Description
The word “exhibition” was mentioned as early as 1649. It is a derivative of the Latin word "expositio", meaning "displaying" or "putting on a show".
The Role Of Exhibitions In The Marketing Mix
A. Definitions
B. Types of Exhibitions
A. Economic Significance of Exhibitions
B. Importance for Exhibiting Enterprises
C. Importance for Visitors
D. Outstanding Economic Functions
A. Information Sources
B. Specific Marketing Aspects
A. Selection Criteria
B. Exhibition Strategies and Styles
C. Exhibition Targets
D. Stand Impact
E. Follow-Up Measures
F. Risk Management
A. Importance of Evaluation
B. Efficiency Assessment
Dear visitor of this website!
Welcome to the online course of UFI “The Role of Exhibitions in the Marketing-Mix”.
This online course is directed to
? lecturers who want to introduce the topic "fairs and exhibitions" to marketing
and communications type classes,
? students who want information about trade fairs as a marketing instrument and
? personnel of exhibiting organisations who want to learn about the benefits of
participating in trade fairs.
The content is structured as follows: In Chapters I general information about trade fairs
and the exhibition industry is presented (definitions, integration into the marketing mix,
historical background, benefits of trade fairs). The essential features of the participation
in trade fairs are described in Chapters IV - VI. A special focus is paid to integrated
marketing and the future of the value of trade fairs and exhibitions in overall marketing
strategies and action plans.
The course lasts approx. six hours. It can be used free of charge. A pdf- and a power-
point version are attached.
If there are any further questions you may contact Lili Eigl, UFI Communications
Manager ([email protected]); Prof. Dr. Beier, University of Cooperative Education, Ravensburg,
Germany ([email protected]).
Authors:
Prof. Dr. Jörg Beier and Simon Damböck
University of Cooperative Education
Ravensburg, Germany
University of Cooperative Education, Ravensburg, Germany, © Prof. Dr. J. Beier
UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 1
I. Description of Fairs, Expositions and Exhibitions
A. Definitions
The roots of the phenomenon "Fairs, Expositions and Exhibitions" can be traced back to its language origin.
"Fair" comes from Latin "feria", meaning "holiday" as well as "market fair". This in turn corresponds to the
Latin "feriae", which came to mean religious festival.1)
During the 12th century the importance of trade meetings increased; fairs were held close to churches, so that
the concepts of religious festival and market fair was combined in the common language.2)
The word “exhibition” was mentioned as early as 1649. It is a derivative of the Latin word "expositio",
meaning "displaying" or "putting on a show".3)
Exhibitions are not just collections of interesting objects brought together at a certain place and time. They are
human activities, human enterprises, undertaken for definite reasons and in order to achieve certain specified
results. They are a form of human exchange, whereby the promoters and exhibitors on the one hand
communicate with the visitors on the other. Their results can only be told in terms of further human thought
and activity.4)
The word "exposition" goes back to the same origin as "exhibition". Expositions, rooted in old French, tended
to be very similar to their English cousins, exhibitions. Expositions were held in facilities built specifically for
them. They were organised by either government departments or groups of entrepreneurs with government
assistance for the express purpose of promoting trade. Manufacturers were invited to show their goods.5)
In colloquial speech the concepts are used similarly. However, there are some interesting conceptual
developments which show the variability of today's exhibition industry. Have a look at the next page.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 2
The early types of expositions and exhibitions were precursors for the world's fairs -
today known as EXPO - and different types of fairs and shows. Follow the descriptions on
the next slides.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 3
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Fair
The Middle English word "feire", which means a gathering of people held at regular intervals for the barter or
sale of goods, is the one from which the present day definition, i.e. a periodic gathering for sale of goods,
often with shows or entertainment, at a place and time fixed by custom, is taken.6)
Georg Emanuel Opiz
Russians at the fair in Leipzig
1825
Museum of town history, Leipzig, Germany
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 4
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Expositions and exhibitions
have always been combined with the display of goods and products.7)
Exhibitions differed from fairs in four major ways:8).
First, exhibitions were usually one-time events. They did not enjoy a recurring life cycle. However, while fairs
ran for a short period of time, many exhibitions ran for months, some for a year or longer.
Second, exhibitions were housed in permanent facilities built specifically for them. Starting in the 18th
century, the practice of building a facility for the express purpose of housing an exhibition was the precursor of
the exposition/convention centre industry.
Third, although fairs were held regularly, they were not highly organized events. Over time, religious and later
civic leaders did take control of the grounds where fairs were held (usually public lands). Exhibitions, on the
other hand, were highly organized events. They were initially created by government departments or
committees for the purpose of promoting trade.
Finally, exhibitions differed from fairs in the very way in which business was conducted. Goods were bought
and sold at fairs. At exhibitions, commercial activity or selling of the displayed goods, was not usually
involved. However, inherent in displaying the goods was the hope of stimulating future sales. Today this is
how most exhibitions still operate.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 5
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Crystal Palace in London
built for WORLD EXPO 1851
World's Fair - EXPO
is the generic name for various large expositions held since the mid 19th century. The official sanctioning body
is the Bureau International des Expositions or BIE. Expositions approved by BIE are universal, and
international or specialized, lasting from 3 to 6 months in duration. Universal expositions encompass
universal themes that reflect the full range of human experience. These Universal Expos usually have
themes based upon which pavilions are made to represent the country's interpretation on that theme.
For example, the theme for the Expo at Lisbon (1998) was "water" and the theme for the 2005 Expo
hold in Japan is "nature's wisdom".To distinguish them from other fairs, expos require total the design
of pavilion buildings from the ground up. As a result, nations compete for the most outstanding or
memorable architectural structure.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 6
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
The 2005 World Exposition, Aichi, Japan
Theme for 2005 World Exposition: "Nature's wisdom"
Thanks to rapid technological development, the 20th Century was characterized by mass-production and mass-
consumption, which in turn led to material improvements in our daily lives. At the same time, these trends
resulted in various global issues such as desertification, global warming, and a shortage of natural resources.
As these issues cannot be resolved by any one nation, the international community needs to unite in
confronting them: we must come together and share our experience and wisdom, in order to create a new
direction for humanity which is both sustainable and harmonious with nature.
EXPO examples
Recent Universal Expositions include Brussels Expo '58, Seattle Expo '62, known as the Century 21
Exposition, Montreal Expo '67, San Antonio HemisFair '68, Osaka Expo '70, Brisbane Expo '88, Seville
Expo '92, Lisbon Expo '98, Hanover, Germany Expo 2000. The Expo 2010 will be held in Shanghai,
China.9)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 7
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
The Chinese Export Commodities Fair,
also called the Canton Fair, is held twice a
year in Spring and Autumn since it's
inauguration in 1957. It is China's largest
trade fair, presenting complete varieties of
goods with a vast attendance and business
turnover. Preserving its traditions, this Fair
is an event of international importance.
2005 Canton Fair: Approximately 200 000
attendees from 210 countries and regions.
Turnover of export: 29,23 billion US.
Trade Fairs
have been the primary marketing medium of exporting countries. The exhibits are confined to one industry or
a specialised segment of a special industry. They are more commonly known as trade fairs. Historically, trade
fairs have been the primary marketing medium of exporting countries.
Initially, trade fairs were horizontal in their organization, with various products and/or services in specified
industry groupings. A vertical organization is more commonplace today with the exhibits being confined to one
industry or a specialized segment of a specific industry. Buyers are usually business members of an industry
and often must be pre-qualified to attend the fair.10)
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 8
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Trade Shows
are b2b events. Companies in a specific industry can showcase and demonstrate their new products and
services. Generally trade shows are open to the public and are attended by company representatives and
members of the press. Examples of trade shows are CeBIT and Hong Kong Electronics Fair (computer
industry).
Historically, trade shows have been conceived of as vehicles of communication with company exhibits
fulfilling an advertising and display function. Over time, this view has been challenged and replaced
with the view that trade shows are primarily events where products and services are sold, or contracts
and rights signed. However, in some instances, product or service offerings and buying processes are
regarded as too complex to permit full assessment or commitment to be made on-site. In such
situations, trade shows, at best, are likely to generate sales leads to be followed up afterwards. In the
1980s, a broader view of trade shows became more accepted. Several researchers argue that
companies use trade shows to pursue multiple objectives beyond communications and selling.
CEBIT, Germany
world‘s largest show for the computer industry
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 9
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Trade Shows
or b2b shows do have certain distinguishing characteristics that set them apart from consumer or combined
shows. The exhibitor is typically a manufacturer or distributor of products or services specific or
complementary to those industries authorized to the show. The typical buyer is an industrial end user, or
another distributor, within the industry segment hosting the exposition. Attendance is restricted to these
buyers and is often by invitation only. Business credentials or pre-registration are usually required to qualify
the buyer as a legitimate member of the trade or industry. An access or registration fee may also have to be
paid prior to admission to the event. Trade show events may be as short as a single day or as long as seven to
10 days depending on the markets being served. Some are held semi-annually. Most are held annually, a few
biennially. Some large-scale industrial expositions are held once every three to seven years.11)
Hong Kong Electronics Fair
Asia's largest show for the computer industry
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 10
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
The National Trade Center, Toronto, Canada
Approximately 175,000 people visit the annual National Trade Centre
to experience the latest trends, product innovations and fashion-
forward decorating ideas for the home. As the largest home show in
North America, the National Home Show features more than 800
exhibitors offering a selection of home products and services that is
second to none. It’s a chance to get a sneak peek at the latest and
greatest products for the home and to see what the future holds for
homeowners across Canada.
Consumer Shows (public shows)
are events that are open to the general public. Exhibitors are typically retail outlets, manufacturers or service
organisations looking to bring their goods and services directly to the end user. A consumer show, or public
show, is an event that serves specific industries or interests, held for a particular duration of time (1 to 10
days). They include several shows: e.g. home shows, car shows, sportsman shows, computer and technology
shows, and many others.
The primary purpose of a consumer (public) show is direct selling. Buyers (consumers) are brought together
with sellers of goods and services. Consumers benefit from a diverse product mix, expert advice, education
and entertainment. Sellers benefit by immediate consumer purchases, product and brand awareness, public
relations, research and development, and product testing.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 11
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
International Jewellery Dubai
Mixed shows
are a combination of trade and public shows. Exhibition organisers tend to open their trade shows to trade and
to public visitors. Trade visitors are allowed to enter the exhibition on special days; other days are open to
both the trade and the public.
Visitors Profile
From the 2004 edition onwards "International Jewellery Dubai" is repositioning itself to focus primarily on
trade.
IJD 2003 attracted 2,497 registered trade visitors (71% from the Middle East and 29% worldwide) and
thousands of wealthy private buyers, VIPs and public. A total of 11,747 people attended the event over 5 days.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 12
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Special types of trade fairs
Finally, trade fairs are combined with other events such as lectures, seminars, fashion shows, special events
and congresses. This combination raises visitor interest, driven by the high demand for information exchange
and the availability of experts. Exhibitors use this kind of show to meet many experts of one market segment.
A good example is the medical branch which has one of the highest needs for congresses. During the "Annual
U.S. Psychiatric & Mental Health Congress" an extensive supporting programme of speeches and debate
forums is served. Additionally a trade fair is attached.
Virtual fairs
appeared in the 70's when internet use became widespread. The demise of traditional fairs was considered
"inevitable". Possible touted advantages: elimination of usual trade show time constraints, space factors and
exhausting, long-distance travel.
However, it is now clearly accepted that traditional fairs cannot be replaced by virtual ones. Face-to-face
contact remains a significant privilege of traditional fairs. Applying customer relationship management (CRM)
and building up loyalty of clients remain advantages of exhibitions.
Nevertheless, the world wide web has very much effected the organization of exhibitions. Exhibitors and
visitors take their information from the net and decide if they participate in the exhibition or not. Organizers
try to communicate with their customers via internet to save money and to accelerate the communication
process. See how to handle the exhibition services "International Fair Plovdiv".
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 13
II. Historical Development
Fairs have been important institutions of the European trade. They can be traced back to the high Middle Ages.
The earliest market places, which can be characterized as exhibitions, have been founded in the Champagne,
France. They have started a continuous development which lasts to the exhibition industry of today.
The development of the exhibition industry over some hundreds of years can be divided into several stages.
Medieval fairs = preferred markets before the 12th century12)
Until the 12th century only few references to fairs and large markets can be found in the Franconia empire and
the adjacent regions.
? Privileges for a town from sovereign, emperors, kings
- Custom and exempt from custom and taxes
- During the fair, strangers also were allowed to open their stands
- Fair courts were established (mediation, contracts)
- Military protection = a free escort
? France 629: Abbey of St. Denis gets privileges from Merovingian King Dogbert I.: Custom privilege +
special protection of the king. Both were renewed continuously.
? Portugal 12th century: Tax exemption = feiras francas
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 14
II. Historical Development
12th and 13th century13)
During this period the first exhibition sites and trade centres come into being. The first typical organizational
structures of exhibitions can be identified.
? Fairs of the Champagne (six different times at four places)
? Trading centre for Netherlands, France, Central and Northern Europe, Italy
? Products:
France: wine, cattle Italy: silk, pigments
Central Europe: cloth, linen, metal goods
Northern Europe: furs
? The four most important exhibitions sites are: Provins, Troyes, Bar-sur-Abe and Lagny. They organized
the trade for Brabant and Flanders.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 15
II. Historical Development
The roots of the modern Western banking and finance system: Bill of exchange at the fair 14)
? During the 15th and 16th century the first substitute for money (surrogates) was developed. Bills of
exchange became payable at the next fair (e.g. promissory notes, purchase and transportation
contracts). Credit and finance transactions became easier and less risky.
? Political and clerical institutions used the fairs for their transactions: The German bishops paid their
contributions to the curia in Rome via the Champagne fairs.
? Until 1320 Champagne fairs became finance centres of Western Europe. The reasons for decline are:
Change of traffic network, maritime traffic, settled merchants, war between Flanders and France,
competition of the central and south European fairs.
? For further information see additional link.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 16
II. Historical Development
A European exhibition net starts to develop in the 14th century
In the 14th century new trade centres develop. The trade west-east becomes more and more important. At
the end of the 18th century a net of exhibition sites exists from Poland to Spain and England to South Italy.
The first European currency (ECU) is rising. Historical places for European trade fairs in the middle ages:
Netherlands and Belgium
Bruges, Ypern, Gent, Antwerp, Bergen-op-Zoom, Deventer, Utrecht
Germany
Frankfurt Main 1240: Fall fair
1330 spring fair permitted by Emperor Ludwig the Bavarian
Leipzig - Frankfurt: Because of the change to the Gregorian calendar there was an overlapping of fairs in
Leipzig and Frankfurt/Main. The transfer of the fair from Frankfurt to Leipzig became necessary.15)
South France, Switzerland, Italy, Spain
Geneva, Lyon, Besancon, Piacenca, Medina Del Campo
Medina del Campo: Take-over of the imperial financial administration of Emperor Charles V.
After stoppage of payment: 1575 closed
Geneva
1320 - 1464 largest fair in Europe, trade over the Alps, opened 4 times per year for 10 days per annum.
Products: Textiles, luxuries, silk, spices, non-ferrous and noble metals, pigments, furs, skins, wines,
manuscripts.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 17
II. Historical Development
18th and 19th century in Europe: Change from goods to samples fairs
In the 18th and 19th centuries new types of fairs take shape. Sample fairs and industry-specific fairs were
developed. This development is favoured by increasing industrialization, the improvement of the traffic
infrastructure and the formation of nation-states which guaranteed certainty of law and transportation safety.
At that time more than 95 percent of national industrial exhibitions were conducted in Europe.
During the process of industrialization, fairs evolved from sites for direct sales to sites displaying a broad
range of available goods: only samples of diverse product ranges were exhibited. These fairs were known as
"Sample Fairs" (from the German "Mustermesse").
Leipzig was the first exhibition site to organize a sample fair in 1895:
? Pure samples fair: Glass, ceramic, toys, musical instruments
? Dealers only travel with commercial samples
? Also technical fairs carried out in 1918
First international exhibition - EXPO in London 1851
First real international exhibition took place in London 1851 – Tradition of EXPO started. At least 14.000
exhibitors and more than six million visitors attended16)
This development did have an important influence on the American fair tradition17). The London Expo from
1851 was the starting point and model for Horace Greeley and Phineas T. Barnum, organisers of
America's first international fair in New York City in 1853.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 18
II. Historical Development
The 20th century: Trade fairs and trade shows become the dominate type of exhibitions
During this century the market segments have differentiated more and more. The work division has
increased. The industrial sector and the service sector have grown to a large extent. In parallel
international trade has expanded corresponding to a rapid increase of new enterprises.
The exhibition industry has met these challenges by developing industry-specific exhibition
concepts. They are characterized by the following:
? The nomenclature of the trade show, i.e. the range of products and services authorized for the
show, is determined by the products and services offered within a special market segment.
? The exhibitors and visitors of the trade show belong to a special target group of the market
segment.
? Associations representing the market segment initiate the trade show or are invited to become
partners of the exhibition organizer for the special event.
? Professional journals offer their services as cooperating media partners.
? The industry-specific concepts require specialists on the side of the organizers as well. The
project management of the organizer needs adapted skills and know-how of the market
segment.
Corresponding to these new trade show concepts, the functions and tasks of exhibitions have evolved.
From the exhibitor's view point the exhibitions had always been important distribution channels to sell
products directly. Now new objectives have been developed: e.g. the improvement of the company's
publicity and image, public relations and advertising.
Trade shows have become platforms for communication and developing relationships with clients.
Advanced marketing strategies show that a competitive market presence is only possible if the
participation is embedded in the integrated marketing concept of the company.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 19
II. Historical Development
The 21st century: Globalisation of the exhibition industry
The framework conditions for today's development of the exhibition industry were established by the end of
the last century.
? The breakdown of the communist system and the resulting transformation of the former centrally
planned markets to market oriented economic systems prepared the ground for intensified trade and
increased exchange of information.
? The formation of economically cooperating regions: e.g. EU, ASEAN, MERCOSUR, NAFTA und CUFTA is
positively influencing the exchange of goods, services and ideas.
? The liberalization of the Chinese market is supporting this development.
As a result of these changes the exhibition industry has started to adapt:
? New and large exhibition sites were built or are under construction in China, Korea, Singapore and the
Near East. The fast-developing nations in these regions place their expectations of economic growth
and prosperity on the exhibition industry. Some Asian organisers start to place their own exhibitions in
Europe or are cooperating with worldwide acting exhibition organisers.
? In Eastern Europe numerous exhibition organizers have expanded their trade show programme.
? European exhibitions organizers meet these challenges in different ways:
- Domestic trade show concepts are exported to the growth markets. They are following a branding
concept to hedge their market positions.
- Example: Three German trade show organizers cooperate in a joint venture with a Chinese
organization. They have invested in facilities in Shanghai.
- Other organizers cooperate with local partners to export their shows and to benefit from exhibitors
and visitors brought to their sites in return.
The future will show which of these ways will be the most successful.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 20
II. Historical Development
United States: The origins go back to London's 1851 Crystal Palace Exhibition19)
The first World's exhibition in London 1851 stimulated the development of comparable events in
America. These exhibitions draw on, and reshape an early tradition of agricultural and mechanical fairs.
? Horace Greeley and Phineas T. Barnum, organize America's first international fair in New York
City in 1853.
? It takes until 1876 for a group of Philadelphia civic leaders, together with the federal
government, to organise an international exhibition to celebrate the nation's centennial and its
reunification after the Civil War. The success of Philadelphia Centennial Exposition, attracting
millions of visitors, launches the first generation of American international fairs: New Orleans
(1884-1885), Chicago (1893), Atlanta (1895), Nashville (1897), Omaha (1898), Buffalo
(1901), Charleston (1901), St. Louis (1904), Portland (1905), Jamestown (1907), Seattle
(1909), San Francisco (1915), and San Diego (1915-1916)
? With the stock market crash of 1929 and the ensuing depression, the Century of Progress
Exposition (1933-1934) takes on unexpected importance and spurs the organization of
expositions in San Diego (1935-1936), Dallas (1936), Cleveland (1936), San Francisco (1939-
1940), and New York City (1939-1940). Fairs during the depression era draw audiences that
nearly equals the attendance at the earlier fairs and become a central part of Franklin
Roosevelt's New Deal efforts to demonstrate the government's concern for the economic and
social welfare of Americans.
