the desired benefits. These
costs are then compared with the total utility value of the quantitative and
qualitative objectives.
Tool for small and medium-sized companies
With the Trade Fair Benefit Check, both trade fair participations which have
been implemented and those that are being planned can be calculated and
evaluated with relatively little effort. Correspondingly this instrument
addresses itself particularly to small and medium-sized companies. The Trade
Fair Benefit Check should, furthermore, persuade the exhibiting industry, first
of all, to consider the benefits and only then the costs of communication. It
should contribute to an examination of the entire spectrum of possible trade
fair objectives and to the formulation of exact objectives as the precondition
for effective monitoring of success.
The AUMA Trade Fair Benefit Check is available for downloading free of charge
at www.auma-fairs.com. AUMA’s previous online trade fair costs calculator is
integrated in it.
Press contact: Harald Koetter, phone: +49/30/24 000-140, fax: +49/30/24
000-340, email: h.koetter@auma.de
Veröffentlichung
kostenfrei - Beleg erbeten / Publication free - File copy requested
Copyright © 2004 - AUMA_ Ausstellungs- und Messe-Ausschuss der Deutschen
Wirtschaft e.V.
Last
update: 10/2004