Around 59,000 German companies are active in the business-to-business segment, of this total, 51% are involved in manufacturing industry, followed by service providers (24%) and the trade (20%). With respect to the number of employees of exhibiting companies, smaller and medium-sized firms dominate: the share of exhibitors with less than 50 employees is 52%, exhibitors with 50 to 499 employees account for a further 32.1%. The level of sales of the companies also reflects the small and medium-sized structure of the exhibiting industry. Thus 37% of companies have sales of under Euro 2.5 million and a further 40% sales of Euro 2.5 to 50 million.

At the same time, the segment of companies with over 500 employees or with sales of over Euro 50 million includes practically all the market-leading companies in the respective sectors.

Position in the communications mix

AUMA-Messe Trend 2011: Trade Fairs in the Communication Mix

The position of trade fairs in the communications-mix of the exhibiting companies continues to be one of leadership. According to the survey of exhibitors "AUMA_MesseTrend 2010", German companies in the business-to-business sector who exhibit at trade fairs are again aiming to invest around 40% of their communications budget in trade fairs.

Objectives

In addition to attracting new customers and cultivating contacts with regular customers, the primary objectives of exhibiting companies include increasing brand awareness, as well as the introduction of new products. These objectives are all named by at least 90% of exhibitors. Other objectives of trade fair participations include improving the image of companies and products, opening up new markets, market research as well as concluding business deals.

MyFairs - The Trade Fair Data Manager for Your iPhone

German trade fair industry: Functions & outlook [continue]

Software for planning, calculating and evaluating trade fair participation