? International expositions continue to be organized in the wake of Seattle's exposition and New
York's 1964-1965 extravaganza. San Antonio hosts HemisFair '68, Spokane holds a fair in
1974, and Knoxville and New Orleans organize expositions in 1982 and 1984, respectively.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 21
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Economic functions
The exhibition industry takes over important economic functions. In the exhibition centre supply and demand
are brought together. Exhibitions offer an interactive platform to the market participants. They contribute to
the development and revival of markets and market segments. Additional economic functions are:
? Trade function: Transactions of goods, services and information
? Transparency function: Market overview
? Development function: Support of commercial development of nations, regions and cities
In many countries the exhibition industry has been, and is still, a political-economic instrument to stimulate
the national economy. Nevertheless, the auditing of attendance figures of the exhibitions is not regularly
imposed. Only a few of the worldwide exhibitions are audited. Therefore the following figures give only a rough
idea about the worldwide significance of the industry.
Extract: "The UFI Code of Ethics is designed to clearly state the dedication to quality and professional conduct
of all UFI members. It is a clear statement of UFI's ongoing support for auditing to ensure credibility and
transparency in the business activities of trade fairs and exhibitions."
The situation worldwide 2002
(according to UFI, the global association of the exhibition industry)
? approximately 30.000 exhibitions held around the world
? approximately 3,2 million exhibitors participated in the exhibitions
? approximately 350 million visitors came to see the events
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 22
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Europe 200320)
According to the Istituto di Economia e Gestione delle Imprese (IEGI, University Buccoini, Milano) the
exhibition industry in Europe has shown the following results in 2003:
EUROPEAN
UNION
TOTAL EUROPE
INTERNATIONAL EXHIBITIONS
Net space hired (sqm) 18.000.000
Direct exhibitors (number) 420.000
Total visitors (number) 36.000.000
Number of exhibitions 750
NATIONAL AND REGIONAL EXHIBITIONS
Net space hired (sqm) 24.000.000
Direct exhibitors (number) 710.000
Total visitors (number) 87.000.000
Number of exhibitions 7.150
TOTAL TRADE EXHIBITIONS
Net space hired (sqm) 42.000.000 50.000.000
Direct exhibitors (number) 1.130.000 1.360.000
Total visitors (number) 123.000.000 155.000.000
Number of exhibitions 7.900 11.000
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 23
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
North America in 200121)
(according to CEIR (the Center for Exhibition Industry Research))
? A total of 13,000 exhibitions were held.
? Attended by 125 million visitors.
? Including 1,2 million exhibitors.
? The resulting contribution to the US and Canadian economy is estimated to approximately $ 100 billion.
Tradeshow week analyses the 200 largest shows (not including consumer shows) to take place in the United
States. In 2003 the following interesting data and ratios were created on a one year base.
Total net. sq. ft. of paid exhibit space 55.262.000
Total number of contracted exhibitors 180.000
Total professional attendance 3.702.000
Space rte range per sq. ft. $ 2,05 - $ 59,50
Total economic impact on host cities $ 4.96 Bil
Average number of contracted exhibitors 1.018
Average number of professional attendees 21.032
Average ratio attendees to exhibitors 21 to 1
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 24
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Asia
The Asian market for exhibitions is varied. There exist several regional exhibition markets because of the
geographic extension of the region. The most important are:22)
? China and Hong Kong
? Singapore
? Japan
? Korea and
? India
The development of the markets is different. China, Singapore and Korea show extensive progress while India
is developing slowly. Statistical data are difficult to research as neither uniform definitions and standards nor a
general obligation to audit the shows exist. UFI members, however, are obliged to audit "Approved events",
thus ensuring visitors and exhibitors of declared quality.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 25
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
China: Market of the future for exhibitions
? Forecasts for China say that within ten years the exhibition industry
will belong to one of the ten most powerful market segments in
China.
? In 2004 118 exhibition centres are registered where
? approximately 2500 exhibitions take place.
? Growth rates of more than 15 % are currently achieved.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 26
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network – trade fair organizing company
An exhibition organizer places orders, pays taxes and invests in the infrastructure of exhibitions. Beneficiaries
are the regional industry, the local government, and trade companies.
To organize and support trade shows employees are needed. Wages, jobs and work places are established.
These efforts lead to income in the region and/or the city. Personal expenditures multiply the beneficial
impact.23)
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 27
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Spin-off Effect
The benefit of trade fairs is not only restricted to the direct participants.
The spin-off effects also include the indirectly related players.
? first, the authorities profit from taxes paid on economic activities related to trade fairs
? secondly, all hospitality service providers profit by an exponential rise in demand, especially the
accommodation industry, transportation, restaurants and other purveyors of food and beverage
The multiplication effect increases the gain - taxis consume more fuel, petrol stations benefit, et cetera.
Additional money earned by employees and other workers will be spent in further consumption and the
catchment area.24)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 28
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - exhibitors
Resident and non resident exhibitors pay registration and other fees to the organiser. They place orders, buy
personal goods, pay taxes, rent cars and pay for accommodation.
They employ temporary staff and contribute to the exposition with information, incentives and sales orders.
Beneficiaries, for example, are the organizer, employees from the region, retail companies, handicrafts, hotels,
restaurants, transportation, entertainment and local government .
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 29
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - visitors
Resident and non resident visitors pay admission fees to the organiser. They invoke services, buy personal
goods, pay taxes, rent cars and pay for accommodation and restaurants.
They contribute to the exposition with information, incentives and sales orders. In return they get a market
survey, information about products and services.
Beneficiaries, for example, are the organiser, retail companies, hotels, restaurants, transportation,
entertainment and local government.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 30
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - region
Exhibitions, trade shows and consumer shows help to develop the town's image. The exhibition venue/region
becomes well known.
The region profits from information and incentives for the regional industry.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 31
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - region
Demonstration of the image effect
For example, the excellence of exhibitions held in Singapore has been recognized by UFI which accredits fairs
and exhibitions of exceptional quality. In addition to the already existing exhibition facilities, the Singapore
Expo, which opened in March 1999, is one of the largest exhibition centers in the region. Singapore Expo has
placed Singapore on par with the best exhibition cities in the world.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 32
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - region: Linkages and the sales multiplier effect
Linkages and multiplier effects are used to explain the relationships between an industry and the
creation of wealth in an area. Linkages describe the relationships between industries, and the sales
multiplier effect measures the direct, indirect, and induced effects of an extra unit of visitor
spending on economic activity within a host community. It relates visitor expenditures to the
increase in business turnover that it creates. As a result more jobs are created and hence wealth
and the overall image of an area increase. The following rough figures are calculated to estimate
the monetary effects of exhibitions. 24)
Sales volumes - exhibition sector
Multiplier for direct, indirect and
induced regional expenditures
1.0
7,0 - 10,0
How to read:
One EURO paid to the exhibition organizer for admission or for exhibitor fees has to be multiply
with 7 to 10.
Then you get the amount of money that is directly, indirectly and induced spent in the region.
In this way other enterprises, private persons, the region, state or the city profit from the
exhibition and the corresponding events.
UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 33
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Media comparison: Advantages of the marketing tool "participation in exhibitions"
In 2004, managers from industrial enterprises in Germany were asked to evaluate which communication
instrument worked best to reach certain targets. They could grade their answers between 1=excellent and
6=very poor. Below the results of the comparison between "Participation in exhibitions" and "Classic
advertisement" are shown.25)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 34
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Media comparison: Advantages of the marketing tool "participation in exhibitions"
Organisations use different communication instruments to reach their marketing objectives. To make a
decision which instruments (see chart below) to use, it is important to know how efficiently each instrument
works. The evaluation of all communication tools concerning marketing objectives leads to the following
ranking. The "participation in exhibitions" ranks as the No. 1 tool (2.22). Personal selling follows. Both
instruments emphasise face-to-face communication. The other instruments are less effective. 26)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 35
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Advantages of a trade fair participation for exhibitors27)
What are the reasons for such high ranking of exhibitions. If we look at the peaks of the evaluation there are
three major advantages. These are:
? To introduce new products and services
? To initiate sales and
? Relationship management with known and future customers.
Exhibitions are of high public interest. Important sellers and buyers visit a show. Media representatives use
the events for publishing news about products and trends. Therefore trade fairs are useful for product
launches. Because of these reasons sales are initiated, too. There exists a so called transponding-and-delay
effect, which means an exhibitor may realize a turnover from a show more than 12 months after the closure of
a show, particularly at an industry show.
The possibility to address potential clients directly allows face-to-face contacts. Within the company's
Customer Relationship Management (CRM) trade fairs are important tools to build up confidence. They are
used together with other marketing tools, i.e. internet, direct marketing, personal selling.
Trade fairs offer the chance to promote the company and analyse the competition. In this way, the existing
high public interest can be used to meet objectives such as image-building, positioning and brand recognition.
Trade fairs offer further advantages to business people, chiefly the ability to network within the industry while
achieving major marketing goals.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 36
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
The following cluster analysis of exhibitors shows that there are various approaches, objectives and priorities
which determine different types of exhibitors:28)
? Cluster I: “Hard sell exhibitors”
? Cluster II: “Communication-oriented relationship-managers”
? Cluster III: “Competition-oriented representatives”
? Cluster IV: “Hybrid exhibitors”
? Cluster V: “Ambitious regional exhibitor”
Cluster I: “Hard sell exhibitors”
This group of exhibitors
? is completely focused on meeting targets
? prefers specialist trade shows with a homogenous group of exhibitors, where direct selling is common
? includes goals achieving a set turnover, as well as remaining within the budget, especially in
comparison to participation in other events
? The larger the company, the higher the tendency to monitor the competitors
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 37
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Cluster II: “Communication-oriented relationship-managers”
? Aim their efforts primarily at implementing communication objectives
? Prefer international trade fairs that are accompanied by other events, all of which are informational in
nature
? Aim to demonstrate their ability to solve problems
? Priority is given to analysis of protocols of conversation and structural composition
? They are strong adherents to Customer Relationship Management techniques (CRM)
Cluster III: “Competition-oriented representatives”
? Are only rarely concerned with specific goals
? Prefer a position within a heterogeneous group of exhibitors and most often participate in national and
regional trade fairs
? Are willing to compete and watch rival activities closely, often adopting their tactics, especially stand
design
? Success is measured in terms of visitor numbers
Cluster IV: “Hybrid exhibitors”
? Do not set extraordinary goals, although employee motivation as a goal is common
? Tend towards international trade shows because of their informational nature
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 38
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Cluster V: “Ambitious regional exhibitors”
? Aim at merchandising their goods (emphasis on product-policy)
? Are very interested in creating a positive image
? Are also very ambitious at evaluating success and comparing the
effectiveness of marketing tools
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 39
III. Benefits of Exhibitions
C. Importance for Visitors
A comparable cluster analysis29) has shown that visitors – at technical fairs - can be differentiated into four
types:
? Type A: “Intensive trade fair user”
? Type B: “Special-interest trade fair user”
? Type C: “Trade fair stroller”
? Type D: “Pragmatist”
Type A: “Intensive trade fair user”
? Utilizes trade shows as an important source of information, particularly current market developments
? Is highly communicative, uses trade fairs for serious networking
? Attends 21 exhibitions on average per year and every visit is planned in detail
? In contrast to the other types, they tend to complete a sales transaction during the fair
Type B: “Special-interest trade fair user”
? Prepares in advance and use their visits intensively, carefully considering products or services
? Does not transact business directly at the fair
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 40
III. Benefits of Exhibitions
C. Importance for Visitors
Type C: “Trade fair stroller”
? Uses trade fairs primarily as an instrument to observe the market
? Has little contact with exhibitor personnel and does not intend to buy
Type D: “Pragmatist”
? Does not have any specific aim such as transacting business or making a purchase
? Is very passive, seldom stays for more than a day and is oriented to other sources of information
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 41
III. Benefits of Exhibitions
C. Importance for Visitors
Allocation of Type A-D
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 42
III. Benefits of Exhibitions
C. Importance for Visitors
Other sources of information for visitors30)
Trade shows are excellent events to prepare decisions. How to read the graph: 91% of the management
queried use trade shows as an instrument to gather information for their business decisions.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 43
III. Benefits of Exhibitions
D. Outstanding Economic Functions
These are some special economic factors connected to trade fairs:
? Lowering transaction costs31)
The main reason for the existence of trade fairs can be found in the lowering of costs per transaction.
Such costs can arise from factors, such as search for information, contracting, legal advice, insurance,
and competition monitoring. A cost reduction is gained by the concentration of providers and
attendees in one location at one time.
? Neutral sales area
Trade shows are held at a location which is neither home territory of the exhibitor nor the visitor. The
venue is a neutral area that makes it easier for the visitor to freely select from a pool of information
offers, with no commitment. Both visitor and exhibitor are freed from interferences by daily company
duties.
? Conditional location pull32)
In many cases, a prerequisite for the usage of demanded services is that they can only be consumed
at the place of their production. Due to this, the customer is forced by a conditional location pull,
which means that he is fixed according to the place where the producer manufactures. This doesn't
apply to trade fairs.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 44
III. Benefits of Exhibitions
D. Outstanding Economic Functions
Limited availability
A distinguishing feature of trade fairs is their limited availability33). Four dimensions can be identified:
? The date and the place is fixed by the organizer and cannot be moved at the demand of an individual
participant;
? Some fairs have appointed times by tradition. They often have been fixed according to industry
innovation cycles. Other organizers date their exhibitions following the buying season of the industry.
? Sometimes important exhibitor groups are able to apply considerable pressure on the organizers
because of the importance of their attendance;
? Due to this, other marketing activities must be adapted to the fixed trade fair participation, whose
dates have to be considered, especially for advertising campaigns.
The limited availability also applies to other marketing instruments: e.g. advertising, TV or radio campaigns
take place at fixed dates and have a limited circulation. Trade shows are able to hyper compensate for this
flaw by offering the opportunity to personal and intensive contacts.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 45
IV. Integrated Exhibition Marketing
A. Information Sources
There are a number of reliable sources which distribute information about trade fairs. Many countries
support their exporting companies. Information on where and how to participate in foreign trade fairs is often
available from the responsible government body or from the national Chambers of Industry and Commerce.
The following information sources can be used:
? Trade fair companies and event organizers
? Chambers of Industry and Commerce
? Chambers of Industrial Crafts
? Trade and economy associations
? International databanks
? National auditing companies (i.e. companies which audit statistical data of trade fairs)
? Associations of the national exhibition industry
UFI, the global association of the exhibition industry
headquartered in Paris, is the leading umbrella organization for fair organizing companies, exhibition centre
managers and exhibition related service industries worldwide. UFI brings together important national and
industry exhibition associations. As a networking platform, it stimulates communication between the members
through several working groups and congresses. With more than 80 years of experience, UFI carries out
studies about the trade fair industry and the research results can be used for marketing or educational
purposes. As a representative of the trade fair industry, its responsibility is to provide added value.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 46
IV. Integrated Exhibition Marketing
A. Information Sources
Expo-Online-Databanks Germany, USA and Asia
There are several databanks available to get information about trade fairs. Click on the companies name and
you will get access to the different databanks.
? Asian Sources (www.asiansources.com): Databank for Asian expositions. Additional information
about new products, Online-Product research, direct contacts to producers, exporting and importing
companies. Co-operation with “Trade Show Central”.
? AUMA (www.auma.de): Databank mainly for German expositions. The AUMA databank provides
detailed statistical information about trade fairs in Germany and about foreign trade fairs organized by
German companies.
? Exhibitions round the world (www.exhibitions-world.com): Asia-databank. 86 research
categories. The following information are available online: Export- and exposition guide, directory of
exposition companies, stand constructing companies and hotels.
? Expobase (www.expobase.com): Large databank of German and foreign expositions. Leads to
information about: stand constructing companies; hotels, services, forwarding trade.
? Expoguide (www.expoguide.com): Databank of all US expositions. Registration of all exposition
names and exposition sites
? Expoweb(www.expoweb.com): Expo-databank of US expositions with 78 industrial segments,
alphabetic registration.
? Trade Show Central (www.tscentral.com): Databank of more than 30 000 worldwide registrated
expositions; less information. Additional information can be ordered by e-mail. Co-operation with
“Asian Sources”.
? The Trade Show News Network (www.tsnn.com): Databank of US expositions with research
within 108 industrial segments. Newsletter free of charge with tips about expositions and marketing.
Online-Booking of hotels, tickets and car-renting. Experts answer to questions about expositions and
marketing. Monthly online-answering of questions.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 47
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Trade fairs are multifunctional:
? they can be mixed with separate instruments and
? can hardly be seen as independent without overlapping with other tools, such as advertising or
promotion
? must be integrated into a company’s strategic marketing concept, and
? adjusted to the other marketing tools; all other marketing instruments must be adapted to the fair
participation and repetitive, because “Trade show participation is too expensive to be limited to the
exhibit alone”35)
Trade shows and exhibitions have relations to the enterprise’s
? Product policy
? Distribution policy
? Contract policy
? Promotion policy
Trade fair participation can be regarded as a stand alone communication tool or as a complement to other
marketing tools. Trade shows require a combined input of different communication tools. Many other
marketing instruments: e.g. advertising, public relations, promotion, have to be used to successfully
participate at the trade show.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 48
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 49
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Product policy36)
? The product policy does not belong to the original
communication tools of trade fairs. However, exhibitors who
are using trade shows as an independent distribution channel
combine products and services to get a special fair package.
This package is sold as a unique offer, only available at the
trade show.
? To match the trade show nomenclature which is allowed by
the organizer, the exhibitors must select corresponding
company products.
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University of Cooperative Education
Ravensburg, Germany 50
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Distribution policy37)
Distribution can have two purposes for exhibitors.
? In some market segments trade shows are used as a unique
distribution channel and play an important role to sell the
company’s products (e.g. the jewellery and watch industry).
Baselworld
? The placement of the exhibitor’s booth in the exhibition area
can be regarded as a distribution decision as well. The right
placement – high frequency of visitors – will influence the
individual success of the exhibitor.
International Paris Air Show, Le Bourget, France
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 51
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Contract policy38)
? To motivate customers to visit the trade show and to buy
products and services there is the possibility to offer special
trade show prices to the visitors.
? They get discounts depending either on their exhibition
presence or on the product quantity bought. Sometimes
special terms of payment are offered. Visitors might
postpone regular purchases to take advantages of the
reduced prices.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 52
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Promotion policy39)
? The participation in trade fairs is first and foremost a
communication or promotion tool, to promote products,
services and brands. On the following pages the specific
communication tools used for the exhibition participation are
described:
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 53
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Stand conception
Several experts are necessary to complete an attractive and informative booth: e.g.
experienced architects, stage designers, graphic artists, craftsmen, and booth builders.
? A booth concept is a three dimensional way of promoting a firm. Colours, light,
design and audio-visual techniques are used to present products and services.
? The pictures40) show different ways of using the possible design elements.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 54
V. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Trade fair communication activities
? An advertising campaign41) can be used to announce a company’s trade show participation and to
invite special target groups.
Direct marketing has to be regarded as a corresponding tool to motivate customers to visit the trade
show.
? Trade fair - Public Relations.42) Depending on the company’s significance different public relations
instruments can be used: Press conference, press kits, press interviews. These tools help to announce
the company’s participation, to promote new products and to improve the firm’s image.
? Marketing events43) can be used as additional attractions. They are realized either at the booth or
can be organized outside the exhibition area. Marketing events help to produce emotions and support
the efficiency of the use of the other tools.
? Personal selling.44) Trade shows are a special tool to build up relations and to have personal
contacts to actual or prospective customers. The chances to practise customer relation management at
the trade fair are excellent.
