UFI, the global association of the exhibition industry, has released new research on the importance of matchmaking in the exhibition industry.
This, first, White Paper, authored by the UFI Marketing Working Group with a selection of industry professionals from around the world, provides insights and best practice examples to support effective matchmaking activities across the industry globally.
The report, Matchmaking at the heart of the exhibition industry, highlights the vital role matchmaking plays in making important human connections and is the result of 12 months of discussion and research. It includes the findings of the UFI Matchmaking Survey 2019 and covers both industry challenges and the various approaches used.
Holger Feist, Chief Strategy Officer for Messe München and Vice-Chair of the UFI Marketing Working Group, says: “Matchmaking is an indispensable feature of events, and providing matchmaking opportunities is a key ingredient in creating an attractive programme and successful event.” He adds: “While there are many good examples, the journey to perfect the matchmaking experience continues.”
While the results of the UFI Matchmaking Survey are positive in terms of the numbers of participants who are currently undertaking matchmaking activities (90%) and who see it as important (71%), the paper also highlights that there are obstacles to overcome.
The best practice examples included in the report demonstrate how matchmaking happens across the industry, from physical, people-oriented approaches to more tech-savvy solutions, reflecting the diversity of events and different aims of matchmaking experiences. Angela Herberholz, UFI Programme Manager and UFI liaison to the working group, says: “Members of the UFI Marketing Working Group are passionate experts with extensive experience in marketing and the exhibition industry. We take a customer-centric perspective on industry matters related to the marketing of tradefairs, exhibition venues and related services, and provide a platform to benchmark new concepts, develop ideas and exchange experience.”
The report is available free of charge and can be downloaded here.