For decision-makers trade fairs are first-choice means of obtaining information
Results of a LINK Institute survey commissioned by AUMA
24.4.2008
Almost all decision-makers in German business, exactly 86 %, attend trade fairs. In their view trade fairs represent one of the most important instruments assisting them during the purchasing and procurement process. During the initial phase of decision-making – - that of obtaining market information – trade fairs even rank first. At this stage 66 % of decision-makers regard them as important or very important. The second most important elements are company websites (59 %) and trade publications (51 %). These are the findings of a LINK Institute survey commissioned by AUMA, the Association of the German Trade Fair Industry, which examined decision-makers’ attitudes as to the usefulness of trade fairs.
52 % of the respondents considered trade fairs to be important or very important whenever they needed to compare products and services. Trade fairs trailed only marginally behind sales force
(55 %), but were ahead of company websites (49 %). At 37 % trade publications came a relatively distant third. During the actual decision-making phase sales force was ranked first. 57 % of decision-makers who attended trade fairs considered this aspect to be important or very important. However, at 39 % trade fairs were ranked second, ahead of company websites (36 %).
Thus, a trade fair’s main asset is as a source of information and as a meeting place, although during the purchasing phase its role should not be underestimated. This was confirmed by decision-makers’ attitudes towards how useful trade fairs were for achieving certain aims: 72 % considered trade fairs suitable for obtaining information, 71 % for exchanging views, and notably 43 % saw them as good for making purchases.
Decision-makers who attend trade fairs also do not believe that there will be any major alternatives in the future. 60 % regarded online media as being today’s major alternative to attending a fair, but only a further one per cent (61 %) saw this as representing the future. Respondents saw other alternatives, i.e. sales force and mailshots or brochures from companies, as becoming rather less important.
Decision-makers who attend trade fairs are able to invest substantial sums. 20 % have 500,000 Euro and 17 % between 100,000 and 500,000 Euro at their disposal.
75 % of all German decision-makers who attend trade fairs go to domestic trade fairs only. For exhibitors, and in particular for those from abroad, this means that German trade fairs are the best place to meet customers. Statistically, decision-makers attend an average of slightly more than two trade fairs a year.
Trade fairs are a particularly valuable source of information for visitors. 90 % of decision-makers make use of their visits specifically to find out about the latest developments and innovations. This puts trade fairs in joint first place with the internet, and ahead of all other media. Above all, visitors appreciate holding personal talks with exhibitors at trade fairs. More than 75 % regarded this aspect as important or very important.
As little was previously known about the motives and behaviour of decision-makers who do not attend trade fairs. AUMA also included those decision-makers who do not go to fairs in the survey.
The behaviour of participants and non-participants differs significantly in terms of the means they use to communicate and how they make use of certain media. Besides attending trade fairs, participants also make above-average use of other media to find out about developments and innovations in their branch of industry. Thus non-participants can be classed as less communicative overall.
However, this does not mean that this status applies to non-participants indefinitely. It is worth noting that 50 % of respondents who had not attended any fairs during the last three years said they would probably or definitely participate at a later date, and in the case of those who had never attended a fair 23 % would probably or definitely do so in the future.
The LINK Institute in Frankfurt/Main polled a total of 1,000 decision-makers from German companies, of whom 500 attended and 500 did not attend trade fairs. AUMA will publish the complete survey in May.
Press contact:
Harald Koetter, phone: +49/30/24 000140, fax: +49/30/24 000340, email:
h.koetter@auma.de
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Wirtschaft e.V.
Last
update: 4/2008