The success of trade fair participation is not only reflected in visitor numbers, but above all in measura-ble results. Systematic success monitoring is crucial in order to optimise future trade fair appearances. This includes instruments such as lead evaluations, visitor surveys, competitor analyses, the trade fair portfolio analysis, and the AUMA Trade Fair Benefit Check, which compares the costs of trade fair par-ticipation with those of alternative marketing instruments.
A structured approach begins with the collection of relevant key figures. Analysing the collected contacts helps to ensure their quality and follow-up. Visitor surveys provide valuable insights into the expectations and perceptions of the target groups. Competitor analyses enable a comparison with market participants and help to better classify your own strengths and weaknesses. The trade fair portfolio analysis helps companies to evaluate and optimise their entire trade fair strategy by comparing different trade fair par-ticipations in terms of costs and benefits.
After the trade fair is before the trade fair: A detailed final report summarises results, identifies potential for optimisation, and derives specific measures for future events. A well-founded performance review ensures long-term improvements and sustainable added value.