Research
The 8 German
exhibitor objectives
The Association of the German Trade Fair
Industry AUMA’s new research MesseTrend
2019 reveals some interesting new statistics
erman exhibitors define
an average of more
than eight different
objectives that they
pursue at tradefairs is a headline
finding from the recently published
AUMA MesseTrend 2019 research.
The five most important objectives,
according to the study, are: Cultivating
relations with existing customers
(named by 90% of exhibitors); Raising
the public awareness of the company
and its products (89%); Acquiring
new customers (89%); Presenting
new products and services (82%), and
improving company and/or brand
w w w.exhibitionworld.co.uk
image (83%).
Exhibitions also continue to be
important for concluding sales and
signing contracts, both during and
after the actual exhibitions (67%).
Commissioned by AUMA and
carried out by TNS EMNID in
November 2018, the survey involved
500 companies that exhibit at fairs
with a focus on trade visitors.
The survey covered: Tradefair
participation and budget trends;
Various marketing instruments and
how they rate; Impact of budget cuts/
increases in spending structures;
Ratio of tradefair budgets in relation
to overall communication budgets;
Breakdown of companies exhibiting at
tradefairs, and various charts.
The objective of recruiting new
employees has risen in significance,
the survey showed. In 2012 it was
named by just 15% of exhibitors but
in the current survey this increased
to 23%. Larger exhibitors pursue this
objective especially intensively: 41%
of companies with an annual revenue
of more than €125m seek to recruit
employees at tradefairs.
The print version
of the study
can be ordered
free of charge
and the PDF file
downloaded at:
www.auma.de/
Publikationen
Visit: www.exhibitionworld.co.uk for a
full report on the research findings.
Issue 3 2019
33