? Co-operation for communication.45) The organizer’s and exhibitor’s interests are equal concerning
the promotion of visitors. The more quality visitors there are at the trade show the better for both
parties. Therefore organizers offer different material which can be used by the exhibitor: E.g.
brochures, leaflets, area plans, free entry tickets.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 55
V. Integrated Exhibition Marketing
B. Specific Marketing Aspects
IT-Marketing46)
? During the last years IT-Marketing has become a very successful tool to contact potential customers
and to open new markets.
Organizers offer special websites where the exhibitors are able to present their products and services.
? A newsletter to announce the participation. During the participation the exhibitor informs his
customers and other target groups about special events at the trade fair.
? A label signet which announces the participation should be attached to every outgoing mail in a digital
form.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 56
V. Trade Fair Participation
A. Selection Criteria
Trade shows are useful for many company strategies: e.g. launching new products, opening new markets,
improving many customer relationships. Each potential exhibitor has to select the right show for each purpose.
Therefore he should use as information sources as possible. The better the information concerning a show's
quantity and quality, the better the chance for a successful participation. Based on this information the
exhibition manager has to define criteria and objectives for the company’s trade fair participation.47)
The following criteria are relevant:
1. Types of trade fairs available for the product segment
2. Relevance of the trade fair for the market
3. Client target group
4. Competition
5. Costs
6. Quality of the trade fair organizer
7. Basic conditions
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UFI, The Global Association
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Ravensburg, Germany 57
V. Trade Fair Participation
A. Selection Criteria
1. Types of trade fairs
- National or international exhibitions
- Consumer show or trade show
? In order to use trade fairs efficiently as part of the marketing mix, it is necessary to be selective. The
type of exhibition - national or international, consumer or trade show - will be a first criterion to decide
if the company's marketing strategy and objectives can be achieved.
? If the company is not interested in international customers you should select exhibitions in which
national exhibitors take part and where domestic visitors are expected.
? Considering the different type of visitors consumer and trade shows should be differentiated.
Consumer shows are primarily for direct selling, while trade shows serve to develop relations with
customers and clients. At trade shows purchasing decision may be made after the event.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 58
V. Trade Fair Participation
A. Selection Criteria
2. Relevance of the trade fair for the market:
- Presence of the market
- Recurrence of the trade fair
- Themes
- Quality of supply and demand at the trade fair
- Completeness of the permitted market segments
- Catchment area
? The importance of a trade fair can be determined by different indicators.
? The presence of the market can be measured by the number and quality (i.e. market leader) of
companies representing the supply and demand of the market segment.
? Exhibitions take place on a regular base: once, twice or more often during a year, every two, three
years or even in longer periods. Depending on the marketing strategy and event schedule the right
exhibitions should be selected.
? The subjects and the nomenclature of the exhibitions is of importance for the decision to participate or
not.
? The quality of supply and demand is represented by the presence of high ranking managers and
visitors. Information is available from the organizers.
? The catchment area can be regional, national or international, i.e. the visitors are expected to come
from these areas. Depending on the exhibiting company's targets, this criteria is of importance for the
final participation decision.
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UFI, The Global Association
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University of Cooperative Education
Ravensburg, Germany 59
V. Trade Fair Participation
A. Selection Criteria
3. Client target group
- Regional origin
- Branch
- Size of the company
- Area of operations
? A trade fair is an excellent opportunity to get in direct contact with the relevant target groups. It can
be more efficient than the company’s field service.
? Therefore, the company should know whom they want to address at the fair. The design of the trade
fair participation should be created according to the target groups.
? These can be defined based on the following aspects:
Regional origin, branch and size of the client company, the area of client operations, frequency of
client purchasing, and purchasing power.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 60
V. Trade Fair Participation
A. Selection Criteria
4. Competition
- Wanted or not
Following the rules of a market oriented system it is advantageous to be present where your competitors are,
too. However, sometimes it is desirable to avoid direct contacts with competitors (e.g. looking for a test
market, in case of obvious competitive disadvantages)
5. Costs
- Defined budget
- Expected costs
The basic question is: Can we afford the trade fair participation?
The budget is calculated based on the expected costs and must be defined before the trade fair participation is
contracted. If the budget is sufficient the participation can be realized; if not, budget or type of participation
must be adapted.
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UFI, The Global Association
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Ravensburg, Germany 61
V. Trade Fair Participation
A. Selection Criteria
6. Quality of the trade fair organizer
- Experience and know-how
- Marketing strategy
- Exhibition venue and accessibility
The management quality of the trade fair organizer can also influence the decision to participate. The quality
of the equipment of the site, such as space, design, type of halls, open air grounds and the quality of the
facilities have to be acceptable. The experience of the organizer supports the quality of the exposition.
Transport connections and infrastructure may also influence the participation decision. Is the venue
geographically centrally located; is there sufficient accommodation available?
7. Further conditions
- Date
- Availability of personnel
Depending on the market segment, purchasing periods should be taken into consideration. The date of the
show has to fit this specification. Because of the internal work loads, sometimes the best booth personnel is
not available. In this case the participation should be reconsidered.
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Ravensburg, Germany 62
V. Trade Fair Participation
A. Selection Criteria
The following chart shows a hypothetic example for choosing the right trade fair. Background: A Russian
exhibitor (e.g. a producer of natural stones, see case study 2) intends to open the European market. Follow
the explanation on the next slide.
Alternatives
Appropriate trade fair
Verona, Italy
MARMOMACC
Valencia, Spain,
MARMOL
Nuremberg
Stone+tec
Brussels,
Belgium,
Batisbouw
Weight
w
Points
p
Product
w x p
Points
p
Product
w x p
Points
p
Product
w x p
Points
p
Product
w x p
Criteria i
Target group 28 5 140 7 196 4 112 4 112
Significance
of trade
show for
market
21 6 126 8 168 4 84 4 84
Quota of
trade
19 7 133 6 114 5 95 3 57
Booth costs 11 6 66 8 88 4 44 2 22
Catchment
area of
trade fair
15 7 105 6 90 5 75 4 60
Recurrence
(of the
trade fair)
6 5 30 7 42 7 42 7 42
Total 100 600 698 452 377
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UFI, The Global Association
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Ravensburg, Germany 63
V. Trade Fair Participation
A. Selection Criteria
Scoring procedure:
? Choice of the criteria which are decisive for the quality of an event from the view point of the
exhibitor. Some of the most important criteria are already suggested. Further criteria can be included.
? Weighting of the selection criteria. Every criterion gets a weighting corresponding to the individual
significance for the quality of the event.
? The trade fairs are assessed with a score between 1 and 10 per criterion. This score shows how the
quality is estimated by the exhibitor per criterion and trade fair in relation to the competing fairs.
? Weighting and score are multiplied by each other to calculate the score per fair and criterion.
? The scores are added up for the total assessment. The higher the achieved total assessment, the
better the assessment of the respective fair is from the view of the targets and quality requirements of
the exhibitor.
Example:
? In the attached case four fairs were judged at four different sites. The choice and assessment has to
be understood as an example.
? The trade fair in Valencia has reached the highest total score with 698 for the hypothetic exhibitor. The
other trade fairs are following.
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V. Trade Fair Participation
B. Exhibition Strategies and Styles
Once a decision to participate has been made, the exhibition strategy, the exhibition style and exhibition
targets have to be determined. Exhibition strategy and style complement each other. It has proved to be
helpful to follow these planning steps as the exhibition styles make it easier to decide which booth design and
which communication tools to choose for the participation.
Exhibition (marketing) strategies48)
? Within the market processing strategy it is decided which products will be offered to which markets.
The company can either present new or already known products. It might choose the present markets
as relevant for the market offer or new markets which are not yet opened for the company's
assessment.
? If you combine the potential markets (new or known) with the type of products (new or known) four
market processing strategies can be distinguished. For further explanation see the next slide.
Exhibition style49)
? The concept of the exhibition style provides a guideline from which the design elements of a booth can
be chosen and the marketing instruments can be selected and finally applied.
? An exhibition style supports the decision making process in the run-up to the exhibition. The
management has to choose which communication instruments (i.e. press conference, brochure, direct
mailing, special event, banners, advertisement) to use. The exhibition style delivers the criteria for the
final decision.
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V. Trade Fair Participation
B. Exhibition Strategies and Styles
Products
Markets
Present products New products
Present markets
Market penetration
Customer oriented
exhibition style
Product development
Product oriented
exhibition style
New markets
Markt development
Contact oriented
exhibition style
Diversification
Advisory oriented
exhibition style
Market penetration
Customer oriented exhibition style.
Penetration of the market means that the exhibitor tries to boost sales with the help of established products.
To this end, old consumers must be motivated to generate higher sales, while new consumers must be
convinced for first time purchases. As the application of the products is widely known, attention should be
drawn to customer care and relations. In this case, a strong customer-oriented exhibition style is beneficial.
Discussion areas where the personnel can talk to the customers are necessary. Advertising in the catalogue,
on site maps, in professional journals as well as events at the booth (e.g. customer evenings) are important
marketing techniques.
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V. Trade Fair Participation
B. Exhibition Strategies and Styles
Product development
Product oriented exhibition style.
The product development strategy emphases the selling of new products to acquired customers. The product
has to be presented with its application possibilities. This leads to a product-oriented exhibition style. Besides
sales promotion (samples, coupons and giveaways), special shows of the organizer, special events at the
exhibition hall, and direct mailing are strong marketing techniques, which help to give the product special
emphasis.
While planning the booth concept, it is important to make sure that the personnel have enough space for
product display and usage.
Market development
Contact oriented exhibition style
If the strategy is to open new markets, the exhibitor has to gain new customers for its products. Product,
company, and brand have to be introduced at the same time. This means that the exhibitor has to make sure
that his trade fair presentation is comprehensive as well as catchy. New contacts and open communication
have to be given special emphasis.
Therefore, a contact-oriented exhibition style should be preferred. The booth should be created in an open
style, in order to invite customers to the booth. The simultaneous promotions - advertising of the exhibitor (e.
g. hand-outs), announcement advertising (in trade fair journals or daily newspapers), and outdoor advertising
(like transportation or advertising-banners), along with sales promotion (price competition, lottery, giveaways)
- are important steps to reach the target groups.
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V. Trade Fair Participation
B. Exhibition Strategies and Styles
Diversification
Advisory oriented exhibition style.
The exhibitor’s task becomes much more difficult if he diversifies his sales activities. In this case, he cannot
fall back on his experience either with known or established markets. Beyond this, he is looking for new
customers.
Application-possibilities and advantages of the product should be presented and problem-awareness should be
created. To achieve this, intensive consultation and contacts with experts are necessary.
Therefore an advisory-oriented exhibition style should be used. For consultancy it is important to have a quiet
seating area. At the same time the presentation of products and brand has to be possible. One option is to
divide the booth into two floors.
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V. Trade Fair Participation
C. Exhibition Targets
Why set targets?
?
One important step in the participation concept is the definition of exhibition targets, since
efficient participation in a trade fair is only possible on the basis of sound goals.
?
The organisational preparation is influenced by the set goals. After the show they offer the
possibility to check the success of the participation.
?
The content of exhibition targets has to be determined. This includes the definition of the
target groups and the determination of the time in which the goals should be realised.
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V. Trade Fair Participation
C. Exhibition Targets
The diagram shows the results of an empirical market research.50) In this
questionaire, exhibitors have declared that they set the following targets
when they participate in exhibitions.
„To increase company image“ was declared to be the most important goal
for more than 80% of the exhibitors. 70% of the sample emphasized
„meeting new groups of customers“ and „ developing personal contacts“.
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V. Trade Fair Participation
C. Exhibition Targets
Targets must be operational. This means:51)
? Measurable
? Related to a specific period
? Assigned to a responsible person or group
? Realistic
? Acceptable: Do you think that the people who have to work for the targets will accept contents and
extension of the target?
? Motivating: Are you motivated by your targets or are they a burden for you?
Economic targets / Psychographic targets52)
? There are different ways to determine objectives. Besides dividing aims following the marketing mix, it
is also possible to divide into economic and psychographic goals.
? The success of economic goals is relatively easy to measure, because it is focused on measurable data,
such as the turnover, cost-reduction, expanding the market share and other criteria.
? The psychographic targets mainly try to influence the attitude of the visitors. This is important if a
company tries to improve its image or wants to influence the visitor’s view of the company. This
success is invisible and therefore hardly measurable as it happens in the so-called black box.
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V. Trade Fair Participation
C. Exhibition Targets
Criteria Contents and Measurement
To boost sales Number of orders
To expand sales Total orders for goods:
with different target groups
To encrease the degree of
distribution
Number of specialists and private
visitors
To aquire new market segments /
Customer groupings
Number of new customer contacts
(e.g. according to regions, sectors of
industry, sales routes)
To expand or retain the share of the
market
Sales compared to previous trade
fair
To acquaint visitors with the range
of products
Number of visitors, number of old /
new customer contacts; number and
quality of initiated press
publications; number of brochures
and samples distributed.
To create / improve brand loyalty,
product awareness
Specific questioning of visitors
- Company; how well known
- Memorability of new products
- Knowledge of the brand
- Characteristics of the product
On the left side you find the category of targets; on the right side, contents and the method to audit the data
are described.
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V. Trade Fair Participation
C. Exhibition Targets
To give an example for operational targets the following economic and psychographic targets are determined.
If the Russian exhibitor (see chapter V. A "Selection Criteria") has already participated in the trade show
Marmol in Valencia in 2004, the new targets could be determined as follows:
Economic targets
? To increase the number of visitors from 250 to 320 at the trade show Marmol 2005; responsible:
Trade Show Department.
? To increase the number of orders from American customers (2004: 25; 2005: 40); responsible:
Marketing Department.
? To increase the sales of additional services by 15% (2004 – 2005); responsible: Field Service.
? Reduction of trade show costs by 5% compared to last years trade show: responsible: Exhibition Team
Psychographic targets
? To improve the number of positive media publications by 15% from 35 to 40; responsible: Public
Relations Team
? Increase of visitors share who recognize the companies brand four weeks after the show; today 25%,
target 35%; responsible: Marketing Department, Marketing Agency, Market Research Team.
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V. Trade Fair Participation
C. Exhibition Targets
Objectives for trade shows: Consumer and manufactured goods
The individual participation objectives depend on the different types of trade fairs, such as consumer goods
fairs or investment (manufactured) goods fairs.
The main goal at a trade show for consumer goods is the placing of orders. The trade visitors order goods for
the following season. They do not need an authorization for their purchasing decision and can negotiate the
sale at the fair. It is therefore easier to monitor and measure the success attained.
At trade fairs for investment goods, immediate orders are comparatively unimportant. The negotiation-process
takes much more time because technical issues must be resolved. There is a greater financial investment and
a multilevel authorisation in the buying decision. Sometimes the investment decisions are made a long time
after the trade fair closed. The order can’t be assigned directly to the event. A difficulty at trade fairs for
investment goods is, that the success is not properly measurable, because the focus is on image building,
increasing publicity, imparting information and consultancy.
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V. Trade Fair Participation
D. Stand Impact
The significant difference between a stand and the usual possibilities of visualization is the enhancement from
the second to the third dimension, that also means an extension to possible presentation.52)
The booth concept is relevant for the right communication and budget policy of the exhibitor. It also influences
the exhibitors’ logistics to get the exhibits and material at the right time, to the right place, at the lowest
costs. On the following pages several criteria are discussed which have to be considered for the booth
assembly.
Criterion 1: Booth types
The booth is a three-dimensional marketing tool. It represents the company and is sensual. Customers and
visitors compare the booth with that of competitors at the trade show.
Criterion 2: Alternatives of booth design
Several factors have to be considered to determine which kind of booth should be presented at a trade fair.
Follow the explanations on criterion 2.
Criterion 3: Booth planning and realization
The decision concerns marketing and cost aspects. If the exhibitor likes to reuse the booth he has to decide
which booth type will be the best alternative for him.
Criterion 4: Booth areas and functions
The booth consists of different areas with different functions. Corresponding to the exhibition style, the
management has to decide how the use the space: for presentation, for consulting or for easy and frequent
contacts.
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V. Trade Fair Participation
D. Stand Impact
Criterion 1: Booth Types
The various types of trade fair booths are influenced by the type of space
allocation and access to the aisles.
There are four basic types of booths.
? Row booth (R)
? Corner booth (C)
? End booth (E)
? Block booth or island booth (B)
Row booth (R)
The standard row booth is designed to stand back-to-back with an opposite row or a wall and will have
adjacent booths on both sides. Only one side (occasionally two) faces an aisle. The dimension of the open
booth front is used to distinguish a narrow, deep booth from a wide stand which is less deep.
Corner booth (C)
A corner booth is situated at the end of a row. It provides access from two sides, from the aisle along the row
and from the one vertical to it. A corner booth has more sides accessible to the public, but the same overall
area, and is therefore more effective than a booth located in a row. As a corner booth can be seen from two
aisles, higher numbers of visitors can be expected.
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V. Trade Fair Participation
D. Stand Impact
End booth (E)
This booth at the end of a row is surrounded on three sides by aisles. It is qualitatively superior to the above-
mentioned types, as it appears more inviting and more representative if exploited properly.
Block booth or island booth (B)
The block booth or island booth is bordered on all four sides by aisles. Since it is accessible to visitors from all
sides, it attracts a great deal of attention due to the fact that it is completely independent from other booths.
The block booth or island booth is the most expensive type of booth. It requires more elaborate design, which
is reflected in the higher costs for booth assembly and fitting.
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V. Trade Fair Participation
D. Stand Impact
Booth assembly
System or conventional
booth
Design principles
Criterion 2: Alternatives of booth design
The booth appearance at a trade fair is a marketing challenge. The booth
should be more attractive than those of competitors. Visitors should
remember the booth, exhibits and the company’s brand.
To reach these goals the following decisions have to be made:
? Does the company assemble the booth itself or engage a booth construction company?
? Is the use of a system or a conventional booth convenient?
? What kind of basic design shall be used for the booth assembly?
Follow the explanations on the next pages.
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V. Trade Fair Participation
D. Stand Impact
Booth assembly (see picture)
There are different ways to assemble the booth:
? The company itself is responsible for the whole design and the assembly. In this case personnel with
appropriate know how has to be available. Additionally stand building material has to be ready for use.
? The exhibitor might instruct a booth building company to create the booth. In this case the exhibiting
company is responsible for the right briefing – the guideline for the construction and the trade show
appearance. The costs will be much higher compared to an independent booth construction. However,
know how and special expertise concerning the location and the trade show organizer is with the
service provider.
? Some organizers offer turnkey booths which are simple system stands. They are assembled and
disassembled without presence of the exhibitor. This is a relatively cheap and easy solution especially
for newcomers. Advantages for the exhibitor: No responsibility for assembly and disassembly of the
booth, less and clear planning costs. Disadvantages: Limited opportunity to present the company
individually.
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UFI, The Global Association
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University of Cooperative Education
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V. Trade Fair Participation
D. Stand Impact
System or conventional booth
The decision to apply a system booth or a conventional design should be based on several criteria:
? A reusable booth assembly is more cost-effective than a conventional one.
? The substantial advantages of a system assembly are:
- easy to transport and store
- low staff requirements during assembly and disassembly
- sensibly priced, pre-fabricated, precisely fitting components
- flexibility and adaptability
? Disadvantages are: less distinction from other exhibitors; dependency from the limited application of
the system.
? Conventional or individual booth assembly is especially attractive for companies involved in
construction or interior work. They have extensive knowledge of materials and fabrication, and they
have the necessary production facilities and qualified staff.
? Conventional assembly enables highly individual designs to be realized. However, individual designs
are only available at relative high costs.
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V. Trade Fair Participation
D. Stand Impact
Design principles
There are three methods of booth assembly:
? Open assembly: No external screens that might obstruct the view. The booth is visible at first glance.
All exhibits can be identified straight away.
? Partially open assembly: external screens are included to prevent visitors from seeing directly into the
booth.
? Closed assembly: The booth consists of external screens (possibly with windows), making it necessary
to enter the booth in order to view the exhibits, watch demonstrations and talk to the stand staff.
