Trade visitors at German trade fairs: expectations are almost always met
AUMA study confirms importance of recommendations
24.03.2015 - How do trade visitors rate their trade fair visit? Are they happy with the results? Do they recommend the trade fair to others? An extensive secondary analysis of surveys completed by trade visitors to German trade fairs answers questions such as these. The study was commissioned by AUMA, the Association of the German Trade Fair Industry. Trade fair organisers provided the results of recent interviews conducted with 163,000 trade visitors at almost 190 trade fairs. TNS Emnid carried out the analysis. The results confirm many assumptions, but they also provide some surprising insights.
The study reveals that visitors to German trade fairs largely achieve the objectives they have set for themselves. In total, 72% said that they had achieved their objectives to a very good or good degree. Just 3% said that they had not achieved their objectives at all. This reflects the high quality of the trade fairs. It also indicates that the trade fairs visited have been chosen carefully.
Visitors' objectives include gathering information on new products and on the industry in general: 67% and 64% respectively of those interviewed said that these objectives were important or very im-portant for them.
When asked for an overall evaluation, 83% of respondents described their trade fair visit as good or very good. Even while the trade fair was still under way, 72% of respondents said that they definitely or probably would visit the event next time, whilst 40% indicated that they definitely would visit again – further proof that visitors were highly satisfied with their visit.
Around 85% of those surveyed said they would have little hesitation in recommending the trade fair to others. Only 2% said they would not recommend the fair at all. Again, this demonstrates the good general impression that German trade fairs make on visitors.
Personal recommendations are an important source of information for visitors. One third of visitors became aware of the trade fair as a result of recommendations from colleagues or other people they know. Information provided by exhibitors and various media are of secondary importance. More than 40% of first-time visitors choose trade fairs based on recommendations.
In addition to questions on visitors' behaviour, the study evaluated structural characteristics. These include decision-making power, when the decision to visit the trade fair was made, the duration of the stay and visitors' professional status and areas of responsibility.
The complete study has been published in German language only. Order the print version or download the PDF file free of charge at the AUMA online store: www.auma.de/Publikationen.
Press contact:
Harald Kötter
Phone +49 30 24000-140,
Fax +49 30 24000-340,
h.koetter@auma.de
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