German 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 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 – the Association of the German Trade Fair Industry, the survey involved 500 companies that exhibit at fairs with a focus on trade visitors.
The objective of recruiting new employees has risen in significance, the survey shows. 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 study, conducted by TNS Emnid in November 2018, also contains the latest figures on the number and structure of exhibiting companies in Germany: sector, number of employees, and revenue.
The print version of the study can be ordered free of charge and the PDF file downloaded at: www.auma.de/Publikationen