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V. Integrated Exhibition Marketing
D. Stand Impact
Finance decision
Activities &
time schedule
Criterion 3: Booth planning and realization
The booth planning and realization stage contains several aspects:
? The participation in a trade fair is cost-intensive. There are three
possibilities to invest in a booth: Buying, renting or leasing. All alternatives
have to be known and compared to find the most cost-effective solution.
? Trade fairs start at a fixed date. Therefore the different planning and
realization activities have to be determined. They have to be brought into a
time schedule. This way the completion of the booth can be guaranteed.
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V. Trade Fair Participation
D. Stand Impact
Finance decision
The alternatives: Buying, renting or leasing should be chosen according to the individual situation of the
exhibitor:
? When you buy a booth, you should consider that you have to make full use of the booth, storage and
maintenance are the company’s responsibility.
? Renting a stand means paying for one use. In general a trade fair organizer or a booth constructing
company takes the booth back.
? Leasing means a special type of finance. If the booth will be often used and the company does not
want or is not able to finance the booth in one go this alternative is very attractive. The stand building
company accepts leasing payment and will care for the booth between the different trade shows.
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V. Trade Fair Participation
D. Stand Impact
Activities & time schedule
The planning procedure starts at least 6 -9 months before the trade fair takes place. The following activities
should be determined by contents and time:
? Register with organizer (9 months before)
? Briefing and rough stand design (8 months)
? Planning assembly and disassembly (8 months)
? Construction of booth (6 to 2 months)
? Preparing furniture, equipment and exhibits (6 to 1 months)
? Compiling material (3 – 1 months)
? Transport of material (4 to 3 weeks)
? Assembly of booth (2 – 1 week)
? Handing over of booth (day before trade fair)
? Disassembly of booth
? Transportation to company
? Repair and storage
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V. Trade Fair Participation
D. Stand Impact
Areas and
functions
Criterion 4: Booth areas and functions
Each booth consists out of four areas with different functions. The principles are
described on the next slides:
? Area of orientation
? Area of presentation and demonstration
? Area of consultation
? Area of logistics
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V. Trade Fair Participation
D. Stand Impact
Area of orientation
- To gain attention, eye-catchers are used in this area;
- Towers may be used as fixed and freestanding components for identification, e.g. by presenting the company
logo.
Area of demonstration
- The advantages of the product should be pointed out in this area;
- Products are presented by the booth personnel;
- First interaction between staff and visitor;
- Opportunity to get brief information or samples is expected by visitors.
Area of consultation
- Quiet and separated place, removed from the usual trade bustle;
- Negotiations and talks can be carried out without unnecessary disturbance;
- Ideal are cabin lounges with conference fitting;
- On average, visitors only remain 11,8 minutes at a booth, therefore this time should be used productively.
Area of logistics
- Not used by visitors, purely functional design;
- Storage rooms, small back offices, kitchen, recreation and catering area;
- Size of this area depends on the stand size, smaller stands sometimes do not have this area at all;
- At a larger stand the importance of the logistic area grows as these booths can be compared to headquarters
where many duties have to be coordinated.
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V. Trade Fair Participation
E. Follow-up Measures
The assessment of a companies’ activities is an integrated part of an efficient management process.53) At long
last it decides after the closing of the fair whether the fair participation was a success or not. To be successful,
however, the personnel has to work actively also during the time after the fair.
Visitor records have been prepared, contacts have been made and many new ideas have been collected. Now
the exhibitor has to rework these material and contacts.
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V. Trade Fair Participation
E. Follow-up Measures
The reworking54) after a trade fair participation is the first step in
the whole managing process after the trade show. Three different
tasks have to be focussed on:
? The visitors at the fair have expressed special wishes which
have to be immediately fulfilled. This requires careful
organization and planning.
? Why not publish the details and the success of the fair? The
clients of the company, who haven’t been at the trade
show, want to know what has been going on during the big
event.
? The staff which had to stay at home needs to be informed
about the results of the show. This will motivate them for
the future.
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V. Trade Fair Participation
E. Follow-up Measures
The visitor records which have been written during the trade show
contain numerous details about the customers. This information is
the starting point of the reworking process.
? The visitors we have to contact now can be: Regular
customers; Very Important Persons (VIPs; e.g. politicians,
other representatives); media representatives; other
visitors (e.g. representatives from universities,
associations).
? The activities after the show can be:
- Sending information material;
- Preparing a tender;
- Appointment with sales staff;
- Invitation to enterprise;
- To negotiate an order.
? Specialities see next slide
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V. Trade Fair Participation
E. Follow-up Measures
What is important for the activities after the show (specialities)?
? The customer wants his wishes to be fulfilled as soon as
possible. This could mean that the exhibitor already sends
information brochures while the trade show is still going
on. To reach this quality of customer relationship the staff
at home has to be prepared to do this job. Communication
and personal responsibility have to be determined in
advance.
? The customer contacts have to be continued after the
show. One department, or even better, one person should
be responsible for further contacts.
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V. Trade Fair Participation
E. Follow-up Measures
The successful appearance at a trade show is a very useful
opportunity to practice public relations:
? If there is a successful completion of a contract this is very
often published to show the importance of the company,
the quality of the products and the acceptance of the
customers. Press releases have to be prepared and
meeting with media representatives should be organized.
? Not all customers have visited the trade show. It will improve the relationship with those clients if they
are informed about the importance and success of the trade show. Direct mailings, but also specially
prepared brochures might help to develop a unique selling proposition. If the company uses customer
newspapers these are excellent ways to inform ones clients. Well informed and prepared sales staff
might support this initiative during personal contacts.
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V. Trade Fair Participation
E. Follow-up Measures
One of the most important, but sometimes neglected activities
after the trade show is to inform the staff which remained at home.
As trade shows are sometimes milestones for a market segment,
the staff should be informed about what is going on in the market,
who are new and old competitors, how do the customers assess
their own products and services and so on.
? Reports have to be prepared to inform the different
departments: Procurement, R&D, sales, management,
production.
? The instruments which can be used are:
- News letters;
- Personal meetings;
- E-mail reports;
- Staff newspapers;
- Direct mailings;
- Company meetings
- Homepage of the company.
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V. Trade Fair Participation
F. Risk Management
Trade shows combine opportunities and risks. The opportunities are meeting new clients, developing a better
company image and placing orders. However, there exist normal economic risks such as less contacts and
contracts; low turnover and a low contribution margin. These risks can be minimized if the planning and
preparation for the participation is done correctly.55)
Other external factors might influence the trade fair participation as well:
? Political Risk
- Revolutions and
- Hostile interventions by the government;
- Unforeseen loss of a licence;
- War risk.
For example:
After September 11th, 2001 the visitor rate at the COMDEX, Las Vegas dropped from 250.000 people
in 2000 to 150.000 in 2001
? Medical Risk
- For example infection risk by SARS
For example:
- Hong Kong Trade Development Council and China External Trade Development Council were forced
to cancel four important industrial mega-shows in Hong Kong and Taiwan
- Fair organizers worldwide prepared special services for exhibitors and visitors from effected regions
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VI. Evaluation of Participation
A. Importance of Evaluation
The assessment of the company’s activities is an integrated part of an efficient management process. At long
last it decides after the closing of the fair whether the fair participation was a success or not. To be successful,
however, the personnel has to work actively also during the time after the fair.56)
As we have learned in former chapters, trade show objectives are important preconditions to carry out
successful trade show participations. After the show, the aims have to be tested and analyzed to determine to
which degree they have been fulfilled.
The planned budget has to be verified as well. Deviations have to be identified and analyzed.
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VI. Evaluation of Participation
A. Importance of Evaluation
Return on investment (ROI)
? The perception of the success of a trade fair participation is closely related to the “Return on
Investment (ROI)” of a show. Exhibitors should be able to ascertain if the participation in the
exhibition was "successful" or not.
?
For this reason exhibitors must calculate the benefits of their participation based on an
evaluation of the resources expended (e.g. money, man-hours, and other investments) they
used for the participation and how much benefit they got out of the show.
?
At present stage there are several differing models in use which differ very much. Scoring
models are used in which quantitative and qualitative returns are transformed into uniform
scales.
?
The “Trade Fair Benefit Check” developed by AUMA (www.auma-fairs.com) is designed to
measure the benefits of show participation on a wide scale, taking into consideration the
monetary equivalent value of quantitative and qualitative returns.
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VI. Evaluation of Participation
A. Importance of Evaluation 57)
? Controlling as a management task serves the check and
command of the enterprise. Components are: Aim
development, planning, realization, testing.
? The check of a participation in a trade show is part of the
overall controlling process and will help:
- To optimize the marketing mix of the enterprise;
- To supervise the cost-benefit relations and
- To check and optimize the effects caused by the trade
show appearance.
? The measures and tests available help to check the trade
show targets can be used during or after the show.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Before the exhibitor checks his marketing targets the
following questions should be answered: What should be
tested? Which methods should be used? Who should be
responsible for the testing? What is the budget for the
testing process? How should the measures be integrated
into the timeline and organization of the participation? How
do we use the results after the show?
? During the trade show the measures listed on the left side
can be used. They will be described on the following pages
in more detail.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Analysis of the information behaviour and the product's
interest for visitors
? Method
Calculation of the beginning and final inventories of the
different materials (e.g. give-aways, informative material)
? Assessment
Simple control instrument. Main emphases of the visitor
interests are recognized. Partly restricted information
about perception and acceptance of the range of products
and performances at the booth. As an additional control
instrument recommendable.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Analysis of the visitor frequency at the booth. Conclusions
on the visitor interest possible.
? Method
Specification of counting points. All visitors who enter the
stand are counted. Time period: on all days during the
opening hours of the fair. To get better results sometimes
only the personal and documented contacts are counted.
? Assessment
Simple control instrument. Activation degree of the visitor
interest and publicity of the company can be stated.
Visitors can be identified more precisely (e.g. sex; age).
Multiple counts cannot be excluded. Qualitative interviews
as an additional instrument recommendable.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Documentation of the individual visitor behaviour in a
spatial and temporal view.
? Method
Tracking of single visitors by trained staff. Behaviour is
documented in an elevation paper (e.g. duration of the
visit, special stops, reactions to exhibits, number of the
visual contacts, dealing with informative material, frame of
mind during the conversations).
? Assessment
Expensive control instrument. Use of specialized staff is
necessary. Evaluated: The activation and customer contact
aims in qualitative form. Only low case numbers are
possible.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Investigation of complex and individual surveys of the
exhibitors.
? Method
Verbal, written and computer-assisted interviews with the
stand visitors. Interviews last approx. 5 to 20 minutes
depending on subject and surroundings.
? Assessment
Expensive control and market research instrument.
Evaluated: Stand visitor structures (short interviews);
Judgement of the booth (e.g. information offer, choice of
the exhibits, quality of the customer contact, attractiveness
of the booth).
Advantages are to discover observable reactions of the visitors (e.g. to exhibits, special events); but also to
analyze e.g. attitudes, opinions. No sample inquiry ensured; interviewers can have influence on the reply.
Structure of the people asked can be one-sided.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Collecting of information about the visitors; socio-
demographic, company specific data, reasons for the stand
visit, measures for the re-working.
? Method
Structured or unstructured resume of the contacts by the
exhibitor's staff at the stand.
? Assessment
A report is not taken from every conversation. Hectic
surroundings. Important information is partly forgotten.
Knowledge about the judgement of the fair presentation
and the exhibits aren't taken in general. Visitors who only
look around aren't included. Instrument has to be used in
any case. Makes re-working after the show easier.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Investigation of complex and individual questions about the
means and long-term effectiveness of the fair engagement
(distance of approx. 4 -6 weeks after the fair; or in the
long-term control area even later)
? Method
Verbal and written interviews with known stand visitors.
Interviews last approx. up to 20 minutes depending on
subject.
? Assessment
Expensive control and market research instrument.
Particularly psychographic aims are evaluated: Publicity of
the enterprise, recognition of logo, products, statements
concerning products, long-term change of the behaviour.
Sentimental values in comparison with competitors.
Advantages are to get to know reactions of the visitors referring to e.g. attitudes, opinions, image.
Comparison of reference groups (visitor-not visitor) is possible. Important method with regard to the
evaluation of the fair as a communication tool.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Improvement in the fair participation, particularly stand
service, effects of the fair participation on the daily work,
collecting of suggestions from conversations with
customers.
? Method
Structured interviews with the exhibitor's staff at the stand
during but also immediately after the fair.
? Assessment
Cost-effective instrument. Experiences are documented
and made useable for the coming events. Problem:
Interviews with the exhibitor's staff are neglected as there
isn’t any immediate use.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Efficiency check of the invitation campaign (direct
mailings).
? Method
Documentation of the reactions to the invitations: Answers,
reactions to second mailing and telephone contacts,
accepted invitations at the booth.
? Assessment
A cost-effective instrument. The results can be used for a
differentiated re-working of the visitors. Visitors met at the
booth have to be treated differently than customers who
haven't accepted the invitation.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Check and comparison of the composition of the customers
at the booth.
? Method
Comparison of the structure data of the visitors raised by
the organizer with the data investigated by the exhibitor.
Visitor interviews necessary, at least to get the right
structure data.
? Assessment
Evaluation of the segment specific range of the trade fair is
possible. Accessibility of the target group can be tested.
Problem: Structure data of the organizer and those from
the exhibitor are sometimes not suitable. The value
remains restricted: Important structure data are missing as
not all relevant data are investigated. Data aren't available
for every trade fair.
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VI. Evaluation of Participation
B. Efficiency Assessment58)
The planned budget has to be checked as well. Deviations have to be identified and to be analyzed.
On the basis of the budget check some coefficients can be measured to compare participation in different
trade shows or to evaluate the annual participation in one show.
During the budget check the planned and actual costs are
compared. The target-performance comparison of the costs gets
informative if all costs (e.g. invoice figures, imputed costs) have
been accounted for the project.
The budget check contains the deviation analysis and the
calculation of characteristics.
First of all the deviations are identified. The exhibition manager has to ask what are the reasons for the
differences between planned and actual costs.
The characteristics calculated for one or, even better, for several (comparable) shows, prove the efficiency of
the participation.
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VI. Evaluation of Participation
B. Efficiency Assessment59)
Planned costs € Actual costs € Deviation €
Rental of stand 6.200 6.200 0
Power Supply 600 650 50
Other basic costs 1.250 1.290 40
Construction 8.450 12.100 3.650
Equipment 1.800 1.860 60
Design 1.900 2.300 400
Depreciation 600 600 0
Stand Service 1.750 1.750 0
Communication 2.200 2.350 150
Transport 1.300 1.300 0
Waste disposal 50 50 0
Personnel costs 5.350 6.000 650
Travel costs 3.100 3.300 200
Other costs 1.850 1.900 50
TOTAL 36.400 41.650 5.250
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VI. Evaluation of Participation
B. Efficiency Assessment
The reasons could be:
1. Construction (3.650; 42%); Design (400; 21 %); Equipment (60; 3,3%).
The exhibitor decided to improve the stand construction and design shortly before the trade show.
Therefore the costs increased. However, the stand was more attractive; more visitors came than
expected; therefore the communication costs rose as well (+150; 6,8%).
2. Personnel costs (650, 12,1%). Because of the improved communication at the stand more personnel
was needed. External staff was hired to manage the increased number of visitors.
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Ravensburg, Germany 110
VI. Evaluation of Participation
B. Efficiency Assessment
? Objective
Comparison of the participation in different trade fairs, but also comparison with alternative marketing
instruments with regard to cost-benefit relations
? Method
Recording of different data from different sources: Turnovers, costs, marginal contributions from the
accountancy, visitor statistics, visitor records.
? Assessment
Suitable proceedings to check profitability of fair participations. Expensive data elevation necessary.
Interpretation of the results difficult. Continuous recording of the data over several trade fair periods
necessary.
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Ravensburg, Germany 111
VI. Evaluation of Participation
B. Efficiency Assessment
Trade fair coefficient I
? The exhibitor wants to know how much turnover has been
initiated by the trade show participation.
? Assuming a turnover at the fair of 125.000 € and costs of
41.650 € each 1.000 € have produced a turnover of 3001 €,
or each € spent at the trade show has led to 3 €
turnover.
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Ravensburg, Germany 112
VI. Evaluation of Participation
B. Efficiency Assessment
Trade fair coefficient II
? Trade shows have become communication platforms.
Therefore most of the contracts are completed after the
show. It makes sense to assign the turnovers realized at
the show, and several months after, to the participation.
However, there are some interface problems. If the above
proposed calculation is always done in the same way
different trade shows become comparable.
? Assuming turnovers at the fair, and four months later, of
380.00 € and costs of 41.650 € each 1.000 € have
produced a turnover of 9123 € , or each € spent at the
trade show has led to 9 € turnover.
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Ravensburg, Germany 113
VI. Evaluation of Participation
B. Efficiency Assessment
Trade fair coefficient III
? To get to know more information about the importance of
the marketing instrument “Trade show participation” and
its relevance for the turnover of the company the
coefficient III has to be calculated.
? Assumed an annual turnover of the company of 1.520.000 €
and costs of totally 208.250 € (five trade shows) each
1.00 € have produced a turnover of 7298 €, or each €
spent at the trade shows has led to 7,3 € turnover.
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Ravensburg, Germany 114
VI. Evaluation of Participation
B. Efficiency Assessment
Costs per visitor
? The profitibility of the participation is documented by the
coefficient “Costs per visitor”. How much money has to be
spent to get contacts to potential customers.
? Assuming that 260 visitors have visited the booth of the
company and costs of 41.650 € have arisen the costs for
each visitor are 160 €. This figure can be compared with
the costs for field service, direct mailing or advertisement.
? To get more informative figures it is possible to divide the
visitors into different groups: Professional, new, foreign
visitors; Management, customers with completed contracts.
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VII. Summary
Modern trade shows have developed from a long historical tradition, which mainly influenced the economic rise
of modern Europe and increase of trade between Europe and the East.60)
Todays trade shows
? Are a powerful marketing-tool;
? Represent themselves as information and sales platforms;
? Are important presentation instruments for special market segments;
? Initiate profits for exhibitors, visitors, organizers, service providers and the local economy.
Trade show participation
? Must be integrated into an overall marketing communications concept;
? Supporting tools must be adjusted;
? Trade show concept must reflect the company`s strategy.
Benefits
? High attention, not only by the target group but also by the media;
? Remarkable number of contacts with target group at relatively low costs;
? Efficient tool to realize Customer Relationship Marketing (CRM);
? Experience with trade shows help to improve and ensure maximum return on investment.
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Ravensburg, Germany 116
VII. Summary
Disadvantages of participations
? Relatively high expenditure;
? Practical utilisation of resources;
? Problem of limited availability of trade shows.
Future development
? Trade fairs still play an important role in marketing, and they will continue to do so in the future;
? Marketing tools, such as special events, exhibitions and conferences grow together;
? Expanding markets for trade fairs in Asia and other regions.
? The internet plays an important role for future trade fairs: Not as an alternative, but as a supporting
tool before, during, and after the trade fair.
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Fußnoten
Footnotes - Chapter I A:
1) Cf. Barnhart, Robert K, The Barnhart Dictionary of Etymology, London 1988, p. 366. See also: Waters, H.W.
History of Fairs and Expositions: Their Classification, Functions, and Values.(London, 1939).
2) Cf. Walter, Rolf, Wirtschaftgeschichte: Vom Merkantilismus bis zur Gegenwart, 3rd ed. Cologne 2000, p. 7.
3) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 11.
The terms exposition – exhibition – trade show and trade fair (also fair) are similar and used interchangeably
in this paper; as described by Meffert, an unambiguous disassociation is not possible, cf. Meffert, Heribert,
Grundlagen marktorientierter Unternehmensfuherung, Konzepte – Instrumente – Praxisbeispiele, 9th ed.,
Wiesbaden: Gabler, 2000 p. 741.
4) Luckhurst, Kenneth W, The Story of Exhibitions, London 1951, p. 9.
5) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 11. See also Findling, John E.
and Pelle, Kimberly D. (Eds.). Historical Dictionary of World’s Fairs and Expositions, 1851-1988, New York:
Greenwood Press 1990, XIX.
