Trade fair exhibitors polled by the AUMA Messe Trend 2016/2017 survey have ranked corporate awareness and maintaining contacts as their top priorities.
A poll of 500 selected German companies exhibiting at fairs that are directed at trade visitors, carried out by TNS Emnid on behalf of the Association of the German Trade Fair Industry (AUMA), found that on average, German exhibitors set eight different objectives that they pursue at a trade fair.
The five most important objectives are increasing corporate and product awareness (86 per cent), maintaining contacts with regular customers (85 per cent), customer acquisition (84 per cent), presenting new products and services (82 per cent) and improving the corporate or brand image (80 per cent).
For exhibitors, trade fairs are still important for closing deals and making sales both during the trade fair and in terms of follow-up business. Six out of ten companies exhibit at trade fairs with this objective.
44 per cent use trade fairs to conduct inexpensive market research and test customers’ acceptance of new products. 14 per cent of trade fair exhibitors have the objective of acquiring new employees, saving expensive personnel recruiting costs, in part at least.
For companies with annual turnover of more than €50m (US$55,626,000), this number rises to 26 per cent.
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