Footnotes - Chapter I B:
6) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 9.
7) Allwood, John, The Great Exhibitions, London 1977.
8) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 10f.
9) Anderson, Eleanor, The Expo Story, University of Toronto 1986.
10) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 14.
11) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 13. See also Stevens, Ruth,
Trade Show & Event Marketing: Plan, Promote & Profit.
Footnotes - Chapter II:
12) Cf. Ott, Hugo; Schaefer, Hermann (ed.), Wirtschafts-Ploetz, Die Wirtschaftsgeschichte zum Nachschlagen,
2nd ed., Freiburg: 1985. Concerning the Bristis history see the interesting link: www.stirbitch.com/cantab/
profiles/medieval_fairs.html
13) Especially Rouen, Saint-Denis, Troyes, Reims, Châlons-sur-Marne, Lagny, Provins were of importance. Cf.
Ott, Hugo; Schaefer, Hermann (ed.), Wirtschafts-Ploetz, Die Wirtschaftsgeschichte zum Nachschlagen, 2nd
ed., Freiburg: 1985, p. 93.
14) Cf. Sonntag, René, Trading under the trees: Be prepared to run for cover, www.archive.hoechst.com/
english_3er/publikationen/future/nyse/art4.html
15) Cf. Nordmeyer, Helmut, Frankfurt Trade Fairs, http://www.stadtgeschichte-ffm.de/download/chronik_3_e.
pdf (accessed 01.02.04).
16) Cf. Mathias, Peter; Polland, Sydney (ed.), The Cambridge Economic History of Europe, Volume III, The
industrial economies, Capital, labour, and enterprise, Cambridge 1989, p. 100.
Fußnoten
17) Cf. Rydell, Robert W.; Findling, John E; Pelle, Kimerly D., Fair America, World’s Fairs in the United States,
Washington, London 2000, pp. 14 – 45.
18) Grabbe, Orlin, History of the Euro, www.orlingrabbe.com/euro.htm, 1997
19) Cf. Rydell, Robert W., All the World's a Fair, University of Chicago Press 2002; Burton, L. Benedict, The
Antropology of World's Fairs, Scolar Press 1983
Fußnoten
Footnotes - Chapter III A:
20) Istituto di Economia e Gestione delle Imprese (IEGI, University Buccoini, Milano), 2004
21) Cf. Exhibition World, The Magazine for the Global Exhibition Community, London, September 2004, pp. 25.
See also: Crum, Rachelle 2003 Attendees and Exhibitors Help, Industry see the light, in: Trade Show Week
200 Analysis, Los Angeles 2004
22) Global Meeting Strategies, in: www.businessweek.com/adsections/2003/pdf/0343meetings.pdf
23) An example see: Klimecki, R. G., Nittbaur, G., Regionalwirtschaftliche und strategisch Analse der Messe
Friedrichshfen, Projektbericht, Konstanz, Friedrichshafen 1999
24) Further aspects concerning mega-events see Teigland, J. (1999, December). Mega-events and impacts on
tourism: The predictions and the realities of the Lillehammer Olympics. Impact Assessment and Project
Appraisal, 17(4), 305-317. See also Ritchie, J.R.B., & Smith, B.H. (1991, Summer). The impact of a mega-
event on host region awareness: A longitudinal study. Journal of Travel Research, 30, 3-10.
Footnotes - Chapter III B:
25) Cf. Spryss, Wolf M. Spryss, Messe Institut, Laubenheim 2004
26) Cf. Spryss, Wolf M. Spryss, Messe Institut, Laubenheim 2004
27) Cf. Kerin, Roger A. and William L. Cron. 1987. "Assessing Trade Show Functions and Performance: An
Exploratory Study." Journal of Marketing 51 (July): 87-94.
28) Cf. Küffner, Georg, Mortsiefer, Joachim, Messeplatz Europa. Messen als Bestandteil des betrieblichen
Marketings, Frankfurt 1990, p. 18]
29) Cf. Ueding, Ralf, Management von Messebeteiligungen – Bericht auf der Basis einer empirischen
Untersuchung, in: Meffert, H.; Backhaus, K. (ed.), Messemarketing im Wandel – Status quo und Perspektiven,
Muenster 1997, pp. 34.
Footnotes - Chapter III C:
30) Cf. Anonymous, Trade Fairs and Trade Fair Visitors in Germany, Hamburg 1992, pp. 126 -131.
31) Center for Exhibition Research, in: Montgomery / Strick p. 155.
Footnotes - Chapter III D:
31) Cf. Anderson, E. Transaction Cost Analysis and Marketing, Transaction Cost Economics and beyond,
Boston , 1996
32) Cf. Unger-Firnhaber, Anne E., Pull Strategies for Parts and Components Suppliers in Business to Business
Markets, Dissertation, Sank Gallen 1996
33) Cf. Unger-Firnhaber, Anne E., Pull Strategies for Parts and Components Suppliers in Business to Business
Markets, Dissertation, Sank Gallen 1996
Fußnoten
Footnotes - Chapter IV A:
34) To get further information about UFI use www.ufi.org
Footnotes - Chapter IV B:
35) Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason , Ohio :
South-Western, 2002, p. 379.
36) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 317-330.
37) f. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 380-401.
38) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 331-356.
39) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 370-380.
40) Copyright. With permission of Rappenglitz, Munich
41) Mason , Ohio : South-Western, 2002, pp. 632-638.
42) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 641-643.
43) Cf. Goldblatt, Joe Jeff; Special Events, 2nd edition, John Wiley & Sons, New York et al. 1997, pp. 6-10.
44) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 638-639
45) Cf. Goldblatt, Joe Jeff; Special Events, 3rd edition, John Wiley & Sons, New York et al. 2002, pp. 261-275.
46) Cf. Goldblatt, Joe Jeff; Special Events, 3rd edition, John Wiley & Sons, New York et al. 2002, pp. 275-276.
Fußnoten
Footnotes - Chapter V A:
47) Cf. Kijewski, Valerie, Eunsang Yoon and Gary Young. 1993. "How Exhibitors Select Trade Shows."
Industrial Marketing Management 22: 287-298.
For download see English version of Successful Trade Fair Pasrticipation: www.auma.de
Cf. Team Canada, Successful Interntional Trade Show Marketing, www.exportsource.ca
Footnotes - Chapter V B:
48) Cf. Ansoff, Harry Igor, Corporate Strategy, revised edition, Penguin, London , 1987.
49) Cf. Beier, Joerg, The Design Demands of Trade-Fair Architecture versus Commercial Calculation, in:
Schulte, Karin (ed.), Temporay Buildings, Stuttgart 1997, p. 227.
Footnotes - Chapter V C:
50) Cf. Ausstellungs-und Messeausschuss der deutschen Wirtschaft e.V. (AUMA), Erfolgreiche
Messebeteiligung, Berlin 2002.
See also: Gopalakrishna Srinath and Jerome D. Williams. 1992. "Planning and Performance Assessment of
Industrial Trade Shows: An Exploratory Study." International Journal of Research in Marketing 9: p. 207-224.
51) Cf. Meffert, Heribert, Ziel- und Nutzenorientierung als Postulat einer effizienten Messebeteiligung, in:
Manfred Kirchgeorg et al., Handbuch Messemanagement, Wiesbaden 2003, p. 1145-1161.
See also Cavanaugh, Suzette. 1976. "Setting Objectives and Evaluating the Effectiveness of Trade Show
Exhibits." Journal of Marketing 40: 100-103. Sharland, Alex and Peter Balogh. 1996. "The Value of Nonselling
Activities at International Trade Shows." Industrial Marketing Management 25: 59-66.
Footnotes - Chapter V D:
52) Cf. Schulte, Karin (ed.), Temporay Buildings: The Trad Fair Stand as a Conceptual Challenge, Stuttgart
2000.
Footnotes - Chapter V E:
53) Cf. Rosson, Philip, J. and F.H.Rolf Seringhaus. 1995. "Visitor and Exhibitor Interaction at Industrial
Trade Fairs." Journal of Business Research 32: 81-90.
54) Cf. Stevens, Ruth, Trade Show & Event Marketing: Plan, Pomote & Pofit, South-Western Educational
Publishing, 2005.
See also: Christman, Christine, The Complete Handbook of Profitable Trade Show Exhibiting, Prentice Hall
Trade, 1991.
Footnotes - Chapter V F:
55) Cf. Tarlow, P. Event Risk Management and Savety, New York 2002.
Fußnoten
Footnotes - Chapter VI A:
56) Cf. Kerin, Roger A. and William L. Cron. 1987. "Assessing Trade Show Functions and Performance:
An Exploratory Study." Journal of Marketing 51 (July): 87-94.
57) Cf. Meffert, Heribert, Ziele und Nutzen von Messebeteiligungen, in: AUMA Edition Nr. 4, Bergisch Gladbach
1996. See also: Morrow, Sandra, The Art of the Show, (2nd edn.), Dallas 2002.
Footnotes - Chapter VI B:
58) Cf. Meffert, Heribert, Ziele und Nutzen von Messebeteiligungen, in: AUMA Edition Nr. 4, Bergisch Gladbach
1996.
See also: Morrow, Sandra, The Art of the Show, (2nd edn.), Dallas 2002.
Seringhaus, F.H. Rolf and Philip J. Rosson. 1998. "Management and Performance of International Trade Fair
Exhibitors: Government Stands vs Independent Stands." International Marketing Review 15 (No. 5): 394-412.
59) Cf. Lilien, Gary L. 1983. "A Descriptive Model of the Trade Show Budgeting Decision Process." Industrial
Marketing Management 12: 25-29.
Footnotes - Chapter VII:
60) Cf. Robbe, D., Expositions and Trade Shows, Canada: Wiley 2000
doc_416009684.pdf
The word “exhibition” was mentioned as early as 1649. It is a derivative of the Latin word "expositio", meaning "displaying" or "putting on a show".
The Role Of Exhibitions In The Marketing Mix
A. Definitions
B. Types of Exhibitions
A. Economic Significance of Exhibitions
B. Importance for Exhibiting Enterprises
C. Importance for Visitors
D. Outstanding Economic Functions
A. Information Sources
B. Specific Marketing Aspects
A. Selection Criteria
B. Exhibition Strategies and Styles
C. Exhibition Targets
D. Stand Impact
E. Follow-Up Measures
F. Risk Management
A. Importance of Evaluation
B. Efficiency Assessment
Dear visitor of this website!
Welcome to the online course of UFI “The Role of Exhibitions in the Marketing-Mix”.
This online course is directed to
? lecturers who want to introduce the topic "fairs and exhibitions" to marketing
and communications type classes,
? students who want information about trade fairs as a marketing instrument and
? personnel of exhibiting organisations who want to learn about the benefits of
participating in trade fairs.
The content is structured as follows: In Chapters I general information about trade fairs
and the exhibition industry is presented (definitions, integration into the marketing mix,
historical background, benefits of trade fairs). The essential features of the participation
in trade fairs are described in Chapters IV - VI. A special focus is paid to integrated
marketing and the future of the value of trade fairs and exhibitions in overall marketing
strategies and action plans.
The course lasts approx. six hours. It can be used free of charge. A pdf- and a power-
point version are attached.
If there are any further questions you may contact Lili Eigl, UFI Communications
Manager ([email protected]); Prof. Dr. Beier, University of Cooperative Education, Ravensburg,
Germany ([email protected]).
Authors:
Prof. Dr. Jörg Beier and Simon Damböck
University of Cooperative Education
Ravensburg, Germany
University of Cooperative Education, Ravensburg, Germany, © Prof. Dr. J. Beier
UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 1
I. Description of Fairs, Expositions and Exhibitions
A. Definitions
The roots of the phenomenon "Fairs, Expositions and Exhibitions" can be traced back to its language origin.
"Fair" comes from Latin "feria", meaning "holiday" as well as "market fair". This in turn corresponds to the
Latin "feriae", which came to mean religious festival.1)
During the 12th century the importance of trade meetings increased; fairs were held close to churches, so that
the concepts of religious festival and market fair was combined in the common language.2)
The word “exhibition” was mentioned as early as 1649. It is a derivative of the Latin word "expositio",
meaning "displaying" or "putting on a show".3)
Exhibitions are not just collections of interesting objects brought together at a certain place and time. They are
human activities, human enterprises, undertaken for definite reasons and in order to achieve certain specified
results. They are a form of human exchange, whereby the promoters and exhibitors on the one hand
communicate with the visitors on the other. Their results can only be told in terms of further human thought
and activity.4)
The word "exposition" goes back to the same origin as "exhibition". Expositions, rooted in old French, tended
to be very similar to their English cousins, exhibitions. Expositions were held in facilities built specifically for
them. They were organised by either government departments or groups of entrepreneurs with government
assistance for the express purpose of promoting trade. Manufacturers were invited to show their goods.5)
In colloquial speech the concepts are used similarly. However, there are some interesting conceptual
developments which show the variability of today's exhibition industry. Have a look at the next page.
backfootnote go on
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 2
The early types of expositions and exhibitions were precursors for the world's fairs -
today known as EXPO - and different types of fairs and shows. Follow the descriptions on
the next slides.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 3
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Fair
The Middle English word "feire", which means a gathering of people held at regular intervals for the barter or
sale of goods, is the one from which the present day definition, i.e. a periodic gathering for sale of goods,
often with shows or entertainment, at a place and time fixed by custom, is taken.6)
Georg Emanuel Opiz
Russians at the fair in Leipzig
1825
Museum of town history, Leipzig, Germany
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 4
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Expositions and exhibitions
have always been combined with the display of goods and products.7)
Exhibitions differed from fairs in four major ways:8).
First, exhibitions were usually one-time events. They did not enjoy a recurring life cycle. However, while fairs
ran for a short period of time, many exhibitions ran for months, some for a year or longer.
Second, exhibitions were housed in permanent facilities built specifically for them. Starting in the 18th
century, the practice of building a facility for the express purpose of housing an exhibition was the precursor of
the exposition/convention centre industry.
Third, although fairs were held regularly, they were not highly organized events. Over time, religious and later
civic leaders did take control of the grounds where fairs were held (usually public lands). Exhibitions, on the
other hand, were highly organized events. They were initially created by government departments or
committees for the purpose of promoting trade.
Finally, exhibitions differed from fairs in the very way in which business was conducted. Goods were bought
and sold at fairs. At exhibitions, commercial activity or selling of the displayed goods, was not usually
involved. However, inherent in displaying the goods was the hope of stimulating future sales. Today this is
how most exhibitions still operate.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 5
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Crystal Palace in London
built for WORLD EXPO 1851
World's Fair - EXPO
is the generic name for various large expositions held since the mid 19th century. The official sanctioning body
is the Bureau International des Expositions or BIE. Expositions approved by BIE are universal, and
international or specialized, lasting from 3 to 6 months in duration. Universal expositions encompass
universal themes that reflect the full range of human experience. These Universal Expos usually have
themes based upon which pavilions are made to represent the country's interpretation on that theme.
For example, the theme for the Expo at Lisbon (1998) was "water" and the theme for the 2005 Expo
hold in Japan is "nature's wisdom".To distinguish them from other fairs, expos require total the design
of pavilion buildings from the ground up. As a result, nations compete for the most outstanding or
memorable architectural structure.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 6
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
The 2005 World Exposition, Aichi, Japan
Theme for 2005 World Exposition: "Nature's wisdom"
Thanks to rapid technological development, the 20th Century was characterized by mass-production and mass-
consumption, which in turn led to material improvements in our daily lives. At the same time, these trends
resulted in various global issues such as desertification, global warming, and a shortage of natural resources.
As these issues cannot be resolved by any one nation, the international community needs to unite in
confronting them: we must come together and share our experience and wisdom, in order to create a new
direction for humanity which is both sustainable and harmonious with nature.
EXPO examples
Recent Universal Expositions include Brussels Expo '58, Seattle Expo '62, known as the Century 21
Exposition, Montreal Expo '67, San Antonio HemisFair '68, Osaka Expo '70, Brisbane Expo '88, Seville
Expo '92, Lisbon Expo '98, Hanover, Germany Expo 2000. The Expo 2010 will be held in Shanghai,
China.9)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 7
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
The Chinese Export Commodities Fair,
also called the Canton Fair, is held twice a
year in Spring and Autumn since it's
inauguration in 1957. It is China's largest
trade fair, presenting complete varieties of
goods with a vast attendance and business
turnover. Preserving its traditions, this Fair
is an event of international importance.
2005 Canton Fair: Approximately 200 000
attendees from 210 countries and regions.
Turnover of export: 29,23 billion US.
Trade Fairs
have been the primary marketing medium of exporting countries. The exhibits are confined to one industry or
a specialised segment of a special industry. They are more commonly known as trade fairs. Historically, trade
fairs have been the primary marketing medium of exporting countries.
Initially, trade fairs were horizontal in their organization, with various products and/or services in specified
industry groupings. A vertical organization is more commonplace today with the exhibits being confined to one
industry or a specialized segment of a specific industry. Buyers are usually business members of an industry
and often must be pre-qualified to attend the fair.10)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 8
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Trade Shows
are b2b events. Companies in a specific industry can showcase and demonstrate their new products and
services. Generally trade shows are open to the public and are attended by company representatives and
members of the press. Examples of trade shows are CeBIT and Hong Kong Electronics Fair (computer
industry).
Historically, trade shows have been conceived of as vehicles of communication with company exhibits
fulfilling an advertising and display function. Over time, this view has been challenged and replaced
with the view that trade shows are primarily events where products and services are sold, or contracts
and rights signed. However, in some instances, product or service offerings and buying processes are
regarded as too complex to permit full assessment or commitment to be made on-site. In such
situations, trade shows, at best, are likely to generate sales leads to be followed up afterwards. In the
1980s, a broader view of trade shows became more accepted. Several researchers argue that
companies use trade shows to pursue multiple objectives beyond communications and selling.
CEBIT, Germany
world‘s largest show for the computer industry
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 9
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Trade Shows
or b2b shows do have certain distinguishing characteristics that set them apart from consumer or combined
shows. The exhibitor is typically a manufacturer or distributor of products or services specific or
complementary to those industries authorized to the show. The typical buyer is an industrial end user, or
another distributor, within the industry segment hosting the exposition. Attendance is restricted to these
buyers and is often by invitation only. Business credentials or pre-registration are usually required to qualify
the buyer as a legitimate member of the trade or industry. An access or registration fee may also have to be
paid prior to admission to the event. Trade show events may be as short as a single day or as long as seven to
10 days depending on the markets being served. Some are held semi-annually. Most are held annually, a few
biennially. Some large-scale industrial expositions are held once every three to seven years.11)
Hong Kong Electronics Fair
Asia's largest show for the computer industry
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 10
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
The National Trade Center, Toronto, Canada
Approximately 175,000 people visit the annual National Trade Centre
to experience the latest trends, product innovations and fashion-
forward decorating ideas for the home. As the largest home show in
North America, the National Home Show features more than 800
exhibitors offering a selection of home products and services that is
second to none. It’s a chance to get a sneak peek at the latest and
greatest products for the home and to see what the future holds for
homeowners across Canada.
Consumer Shows (public shows)
are events that are open to the general public. Exhibitors are typically retail outlets, manufacturers or service
organisations looking to bring their goods and services directly to the end user. A consumer show, or public
show, is an event that serves specific industries or interests, held for a particular duration of time (1 to 10
days). They include several shows: e.g. home shows, car shows, sportsman shows, computer and technology
shows, and many others.
The primary purpose of a consumer (public) show is direct selling. Buyers (consumers) are brought together
with sellers of goods and services. Consumers benefit from a diverse product mix, expert advice, education
and entertainment. Sellers benefit by immediate consumer purchases, product and brand awareness, public
relations, research and development, and product testing.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 11
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
International Jewellery Dubai
Mixed shows
are a combination of trade and public shows. Exhibition organisers tend to open their trade shows to trade and
to public visitors. Trade visitors are allowed to enter the exhibition on special days; other days are open to
both the trade and the public.
Visitors Profile
From the 2004 edition onwards "International Jewellery Dubai" is repositioning itself to focus primarily on
trade.
IJD 2003 attracted 2,497 registered trade visitors (71% from the Middle East and 29% worldwide) and
thousands of wealthy private buyers, VIPs and public. A total of 11,747 people attended the event over 5 days.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 12
I. Description of Fairs, Expositions and Exhibitions
B. Types of Exhibitions
Special types of trade fairs
Finally, trade fairs are combined with other events such as lectures, seminars, fashion shows, special events
and congresses. This combination raises visitor interest, driven by the high demand for information exchange
and the availability of experts. Exhibitors use this kind of show to meet many experts of one market segment.
A good example is the medical branch which has one of the highest needs for congresses. During the "Annual
U.S. Psychiatric & Mental Health Congress" an extensive supporting programme of speeches and debate
forums is served. Additionally a trade fair is attached.
Virtual fairs
appeared in the 70's when internet use became widespread. The demise of traditional fairs was considered
"inevitable". Possible touted advantages: elimination of usual trade show time constraints, space factors and
exhausting, long-distance travel.
However, it is now clearly accepted that traditional fairs cannot be replaced by virtual ones. Face-to-face
contact remains a significant privilege of traditional fairs. Applying customer relationship management (CRM)
and building up loyalty of clients remain advantages of exhibitions.
Nevertheless, the world wide web has very much effected the organization of exhibitions. Exhibitors and
visitors take their information from the net and decide if they participate in the exhibition or not. Organizers
try to communicate with their customers via internet to save money and to accelerate the communication
process. See how to handle the exhibition services "International Fair Plovdiv".
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 13
II. Historical Development
Fairs have been important institutions of the European trade. They can be traced back to the high Middle Ages.
The earliest market places, which can be characterized as exhibitions, have been founded in the Champagne,
France. They have started a continuous development which lasts to the exhibition industry of today.
The development of the exhibition industry over some hundreds of years can be divided into several stages.
Medieval fairs = preferred markets before the 12th century12)
Until the 12th century only few references to fairs and large markets can be found in the Franconia empire and
the adjacent regions.
? Privileges for a town from sovereign, emperors, kings
- Custom and exempt from custom and taxes
- During the fair, strangers also were allowed to open their stands
- Fair courts were established (mediation, contracts)
- Military protection = a free escort
? France 629: Abbey of St. Denis gets privileges from Merovingian King Dogbert I.: Custom privilege +
special protection of the king. Both were renewed continuously.
? Portugal 12th century: Tax exemption = feiras francas
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 14
II. Historical Development
12th and 13th century13)
During this period the first exhibition sites and trade centres come into being. The first typical organizational
structures of exhibitions can be identified.
? Fairs of the Champagne (six different times at four places)
? Trading centre for Netherlands, France, Central and Northern Europe, Italy
? Products:
France: wine, cattle Italy: silk, pigments
Central Europe: cloth, linen, metal goods
Northern Europe: furs
? The four most important exhibitions sites are: Provins, Troyes, Bar-sur-Abe and Lagny. They organized
the trade for Brabant and Flanders.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 15
II. Historical Development
The roots of the modern Western banking and finance system: Bill of exchange at the fair 14)
? During the 15th and 16th century the first substitute for money (surrogates) was developed. Bills of
exchange became payable at the next fair (e.g. promissory notes, purchase and transportation
contracts). Credit and finance transactions became easier and less risky.
? Political and clerical institutions used the fairs for their transactions: The German bishops paid their
contributions to the curia in Rome via the Champagne fairs.
? Until 1320 Champagne fairs became finance centres of Western Europe. The reasons for decline are:
Change of traffic network, maritime traffic, settled merchants, war between Flanders and France,
competition of the central and south European fairs.
? For further information see additional link.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 16
II. Historical Development
A European exhibition net starts to develop in the 14th century
In the 14th century new trade centres develop. The trade west-east becomes more and more important. At
the end of the 18th century a net of exhibition sites exists from Poland to Spain and England to South Italy.
The first European currency (ECU) is rising. Historical places for European trade fairs in the middle ages:
Netherlands and Belgium
Bruges, Ypern, Gent, Antwerp, Bergen-op-Zoom, Deventer, Utrecht
Germany
Frankfurt Main 1240: Fall fair
1330 spring fair permitted by Emperor Ludwig the Bavarian
Leipzig - Frankfurt: Because of the change to the Gregorian calendar there was an overlapping of fairs in
Leipzig and Frankfurt/Main. The transfer of the fair from Frankfurt to Leipzig became necessary.15)
South France, Switzerland, Italy, Spain
Geneva, Lyon, Besancon, Piacenca, Medina Del Campo
Medina del Campo: Take-over of the imperial financial administration of Emperor Charles V.
After stoppage of payment: 1575 closed
Geneva
1320 - 1464 largest fair in Europe, trade over the Alps, opened 4 times per year for 10 days per annum.
Products: Textiles, luxuries, silk, spices, non-ferrous and noble metals, pigments, furs, skins, wines,
manuscripts.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 17
II. Historical Development
18th and 19th century in Europe: Change from goods to samples fairs
In the 18th and 19th centuries new types of fairs take shape. Sample fairs and industry-specific fairs were
developed. This development is favoured by increasing industrialization, the improvement of the traffic
infrastructure and the formation of nation-states which guaranteed certainty of law and transportation safety.
At that time more than 95 percent of national industrial exhibitions were conducted in Europe.
During the process of industrialization, fairs evolved from sites for direct sales to sites displaying a broad
range of available goods: only samples of diverse product ranges were exhibited. These fairs were known as
"Sample Fairs" (from the German "Mustermesse").
Leipzig was the first exhibition site to organize a sample fair in 1895:
? Pure samples fair: Glass, ceramic, toys, musical instruments
? Dealers only travel with commercial samples
? Also technical fairs carried out in 1918
First international exhibition - EXPO in London 1851
First real international exhibition took place in London 1851 – Tradition of EXPO started. At least 14.000
exhibitors and more than six million visitors attended16)
This development did have an important influence on the American fair tradition17). The London Expo from
1851 was the starting point and model for Horace Greeley and Phineas T. Barnum, organisers of
America's first international fair in New York City in 1853.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 18
II. Historical Development
The 20th century: Trade fairs and trade shows become the dominate type of exhibitions
During this century the market segments have differentiated more and more. The work division has
increased. The industrial sector and the service sector have grown to a large extent. In parallel
international trade has expanded corresponding to a rapid increase of new enterprises.
The exhibition industry has met these challenges by developing industry-specific exhibition
concepts. They are characterized by the following:
? The nomenclature of the trade show, i.e. the range of products and services authorized for the
show, is determined by the products and services offered within a special market segment.
? The exhibitors and visitors of the trade show belong to a special target group of the market
segment.
? Associations representing the market segment initiate the trade show or are invited to become
partners of the exhibition organizer for the special event.
? Professional journals offer their services as cooperating media partners.
? The industry-specific concepts require specialists on the side of the organizers as well. The
project management of the organizer needs adapted skills and know-how of the market
segment.
Corresponding to these new trade show concepts, the functions and tasks of exhibitions have evolved.
From the exhibitor's view point the exhibitions had always been important distribution channels to sell
products directly. Now new objectives have been developed: e.g. the improvement of the company's
publicity and image, public relations and advertising.
Trade shows have become platforms for communication and developing relationships with clients.
Advanced marketing strategies show that a competitive market presence is only possible if the
participation is embedded in the integrated marketing concept of the company.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 19
II. Historical Development
The 21st century: Globalisation of the exhibition industry
The framework conditions for today's development of the exhibition industry were established by the end of
the last century.
? The breakdown of the communist system and the resulting transformation of the former centrally
planned markets to market oriented economic systems prepared the ground for intensified trade and
increased exchange of information.
? The formation of economically cooperating regions: e.g. EU, ASEAN, MERCOSUR, NAFTA und CUFTA is
positively influencing the exchange of goods, services and ideas.
? The liberalization of the Chinese market is supporting this development.
As a result of these changes the exhibition industry has started to adapt:
? New and large exhibition sites were built or are under construction in China, Korea, Singapore and the
Near East. The fast-developing nations in these regions place their expectations of economic growth
and prosperity on the exhibition industry. Some Asian organisers start to place their own exhibitions in
Europe or are cooperating with worldwide acting exhibition organisers.
? In Eastern Europe numerous exhibition organizers have expanded their trade show programme.
? European exhibitions organizers meet these challenges in different ways:
- Domestic trade show concepts are exported to the growth markets. They are following a branding
concept to hedge their market positions.
- Example: Three German trade show organizers cooperate in a joint venture with a Chinese
organization. They have invested in facilities in Shanghai.
- Other organizers cooperate with local partners to export their shows and to benefit from exhibitors
and visitors brought to their sites in return.
The future will show which of these ways will be the most successful.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 20
II. Historical Development
United States: The origins go back to London's 1851 Crystal Palace Exhibition19)
The first World's exhibition in London 1851 stimulated the development of comparable events in
America. These exhibitions draw on, and reshape an early tradition of agricultural and mechanical fairs.
? Horace Greeley and Phineas T. Barnum, organize America's first international fair in New York
City in 1853.
? It takes until 1876 for a group of Philadelphia civic leaders, together with the federal
government, to organise an international exhibition to celebrate the nation's centennial and its
reunification after the Civil War. The success of Philadelphia Centennial Exposition, attracting
millions of visitors, launches the first generation of American international fairs: New Orleans
(1884-1885), Chicago (1893), Atlanta (1895), Nashville (1897), Omaha (1898), Buffalo
(1901), Charleston (1901), St. Louis (1904), Portland (1905), Jamestown (1907), Seattle
(1909), San Francisco (1915), and San Diego (1915-1916)
? With the stock market crash of 1929 and the ensuing depression, the Century of Progress
Exposition (1933-1934) takes on unexpected importance and spurs the organization of
expositions in San Diego (1935-1936), Dallas (1936), Cleveland (1936), San Francisco (1939-
1940), and New York City (1939-1940). Fairs during the depression era draw audiences that
nearly equals the attendance at the earlier fairs and become a central part of Franklin
Roosevelt's New Deal efforts to demonstrate the government's concern for the economic and
social welfare of Americans.
? International expositions continue to be organized in the wake of Seattle's exposition and New
York's 1964-1965 extravaganza. San Antonio hosts HemisFair '68, Spokane holds a fair in
1974, and Knoxville and New Orleans organize expositions in 1982 and 1984, respectively.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 21
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Economic functions
The exhibition industry takes over important economic functions. In the exhibition centre supply and demand
are brought together. Exhibitions offer an interactive platform to the market participants. They contribute to
the development and revival of markets and market segments. Additional economic functions are:
? Trade function: Transactions of goods, services and information
? Transparency function: Market overview
? Development function: Support of commercial development of nations, regions and cities
In many countries the exhibition industry has been, and is still, a political-economic instrument to stimulate
the national economy. Nevertheless, the auditing of attendance figures of the exhibitions is not regularly
imposed. Only a few of the worldwide exhibitions are audited. Therefore the following figures give only a rough
idea about the worldwide significance of the industry.
Extract: "The UFI Code of Ethics is designed to clearly state the dedication to quality and professional conduct
of all UFI members. It is a clear statement of UFI's ongoing support for auditing to ensure credibility and
transparency in the business activities of trade fairs and exhibitions."
The situation worldwide 2002
(according to UFI, the global association of the exhibition industry)
? approximately 30.000 exhibitions held around the world
? approximately 3,2 million exhibitors participated in the exhibitions
? approximately 350 million visitors came to see the events
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 22
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Europe 200320)
According to the Istituto di Economia e Gestione delle Imprese (IEGI, University Buccoini, Milano) the
exhibition industry in Europe has shown the following results in 2003:
EUROPEAN
UNION
TOTAL EUROPE
INTERNATIONAL EXHIBITIONS
Net space hired (sqm) 18.000.000
Direct exhibitors (number) 420.000
Total visitors (number) 36.000.000
Number of exhibitions 750
NATIONAL AND REGIONAL EXHIBITIONS
Net space hired (sqm) 24.000.000
Direct exhibitors (number) 710.000
Total visitors (number) 87.000.000
Number of exhibitions 7.150
TOTAL TRADE EXHIBITIONS
Net space hired (sqm) 42.000.000 50.000.000
Direct exhibitors (number) 1.130.000 1.360.000
Total visitors (number) 123.000.000 155.000.000
Number of exhibitions 7.900 11.000
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 23
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
North America in 200121)
(according to CEIR (the Center for Exhibition Industry Research))
? A total of 13,000 exhibitions were held.
? Attended by 125 million visitors.
? Including 1,2 million exhibitors.
? The resulting contribution to the US and Canadian economy is estimated to approximately $ 100 billion.
Tradeshow week analyses the 200 largest shows (not including consumer shows) to take place in the United
States. In 2003 the following interesting data and ratios were created on a one year base.
Total net. sq. ft. of paid exhibit space 55.262.000
Total number of contracted exhibitors 180.000
Total professional attendance 3.702.000
Space rte range per sq. ft. $ 2,05 - $ 59,50
Total economic impact on host cities $ 4.96 Bil
Average number of contracted exhibitors 1.018
Average number of professional attendees 21.032
Average ratio attendees to exhibitors 21 to 1
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 24
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Asia
The Asian market for exhibitions is varied. There exist several regional exhibition markets because of the
geographic extension of the region. The most important are:22)
? China and Hong Kong
? Singapore
? Japan
? Korea and
? India
The development of the markets is different. China, Singapore and Korea show extensive progress while India
is developing slowly. Statistical data are difficult to research as neither uniform definitions and standards nor a
general obligation to audit the shows exist. UFI members, however, are obliged to audit "Approved events",
thus ensuring visitors and exhibitors of declared quality.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 25
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
China: Market of the future for exhibitions
? Forecasts for China say that within ten years the exhibition industry
will belong to one of the ten most powerful market segments in
China.
? In 2004 118 exhibition centres are registered where
? approximately 2500 exhibitions take place.
? Growth rates of more than 15 % are currently achieved.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 26
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network – trade fair organizing company
An exhibition organizer places orders, pays taxes and invests in the infrastructure of exhibitions. Beneficiaries
are the regional industry, the local government, and trade companies.
To organize and support trade shows employees are needed. Wages, jobs and work places are established.
These efforts lead to income in the region and/or the city. Personal expenditures multiply the beneficial
impact.23)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 27
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Spin-off Effect
The benefit of trade fairs is not only restricted to the direct participants.
The spin-off effects also include the indirectly related players.
? first, the authorities profit from taxes paid on economic activities related to trade fairs
? secondly, all hospitality service providers profit by an exponential rise in demand, especially the
accommodation industry, transportation, restaurants and other purveyors of food and beverage
The multiplication effect increases the gain - taxis consume more fuel, petrol stations benefit, et cetera.
Additional money earned by employees and other workers will be spent in further consumption and the
catchment area.24)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 28
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - exhibitors
Resident and non resident exhibitors pay registration and other fees to the organiser. They place orders, buy
personal goods, pay taxes, rent cars and pay for accommodation.
They employ temporary staff and contribute to the exposition with information, incentives and sales orders.
Beneficiaries, for example, are the organizer, employees from the region, retail companies, handicrafts, hotels,
restaurants, transportation, entertainment and local government .
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 29
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - visitors
Resident and non resident visitors pay admission fees to the organiser. They invoke services, buy personal
goods, pay taxes, rent cars and pay for accommodation and restaurants.
They contribute to the exposition with information, incentives and sales orders. In return they get a market
survey, information about products and services.
Beneficiaries, for example, are the organiser, retail companies, hotels, restaurants, transportation,
entertainment and local government.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 30
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - region
Exhibitions, trade shows and consumer shows help to develop the town's image. The exhibition venue/region
becomes well known.
The region profits from information and incentives for the regional industry.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 31
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - region
Demonstration of the image effect
For example, the excellence of exhibitions held in Singapore has been recognized by UFI which accredits fairs
and exhibitions of exceptional quality. In addition to the already existing exhibition facilities, the Singapore
Expo, which opened in March 1999, is one of the largest exhibition centers in the region. Singapore Expo has
placed Singapore on par with the best exhibition cities in the world.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 32
III. Benefits of Exhibitions
A. Economic Significance of Exhibitions
Network - region: Linkages and the sales multiplier effect
Linkages and multiplier effects are used to explain the relationships between an industry and the
creation of wealth in an area. Linkages describe the relationships between industries, and the sales
multiplier effect measures the direct, indirect, and induced effects of an extra unit of visitor
spending on economic activity within a host community. It relates visitor expenditures to the
increase in business turnover that it creates. As a result more jobs are created and hence wealth
and the overall image of an area increase. The following rough figures are calculated to estimate
the monetary effects of exhibitions. 24)
Sales volumes - exhibition sector
Multiplier for direct, indirect and
induced regional expenditures
1.0
7,0 - 10,0
How to read:
One EURO paid to the exhibition organizer for admission or for exhibitor fees has to be multiply
with 7 to 10.
Then you get the amount of money that is directly, indirectly and induced spent in the region.
In this way other enterprises, private persons, the region, state or the city profit from the
exhibition and the corresponding events.
UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 33
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Media comparison: Advantages of the marketing tool "participation in exhibitions"
In 2004, managers from industrial enterprises in Germany were asked to evaluate which communication
instrument worked best to reach certain targets. They could grade their answers between 1=excellent and
6=very poor. Below the results of the comparison between "Participation in exhibitions" and "Classic
advertisement" are shown.25)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 34
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Media comparison: Advantages of the marketing tool "participation in exhibitions"
Organisations use different communication instruments to reach their marketing objectives. To make a
decision which instruments (see chart below) to use, it is important to know how efficiently each instrument
works. The evaluation of all communication tools concerning marketing objectives leads to the following
ranking. The "participation in exhibitions" ranks as the No. 1 tool (2.22). Personal selling follows. Both
instruments emphasise face-to-face communication. The other instruments are less effective. 26)
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 35
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Advantages of a trade fair participation for exhibitors27)
What are the reasons for such high ranking of exhibitions. If we look at the peaks of the evaluation there are
three major advantages. These are:
? To introduce new products and services
? To initiate sales and
? Relationship management with known and future customers.
Exhibitions are of high public interest. Important sellers and buyers visit a show. Media representatives use
the events for publishing news about products and trends. Therefore trade fairs are useful for product
launches. Because of these reasons sales are initiated, too. There exists a so called transponding-and-delay
effect, which means an exhibitor may realize a turnover from a show more than 12 months after the closure of
a show, particularly at an industry show.
The possibility to address potential clients directly allows face-to-face contacts. Within the company's
Customer Relationship Management (CRM) trade fairs are important tools to build up confidence. They are
used together with other marketing tools, i.e. internet, direct marketing, personal selling.
Trade fairs offer the chance to promote the company and analyse the competition. In this way, the existing
high public interest can be used to meet objectives such as image-building, positioning and brand recognition.
Trade fairs offer further advantages to business people, chiefly the ability to network within the industry while
achieving major marketing goals.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 36
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
The following cluster analysis of exhibitors shows that there are various approaches, objectives and priorities
which determine different types of exhibitors:28)
? Cluster I: “Hard sell exhibitors”
? Cluster II: “Communication-oriented relationship-managers”
? Cluster III: “Competition-oriented representatives”
? Cluster IV: “Hybrid exhibitors”
? Cluster V: “Ambitious regional exhibitor”
Cluster I: “Hard sell exhibitors”
This group of exhibitors
? is completely focused on meeting targets
? prefers specialist trade shows with a homogenous group of exhibitors, where direct selling is common
? includes goals achieving a set turnover, as well as remaining within the budget, especially in
comparison to participation in other events
? The larger the company, the higher the tendency to monitor the competitors
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 37
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Cluster II: “Communication-oriented relationship-managers”
? Aim their efforts primarily at implementing communication objectives
? Prefer international trade fairs that are accompanied by other events, all of which are informational in
nature
? Aim to demonstrate their ability to solve problems
? Priority is given to analysis of protocols of conversation and structural composition
? They are strong adherents to Customer Relationship Management techniques (CRM)
Cluster III: “Competition-oriented representatives”
? Are only rarely concerned with specific goals
? Prefer a position within a heterogeneous group of exhibitors and most often participate in national and
regional trade fairs
? Are willing to compete and watch rival activities closely, often adopting their tactics, especially stand
design
? Success is measured in terms of visitor numbers
Cluster IV: “Hybrid exhibitors”
? Do not set extraordinary goals, although employee motivation as a goal is common
? Tend towards international trade shows because of their informational nature
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 38
III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises
Cluster V: “Ambitious regional exhibitors”
? Aim at merchandising their goods (emphasis on product-policy)
? Are very interested in creating a positive image
? Are also very ambitious at evaluating success and comparing the
effectiveness of marketing tools
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 39
III. Benefits of Exhibitions
C. Importance for Visitors
A comparable cluster analysis29) has shown that visitors – at technical fairs - can be differentiated into four
types:
? Type A: “Intensive trade fair user”
? Type B: “Special-interest trade fair user”
? Type C: “Trade fair stroller”
? Type D: “Pragmatist”
Type A: “Intensive trade fair user”
? Utilizes trade shows as an important source of information, particularly current market developments
? Is highly communicative, uses trade fairs for serious networking
? Attends 21 exhibitions on average per year and every visit is planned in detail
? In contrast to the other types, they tend to complete a sales transaction during the fair
Type B: “Special-interest trade fair user”
? Prepares in advance and use their visits intensively, carefully considering products or services
? Does not transact business directly at the fair
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 40
III. Benefits of Exhibitions
C. Importance for Visitors
Type C: “Trade fair stroller”
? Uses trade fairs primarily as an instrument to observe the market
? Has little contact with exhibitor personnel and does not intend to buy
Type D: “Pragmatist”
? Does not have any specific aim such as transacting business or making a purchase
? Is very passive, seldom stays for more than a day and is oriented to other sources of information
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 41
III. Benefits of Exhibitions
C. Importance for Visitors
Allocation of Type A-D
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 42
III. Benefits of Exhibitions
C. Importance for Visitors
Other sources of information for visitors30)
Trade shows are excellent events to prepare decisions. How to read the graph: 91% of the management
queried use trade shows as an instrument to gather information for their business decisions.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 43
III. Benefits of Exhibitions
D. Outstanding Economic Functions
These are some special economic factors connected to trade fairs:
? Lowering transaction costs31)
The main reason for the existence of trade fairs can be found in the lowering of costs per transaction.
Such costs can arise from factors, such as search for information, contracting, legal advice, insurance,
and competition monitoring. A cost reduction is gained by the concentration of providers and
attendees in one location at one time.
? Neutral sales area
Trade shows are held at a location which is neither home territory of the exhibitor nor the visitor. The
venue is a neutral area that makes it easier for the visitor to freely select from a pool of information
offers, with no commitment. Both visitor and exhibitor are freed from interferences by daily company
duties.
? Conditional location pull32)
In many cases, a prerequisite for the usage of demanded services is that they can only be consumed
at the place of their production. Due to this, the customer is forced by a conditional location pull,
which means that he is fixed according to the place where the producer manufactures. This doesn't
apply to trade fairs.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 44
III. Benefits of Exhibitions
D. Outstanding Economic Functions
Limited availability
A distinguishing feature of trade fairs is their limited availability33). Four dimensions can be identified:
? The date and the place is fixed by the organizer and cannot be moved at the demand of an individual
participant;
? Some fairs have appointed times by tradition. They often have been fixed according to industry
innovation cycles. Other organizers date their exhibitions following the buying season of the industry.
? Sometimes important exhibitor groups are able to apply considerable pressure on the organizers
because of the importance of their attendance;
? Due to this, other marketing activities must be adapted to the fixed trade fair participation, whose
dates have to be considered, especially for advertising campaigns.
The limited availability also applies to other marketing instruments: e.g. advertising, TV or radio campaigns
take place at fixed dates and have a limited circulation. Trade shows are able to hyper compensate for this
flaw by offering the opportunity to personal and intensive contacts.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 45
IV. Integrated Exhibition Marketing
A. Information Sources
There are a number of reliable sources which distribute information about trade fairs. Many countries
support their exporting companies. Information on where and how to participate in foreign trade fairs is often
available from the responsible government body or from the national Chambers of Industry and Commerce.
The following information sources can be used:
? Trade fair companies and event organizers
? Chambers of Industry and Commerce
? Chambers of Industrial Crafts
? Trade and economy associations
? International databanks
? National auditing companies (i.e. companies which audit statistical data of trade fairs)
? Associations of the national exhibition industry
UFI, the global association of the exhibition industry
headquartered in Paris, is the leading umbrella organization for fair organizing companies, exhibition centre
managers and exhibition related service industries worldwide. UFI brings together important national and
industry exhibition associations. As a networking platform, it stimulates communication between the members
through several working groups and congresses. With more than 80 years of experience, UFI carries out
studies about the trade fair industry and the research results can be used for marketing or educational
purposes. As a representative of the trade fair industry, its responsibility is to provide added value.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 46
IV. Integrated Exhibition Marketing
A. Information Sources
Expo-Online-Databanks Germany, USA and Asia
There are several databanks available to get information about trade fairs. Click on the companies name and
you will get access to the different databanks.
? Asian Sources (www.asiansources.com): Databank for Asian expositions. Additional information
about new products, Online-Product research, direct contacts to producers, exporting and importing
companies. Co-operation with “Trade Show Central”.
? AUMA (www.auma.de): Databank mainly for German expositions. The AUMA databank provides
detailed statistical information about trade fairs in Germany and about foreign trade fairs organized by
German companies.
? Exhibitions round the world (www.exhibitions-world.com): Asia-databank. 86 research
categories. The following information are available online: Export- and exposition guide, directory of
exposition companies, stand constructing companies and hotels.
? Expobase (www.expobase.com): Large databank of German and foreign expositions. Leads to
information about: stand constructing companies; hotels, services, forwarding trade.
? Expoguide (www.expoguide.com): Databank of all US expositions. Registration of all exposition
names and exposition sites
? Expoweb(www.expoweb.com): Expo-databank of US expositions with 78 industrial segments,
alphabetic registration.
? Trade Show Central (www.tscentral.com): Databank of more than 30 000 worldwide registrated
expositions; less information. Additional information can be ordered by e-mail. Co-operation with
“Asian Sources”.
? The Trade Show News Network (www.tsnn.com): Databank of US expositions with research
within 108 industrial segments. Newsletter free of charge with tips about expositions and marketing.
Online-Booking of hotels, tickets and car-renting. Experts answer to questions about expositions and
marketing. Monthly online-answering of questions.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 47
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Trade fairs are multifunctional:
? they can be mixed with separate instruments and
? can hardly be seen as independent without overlapping with other tools, such as advertising or
promotion
? must be integrated into a company’s strategic marketing concept, and
? adjusted to the other marketing tools; all other marketing instruments must be adapted to the fair
participation and repetitive, because “Trade show participation is too expensive to be limited to the
exhibit alone”35)
Trade shows and exhibitions have relations to the enterprise’s
? Product policy
? Distribution policy
? Contract policy
? Promotion policy
Trade fair participation can be regarded as a stand alone communication tool or as a complement to other
marketing tools. Trade shows require a combined input of different communication tools. Many other
marketing instruments: e.g. advertising, public relations, promotion, have to be used to successfully
participate at the trade show.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 48
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 49
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Product policy36)
? The product policy does not belong to the original
communication tools of trade fairs. However, exhibitors who
are using trade shows as an independent distribution channel
combine products and services to get a special fair package.
This package is sold as a unique offer, only available at the
trade show.
? To match the trade show nomenclature which is allowed by
the organizer, the exhibitors must select corresponding
company products.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 50
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Distribution policy37)
Distribution can have two purposes for exhibitors.
? In some market segments trade shows are used as a unique
distribution channel and play an important role to sell the
company’s products (e.g. the jewellery and watch industry).
Baselworld
? The placement of the exhibitor’s booth in the exhibition area
can be regarded as a distribution decision as well. The right
placement – high frequency of visitors – will influence the
individual success of the exhibitor.
International Paris Air Show, Le Bourget, France
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 51
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Contract policy38)
? To motivate customers to visit the trade show and to buy
products and services there is the possibility to offer special
trade show prices to the visitors.
? They get discounts depending either on their exhibition
presence or on the product quantity bought. Sometimes
special terms of payment are offered. Visitors might
postpone regular purchases to take advantages of the
reduced prices.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 52
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Promotion policy39)
? The participation in trade fairs is first and foremost a
communication or promotion tool, to promote products,
services and brands. On the following pages the specific
communication tools used for the exhibition participation are
described:
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 53
IV. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Stand conception
Several experts are necessary to complete an attractive and informative booth: e.g.
experienced architects, stage designers, graphic artists, craftsmen, and booth builders.
? A booth concept is a three dimensional way of promoting a firm. Colours, light,
design and audio-visual techniques are used to present products and services.
? The pictures40) show different ways of using the possible design elements.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 54
V. Integrated Exhibition Marketing
B. Specific Marketing Aspects
Trade fair communication activities
? An advertising campaign41) can be used to announce a company’s trade show participation and to
invite special target groups.
Direct marketing has to be regarded as a corresponding tool to motivate customers to visit the trade
show.
? Trade fair - Public Relations.42) Depending on the company’s significance different public relations
instruments can be used: Press conference, press kits, press interviews. These tools help to announce
the company’s participation, to promote new products and to improve the firm’s image.
? Marketing events43) can be used as additional attractions. They are realized either at the booth or
can be organized outside the exhibition area. Marketing events help to produce emotions and support
the efficiency of the use of the other tools.
? Personal selling.44) Trade shows are a special tool to build up relations and to have personal
contacts to actual or prospective customers. The chances to practise customer relation management at
the trade fair are excellent.
? Co-operation for communication.45) The organizer’s and exhibitor’s interests are equal concerning
the promotion of visitors. The more quality visitors there are at the trade show the better for both
parties. Therefore organizers offer different material which can be used by the exhibitor: E.g.
brochures, leaflets, area plans, free entry tickets.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 55
V. Integrated Exhibition Marketing
B. Specific Marketing Aspects
IT-Marketing46)
? During the last years IT-Marketing has become a very successful tool to contact potential customers
and to open new markets.
Organizers offer special websites where the exhibitors are able to present their products and services.
? A newsletter to announce the participation. During the participation the exhibitor informs his
customers and other target groups about special events at the trade fair.
? A label signet which announces the participation should be attached to every outgoing mail in a digital
form.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 56
V. Trade Fair Participation
A. Selection Criteria
Trade shows are useful for many company strategies: e.g. launching new products, opening new markets,
improving many customer relationships. Each potential exhibitor has to select the right show for each purpose.
Therefore he should use as information sources as possible. The better the information concerning a show's
quantity and quality, the better the chance for a successful participation. Based on this information the
exhibition manager has to define criteria and objectives for the company’s trade fair participation.47)
The following criteria are relevant:
1. Types of trade fairs available for the product segment
2. Relevance of the trade fair for the market
3. Client target group
4. Competition
5. Costs
6. Quality of the trade fair organizer
7. Basic conditions
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 57
V. Trade Fair Participation
A. Selection Criteria
1. Types of trade fairs
- National or international exhibitions
- Consumer show or trade show
? In order to use trade fairs efficiently as part of the marketing mix, it is necessary to be selective. The
type of exhibition - national or international, consumer or trade show - will be a first criterion to decide
if the company's marketing strategy and objectives can be achieved.
? If the company is not interested in international customers you should select exhibitions in which
national exhibitors take part and where domestic visitors are expected.
? Considering the different type of visitors consumer and trade shows should be differentiated.
Consumer shows are primarily for direct selling, while trade shows serve to develop relations with
customers and clients. At trade shows purchasing decision may be made after the event.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 58
V. Trade Fair Participation
A. Selection Criteria
2. Relevance of the trade fair for the market:
- Presence of the market
- Recurrence of the trade fair
- Themes
- Quality of supply and demand at the trade fair
- Completeness of the permitted market segments
- Catchment area
? The importance of a trade fair can be determined by different indicators.
? The presence of the market can be measured by the number and quality (i.e. market leader) of
companies representing the supply and demand of the market segment.
? Exhibitions take place on a regular base: once, twice or more often during a year, every two, three
years or even in longer periods. Depending on the marketing strategy and event schedule the right
exhibitions should be selected.
? The subjects and the nomenclature of the exhibitions is of importance for the decision to participate or
not.
? The quality of supply and demand is represented by the presence of high ranking managers and
visitors. Information is available from the organizers.
? The catchment area can be regional, national or international, i.e. the visitors are expected to come
from these areas. Depending on the exhibiting company's targets, this criteria is of importance for the
final participation decision.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 59
V. Trade Fair Participation
A. Selection Criteria
3. Client target group
- Regional origin
- Branch
- Size of the company
- Area of operations
? A trade fair is an excellent opportunity to get in direct contact with the relevant target groups. It can
be more efficient than the company’s field service.
? Therefore, the company should know whom they want to address at the fair. The design of the trade
fair participation should be created according to the target groups.
? These can be defined based on the following aspects:
Regional origin, branch and size of the client company, the area of client operations, frequency of
client purchasing, and purchasing power.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 60
V. Trade Fair Participation
A. Selection Criteria
4. Competition
- Wanted or not
Following the rules of a market oriented system it is advantageous to be present where your competitors are,
too. However, sometimes it is desirable to avoid direct contacts with competitors (e.g. looking for a test
market, in case of obvious competitive disadvantages)
5. Costs
- Defined budget
- Expected costs
The basic question is: Can we afford the trade fair participation?
The budget is calculated based on the expected costs and must be defined before the trade fair participation is
contracted. If the budget is sufficient the participation can be realized; if not, budget or type of participation
must be adapted.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 61
V. Trade Fair Participation
A. Selection Criteria
6. Quality of the trade fair organizer
- Experience and know-how
- Marketing strategy
- Exhibition venue and accessibility
The management quality of the trade fair organizer can also influence the decision to participate. The quality
of the equipment of the site, such as space, design, type of halls, open air grounds and the quality of the
facilities have to be acceptable. The experience of the organizer supports the quality of the exposition.
Transport connections and infrastructure may also influence the participation decision. Is the venue
geographically centrally located; is there sufficient accommodation available?
7. Further conditions
- Date
- Availability of personnel
Depending on the market segment, purchasing periods should be taken into consideration. The date of the
show has to fit this specification. Because of the internal work loads, sometimes the best booth personnel is
not available. In this case the participation should be reconsidered.
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of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 62
V. Trade Fair Participation
A. Selection Criteria
The following chart shows a hypothetic example for choosing the right trade fair. Background: A Russian
exhibitor (e.g. a producer of natural stones, see case study 2) intends to open the European market. Follow
the explanation on the next slide.
Alternatives
Appropriate trade fair
Verona, Italy
MARMOMACC
Valencia, Spain,
MARMOL
Nuremberg
Stone+tec
Brussels,
Belgium,
Batisbouw
Weight
w
Points
p
Product
w x p
Points
p
Product
w x p
Points
p
Product
w x p
Points
p
Product
w x p
Criteria i
Target group 28 5 140 7 196 4 112 4 112
Significance
of trade
show for
market
21 6 126 8 168 4 84 4 84
Quota of
trade
19 7 133 6 114 5 95 3 57
Booth costs 11 6 66 8 88 4 44 2 22
Catchment
area of
trade fair
15 7 105 6 90 5 75 4 60
Recurrence
(of the
trade fair)
6 5 30 7 42 7 42 7 42
Total 100 600 698 452 377
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 63
V. Trade Fair Participation
A. Selection Criteria
Scoring procedure:
? Choice of the criteria which are decisive for the quality of an event from the view point of the
exhibitor. Some of the most important criteria are already suggested. Further criteria can be included.
? Weighting of the selection criteria. Every criterion gets a weighting corresponding to the individual
significance for the quality of the event.
? The trade fairs are assessed with a score between 1 and 10 per criterion. This score shows how the
quality is estimated by the exhibitor per criterion and trade fair in relation to the competing fairs.
? Weighting and score are multiplied by each other to calculate the score per fair and criterion.
? The scores are added up for the total assessment. The higher the achieved total assessment, the
better the assessment of the respective fair is from the view of the targets and quality requirements of
the exhibitor.
Example:
? In the attached case four fairs were judged at four different sites. The choice and assessment has to
be understood as an example.
? The trade fair in Valencia has reached the highest total score with 698 for the hypothetic exhibitor. The
other trade fairs are following.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 64
V. Trade Fair Participation
B. Exhibition Strategies and Styles
Once a decision to participate has been made, the exhibition strategy, the exhibition style and exhibition
targets have to be determined. Exhibition strategy and style complement each other. It has proved to be
helpful to follow these planning steps as the exhibition styles make it easier to decide which booth design and
which communication tools to choose for the participation.
Exhibition (marketing) strategies48)
? Within the market processing strategy it is decided which products will be offered to which markets.
The company can either present new or already known products. It might choose the present markets
as relevant for the market offer or new markets which are not yet opened for the company's
assessment.
? If you combine the potential markets (new or known) with the type of products (new or known) four
market processing strategies can be distinguished. For further explanation see the next slide.
Exhibition style49)
? The concept of the exhibition style provides a guideline from which the design elements of a booth can
be chosen and the marketing instruments can be selected and finally applied.
? An exhibition style supports the decision making process in the run-up to the exhibition. The
management has to choose which communication instruments (i.e. press conference, brochure, direct
mailing, special event, banners, advertisement) to use. The exhibition style delivers the criteria for the
final decision.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 65
V. Trade Fair Participation
B. Exhibition Strategies and Styles
Products
Markets
Present products New products
Present markets
Market penetration
Customer oriented
exhibition style
Product development
Product oriented
exhibition style
New markets
Markt development
Contact oriented
exhibition style
Diversification
Advisory oriented
exhibition style
Market penetration
Customer oriented exhibition style.
Penetration of the market means that the exhibitor tries to boost sales with the help of established products.
To this end, old consumers must be motivated to generate higher sales, while new consumers must be
convinced for first time purchases. As the application of the products is widely known, attention should be
drawn to customer care and relations. In this case, a strong customer-oriented exhibition style is beneficial.
Discussion areas where the personnel can talk to the customers are necessary. Advertising in the catalogue,
on site maps, in professional journals as well as events at the booth (e.g. customer evenings) are important
marketing techniques.
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UFI, The Global Association
of the Exhibition Industry
University of Cooperative Education
Ravensburg, Germany 66
V. Trade Fair Participation
B. Exhibition Strategies and Styles
Product development
Product oriented exhibition style.
The product development strategy emphases the selling of new products to acquired customers. The product
has to be presented with its application possibilities. This leads to a product-oriented exhibition style. Besides
sales promotion (samples, coupons and giveaways), special shows of the organizer, special events at the
exhibition hall, and direct mailing are strong marketing techniques, which help to give the product special
emphasis.
While planning the booth concept, it is important to make sure that the personnel have enough space for
product display and usage.
Market development
Contact oriented exhibition style
If the strategy is to open new markets, the exhibitor has to gain new customers for its products. Product,
company, and brand have to be introduced at the same time. This means that the exhibitor has to make sure
that his trade fair presentation is comprehensive as well as catchy. New contacts and open communication
have to be given special emphasis.
Therefore, a contact-oriented exhibition style should be preferred. The booth should be created in an open
style, in order to invite customers to the booth. The simultaneous promotions - advertising of the exhibitor (e.
g. hand-outs), announcement advertising (in trade fair journals or daily newspapers), and outdoor advertising
(like transportation or advertising-banners), along with sales promotion (price competition, lottery, giveaways)
- are important steps to reach the target groups.
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V. Trade Fair Participation
B. Exhibition Strategies and Styles
Diversification
Advisory oriented exhibition style.
The exhibitor’s task becomes much more difficult if he diversifies his sales activities. In this case, he cannot
fall back on his experience either with known or established markets. Beyond this, he is looking for new
customers.
Application-possibilities and advantages of the product should be presented and problem-awareness should be
created. To achieve this, intensive consultation and contacts with experts are necessary.
Therefore an advisory-oriented exhibition style should be used. For consultancy it is important to have a quiet
seating area. At the same time the presentation of products and brand has to be possible. One option is to
divide the booth into two floors.
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V. Trade Fair Participation
C. Exhibition Targets
Why set targets?
?
One important step in the participation concept is the definition of exhibition targets, since
efficient participation in a trade fair is only possible on the basis of sound goals.
?
The organisational preparation is influenced by the set goals. After the show they offer the
possibility to check the success of the participation.
?
The content of exhibition targets has to be determined. This includes the definition of the
target groups and the determination of the time in which the goals should be realised.
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V. Trade Fair Participation
C. Exhibition Targets
The diagram shows the results of an empirical market research.50) In this
questionaire, exhibitors have declared that they set the following targets
when they participate in exhibitions.
„To increase company image“ was declared to be the most important goal
for more than 80% of the exhibitors. 70% of the sample emphasized
„meeting new groups of customers“ and „ developing personal contacts“.
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V. Trade Fair Participation
C. Exhibition Targets
Targets must be operational. This means:51)
? Measurable
? Related to a specific period
? Assigned to a responsible person or group
? Realistic
? Acceptable: Do you think that the people who have to work for the targets will accept contents and
extension of the target?
? Motivating: Are you motivated by your targets or are they a burden for you?
Economic targets / Psychographic targets52)
? There are different ways to determine objectives. Besides dividing aims following the marketing mix, it
is also possible to divide into economic and psychographic goals.
? The success of economic goals is relatively easy to measure, because it is focused on measurable data,
such as the turnover, cost-reduction, expanding the market share and other criteria.
? The psychographic targets mainly try to influence the attitude of the visitors. This is important if a
company tries to improve its image or wants to influence the visitor’s view of the company. This
success is invisible and therefore hardly measurable as it happens in the so-called black box.
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V. Trade Fair Participation
C. Exhibition Targets
Criteria Contents and Measurement
To boost sales Number of orders
To expand sales Total orders for goods:
with different target groups
To encrease the degree of
distribution
Number of specialists and private
visitors
To aquire new market segments /
Customer groupings
Number of new customer contacts
(e.g. according to regions, sectors of
industry, sales routes)
To expand or retain the share of the
market
Sales compared to previous trade
fair
To acquaint visitors with the range
of products
Number of visitors, number of old /
new customer contacts; number and
quality of initiated press
publications; number of brochures
and samples distributed.
To create / improve brand loyalty,
product awareness
Specific questioning of visitors
- Company; how well known
- Memorability of new products
- Knowledge of the brand
- Characteristics of the product
On the left side you find the category of targets; on the right side, contents and the method to audit the data
are described.
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V. Trade Fair Participation
C. Exhibition Targets
To give an example for operational targets the following economic and psychographic targets are determined.
If the Russian exhibitor (see chapter V. A "Selection Criteria") has already participated in the trade show
Marmol in Valencia in 2004, the new targets could be determined as follows:
Economic targets
? To increase the number of visitors from 250 to 320 at the trade show Marmol 2005; responsible:
Trade Show Department.
? To increase the number of orders from American customers (2004: 25; 2005: 40); responsible:
Marketing Department.
? To increase the sales of additional services by 15% (2004 – 2005); responsible: Field Service.
? Reduction of trade show costs by 5% compared to last years trade show: responsible: Exhibition Team
Psychographic targets
? To improve the number of positive media publications by 15% from 35 to 40; responsible: Public
Relations Team
? Increase of visitors share who recognize the companies brand four weeks after the show; today 25%,
target 35%; responsible: Marketing Department, Marketing Agency, Market Research Team.
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V. Trade Fair Participation
C. Exhibition Targets
Objectives for trade shows: Consumer and manufactured goods
The individual participation objectives depend on the different types of trade fairs, such as consumer goods
fairs or investment (manufactured) goods fairs.
The main goal at a trade show for consumer goods is the placing of orders. The trade visitors order goods for
the following season. They do not need an authorization for their purchasing decision and can negotiate the
sale at the fair. It is therefore easier to monitor and measure the success attained.
At trade fairs for investment goods, immediate orders are comparatively unimportant. The negotiation-process
takes much more time because technical issues must be resolved. There is a greater financial investment and
a multilevel authorisation in the buying decision. Sometimes the investment decisions are made a long time
after the trade fair closed. The order can’t be assigned directly to the event. A difficulty at trade fairs for
investment goods is, that the success is not properly measurable, because the focus is on image building,
increasing publicity, imparting information and consultancy.
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V. Trade Fair Participation
D. Stand Impact
The significant difference between a stand and the usual possibilities of visualization is the enhancement from
the second to the third dimension, that also means an extension to possible presentation.52)
The booth concept is relevant for the right communication and budget policy of the exhibitor. It also influences
the exhibitors’ logistics to get the exhibits and material at the right time, to the right place, at the lowest
costs. On the following pages several criteria are discussed which have to be considered for the booth
assembly.
Criterion 1: Booth types
The booth is a three-dimensional marketing tool. It represents the company and is sensual. Customers and
visitors compare the booth with that of competitors at the trade show.
Criterion 2: Alternatives of booth design
Several factors have to be considered to determine which kind of booth should be presented at a trade fair.
Follow the explanations on criterion 2.
Criterion 3: Booth planning and realization
The decision concerns marketing and cost aspects. If the exhibitor likes to reuse the booth he has to decide
which booth type will be the best alternative for him.
Criterion 4: Booth areas and functions
The booth consists of different areas with different functions. Corresponding to the exhibition style, the
management has to decide how the use the space: for presentation, for consulting or for easy and frequent
contacts.
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V. Trade Fair Participation
D. Stand Impact
Criterion 1: Booth Types
The various types of trade fair booths are influenced by the type of space
allocation and access to the aisles.
There are four basic types of booths.
? Row booth (R)
? Corner booth (C)
? End booth (E)
? Block booth or island booth (B)
Row booth (R)
The standard row booth is designed to stand back-to-back with an opposite row or a wall and will have
adjacent booths on both sides. Only one side (occasionally two) faces an aisle. The dimension of the open
booth front is used to distinguish a narrow, deep booth from a wide stand which is less deep.
Corner booth (C)
A corner booth is situated at the end of a row. It provides access from two sides, from the aisle along the row
and from the one vertical to it. A corner booth has more sides accessible to the public, but the same overall
area, and is therefore more effective than a booth located in a row. As a corner booth can be seen from two
aisles, higher numbers of visitors can be expected.
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V. Trade Fair Participation
D. Stand Impact
End booth (E)
This booth at the end of a row is surrounded on three sides by aisles. It is qualitatively superior to the above-
mentioned types, as it appears more inviting and more representative if exploited properly.
Block booth or island booth (B)
The block booth or island booth is bordered on all four sides by aisles. Since it is accessible to visitors from all
sides, it attracts a great deal of attention due to the fact that it is completely independent from other booths.
The block booth or island booth is the most expensive type of booth. It requires more elaborate design, which
is reflected in the higher costs for booth assembly and fitting.
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V. Trade Fair Participation
D. Stand Impact
Booth assembly
System or conventional
booth
Design principles
Criterion 2: Alternatives of booth design
The booth appearance at a trade fair is a marketing challenge. The booth
should be more attractive than those of competitors. Visitors should
remember the booth, exhibits and the company’s brand.
To reach these goals the following decisions have to be made:
? Does the company assemble the booth itself or engage a booth construction company?
? Is the use of a system or a conventional booth convenient?
? What kind of basic design shall be used for the booth assembly?
Follow the explanations on the next pages.
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V. Trade Fair Participation
D. Stand Impact
Booth assembly (see picture)
There are different ways to assemble the booth:
? The company itself is responsible for the whole design and the assembly. In this case personnel with
appropriate know how has to be available. Additionally stand building material has to be ready for use.
? The exhibitor might instruct a booth building company to create the booth. In this case the exhibiting
company is responsible for the right briefing – the guideline for the construction and the trade show
appearance. The costs will be much higher compared to an independent booth construction. However,
know how and special expertise concerning the location and the trade show organizer is with the
service provider.
? Some organizers offer turnkey booths which are simple system stands. They are assembled and
disassembled without presence of the exhibitor. This is a relatively cheap and easy solution especially
for newcomers. Advantages for the exhibitor: No responsibility for assembly and disassembly of the
booth, less and clear planning costs. Disadvantages: Limited opportunity to present the company
individually.
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UFI, The Global Association
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University of Cooperative Education
Ravensburg, Germany 80
V. Trade Fair Participation
D. Stand Impact
System or conventional booth
The decision to apply a system booth or a conventional design should be based on several criteria:
? A reusable booth assembly is more cost-effective than a conventional one.
? The substantial advantages of a system assembly are:
- easy to transport and store
- low staff requirements during assembly and disassembly
- sensibly priced, pre-fabricated, precisely fitting components
- flexibility and adaptability
? Disadvantages are: less distinction from other exhibitors; dependency from the limited application of
the system.
? Conventional or individual booth assembly is especially attractive for companies involved in
construction or interior work. They have extensive knowledge of materials and fabrication, and they
have the necessary production facilities and qualified staff.
? Conventional assembly enables highly individual designs to be realized. However, individual designs
are only available at relative high costs.
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V. Trade Fair Participation
D. Stand Impact
Design principles
There are three methods of booth assembly:
? Open assembly: No external screens that might obstruct the view. The booth is visible at first glance.
All exhibits can be identified straight away.
? Partially open assembly: external screens are included to prevent visitors from seeing directly into the
booth.
? Closed assembly: The booth consists of external screens (possibly with windows), making it necessary
to enter the booth in order to view the exhibits, watch demonstrations and talk to the stand staff.
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V. Integrated Exhibition Marketing
D. Stand Impact
Finance decision
Activities &
time schedule
Criterion 3: Booth planning and realization
The booth planning and realization stage contains several aspects:
? The participation in a trade fair is cost-intensive. There are three
possibilities to invest in a booth: Buying, renting or leasing. All alternatives
have to be known and compared to find the most cost-effective solution.
? Trade fairs start at a fixed date. Therefore the different planning and
realization activities have to be determined. They have to be brought into a
time schedule. This way the completion of the booth can be guaranteed.
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V. Trade Fair Participation
D. Stand Impact
Finance decision
The alternatives: Buying, renting or leasing should be chosen according to the individual situation of the
exhibitor:
? When you buy a booth, you should consider that you have to make full use of the booth, storage and
maintenance are the company’s responsibility.
? Renting a stand means paying for one use. In general a trade fair organizer or a booth constructing
company takes the booth back.
? Leasing means a special type of finance. If the booth will be often used and the company does not
want or is not able to finance the booth in one go this alternative is very attractive. The stand building
company accepts leasing payment and will care for the booth between the different trade shows.
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V. Trade Fair Participation
D. Stand Impact
Activities & time schedule
The planning procedure starts at least 6 -9 months before the trade fair takes place. The following activities
should be determined by contents and time:
? Register with organizer (9 months before)
? Briefing and rough stand design (8 months)
? Planning assembly and disassembly (8 months)
? Construction of booth (6 to 2 months)
? Preparing furniture, equipment and exhibits (6 to 1 months)
? Compiling material (3 – 1 months)
? Transport of material (4 to 3 weeks)
? Assembly of booth (2 – 1 week)
? Handing over of booth (day before trade fair)
? Disassembly of booth
? Transportation to company
? Repair and storage
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V. Trade Fair Participation
D. Stand Impact
Areas and
functions
Criterion 4: Booth areas and functions
Each booth consists out of four areas with different functions. The principles are
described on the next slides:
? Area of orientation
? Area of presentation and demonstration
? Area of consultation
? Area of logistics
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V. Trade Fair Participation
D. Stand Impact
Area of orientation
- To gain attention, eye-catchers are used in this area;
- Towers may be used as fixed and freestanding components for identification, e.g. by presenting the company
logo.
Area of demonstration
- The advantages of the product should be pointed out in this area;
- Products are presented by the booth personnel;
- First interaction between staff and visitor;
- Opportunity to get brief information or samples is expected by visitors.
Area of consultation
- Quiet and separated place, removed from the usual trade bustle;
- Negotiations and talks can be carried out without unnecessary disturbance;
- Ideal are cabin lounges with conference fitting;
- On average, visitors only remain 11,8 minutes at a booth, therefore this time should be used productively.
Area of logistics
- Not used by visitors, purely functional design;
- Storage rooms, small back offices, kitchen, recreation and catering area;
- Size of this area depends on the stand size, smaller stands sometimes do not have this area at all;
- At a larger stand the importance of the logistic area grows as these booths can be compared to headquarters
where many duties have to be coordinated.
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V. Trade Fair Participation
E. Follow-up Measures
The assessment of a companies’ activities is an integrated part of an efficient management process.53) At long
last it decides after the closing of the fair whether the fair participation was a success or not. To be successful,
however, the personnel has to work actively also during the time after the fair.
Visitor records have been prepared, contacts have been made and many new ideas have been collected. Now
the exhibitor has to rework these material and contacts.
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V. Trade Fair Participation
E. Follow-up Measures
The reworking54) after a trade fair participation is the first step in
the whole managing process after the trade show. Three different
tasks have to be focussed on:
? The visitors at the fair have expressed special wishes which
have to be immediately fulfilled. This requires careful
organization and planning.
? Why not publish the details and the success of the fair? The
clients of the company, who haven’t been at the trade
show, want to know what has been going on during the big
event.
? The staff which had to stay at home needs to be informed
about the results of the show. This will motivate them for
the future.
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V. Trade Fair Participation
E. Follow-up Measures
The visitor records which have been written during the trade show
contain numerous details about the customers. This information is
the starting point of the reworking process.
? The visitors we have to contact now can be: Regular
customers; Very Important Persons (VIPs; e.g. politicians,
other representatives); media representatives; other
visitors (e.g. representatives from universities,
associations).
? The activities after the show can be:
- Sending information material;
- Preparing a tender;
- Appointment with sales staff;
- Invitation to enterprise;
- To negotiate an order.
? Specialities see next slide
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V. Trade Fair Participation
E. Follow-up Measures
What is important for the activities after the show (specialities)?
? The customer wants his wishes to be fulfilled as soon as
possible. This could mean that the exhibitor already sends
information brochures while the trade show is still going
on. To reach this quality of customer relationship the staff
at home has to be prepared to do this job. Communication
and personal responsibility have to be determined in
advance.
? The customer contacts have to be continued after the
show. One department, or even better, one person should
be responsible for further contacts.
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V. Trade Fair Participation
E. Follow-up Measures
The successful appearance at a trade show is a very useful
opportunity to practice public relations:
? If there is a successful completion of a contract this is very
often published to show the importance of the company,
the quality of the products and the acceptance of the
customers. Press releases have to be prepared and
meeting with media representatives should be organized.
? Not all customers have visited the trade show. It will improve the relationship with those clients if they
are informed about the importance and success of the trade show. Direct mailings, but also specially
prepared brochures might help to develop a unique selling proposition. If the company uses customer
newspapers these are excellent ways to inform ones clients. Well informed and prepared sales staff
might support this initiative during personal contacts.
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V. Trade Fair Participation
E. Follow-up Measures
One of the most important, but sometimes neglected activities
after the trade show is to inform the staff which remained at home.
As trade shows are sometimes milestones for a market segment,
the staff should be informed about what is going on in the market,
who are new and old competitors, how do the customers assess
their own products and services and so on.
? Reports have to be prepared to inform the different
departments: Procurement, R&D, sales, management,
production.
? The instruments which can be used are:
- News letters;
- Personal meetings;
- E-mail reports;
- Staff newspapers;
- Direct mailings;
- Company meetings
- Homepage of the company.
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University of Cooperative Education
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V. Trade Fair Participation
F. Risk Management
Trade shows combine opportunities and risks. The opportunities are meeting new clients, developing a better
company image and placing orders. However, there exist normal economic risks such as less contacts and
contracts; low turnover and a low contribution margin. These risks can be minimized if the planning and
preparation for the participation is done correctly.55)
Other external factors might influence the trade fair participation as well:
? Political Risk
- Revolutions and
- Hostile interventions by the government;
- Unforeseen loss of a licence;
- War risk.
For example:
After September 11th, 2001 the visitor rate at the COMDEX, Las Vegas dropped from 250.000 people
in 2000 to 150.000 in 2001
? Medical Risk
- For example infection risk by SARS
For example:
- Hong Kong Trade Development Council and China External Trade Development Council were forced
to cancel four important industrial mega-shows in Hong Kong and Taiwan
- Fair organizers worldwide prepared special services for exhibitors and visitors from effected regions
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VI. Evaluation of Participation
A. Importance of Evaluation
The assessment of the company’s activities is an integrated part of an efficient management process. At long
last it decides after the closing of the fair whether the fair participation was a success or not. To be successful,
however, the personnel has to work actively also during the time after the fair.56)
As we have learned in former chapters, trade show objectives are important preconditions to carry out
successful trade show participations. After the show, the aims have to be tested and analyzed to determine to
which degree they have been fulfilled.
The planned budget has to be verified as well. Deviations have to be identified and analyzed.
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VI. Evaluation of Participation
A. Importance of Evaluation
Return on investment (ROI)
? The perception of the success of a trade fair participation is closely related to the “Return on
Investment (ROI)” of a show. Exhibitors should be able to ascertain if the participation in the
exhibition was "successful" or not.
?
For this reason exhibitors must calculate the benefits of their participation based on an
evaluation of the resources expended (e.g. money, man-hours, and other investments) they
used for the participation and how much benefit they got out of the show.
?
At present stage there are several differing models in use which differ very much. Scoring
models are used in which quantitative and qualitative returns are transformed into uniform
scales.
?
The “Trade Fair Benefit Check” developed by AUMA (www.auma-fairs.com) is designed to
measure the benefits of show participation on a wide scale, taking into consideration the
monetary equivalent value of quantitative and qualitative returns.
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VI. Evaluation of Participation
A. Importance of Evaluation 57)
? Controlling as a management task serves the check and
command of the enterprise. Components are: Aim
development, planning, realization, testing.
? The check of a participation in a trade show is part of the
overall controlling process and will help:
- To optimize the marketing mix of the enterprise;
- To supervise the cost-benefit relations and
- To check and optimize the effects caused by the trade
show appearance.
? The measures and tests available help to check the trade
show targets can be used during or after the show.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Before the exhibitor checks his marketing targets the
following questions should be answered: What should be
tested? Which methods should be used? Who should be
responsible for the testing? What is the budget for the
testing process? How should the measures be integrated
into the timeline and organization of the participation? How
do we use the results after the show?
? During the trade show the measures listed on the left side
can be used. They will be described on the following pages
in more detail.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Analysis of the information behaviour and the product's
interest for visitors
? Method
Calculation of the beginning and final inventories of the
different materials (e.g. give-aways, informative material)
? Assessment
Simple control instrument. Main emphases of the visitor
interests are recognized. Partly restricted information
about perception and acceptance of the range of products
and performances at the booth. As an additional control
instrument recommendable.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Analysis of the visitor frequency at the booth. Conclusions
on the visitor interest possible.
? Method
Specification of counting points. All visitors who enter the
stand are counted. Time period: on all days during the
opening hours of the fair. To get better results sometimes
only the personal and documented contacts are counted.
? Assessment
Simple control instrument. Activation degree of the visitor
interest and publicity of the company can be stated.
Visitors can be identified more precisely (e.g. sex; age).
Multiple counts cannot be excluded. Qualitative interviews
as an additional instrument recommendable.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Documentation of the individual visitor behaviour in a
spatial and temporal view.
? Method
Tracking of single visitors by trained staff. Behaviour is
documented in an elevation paper (e.g. duration of the
visit, special stops, reactions to exhibits, number of the
visual contacts, dealing with informative material, frame of
mind during the conversations).
? Assessment
Expensive control instrument. Use of specialized staff is
necessary. Evaluated: The activation and customer contact
aims in qualitative form. Only low case numbers are
possible.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Investigation of complex and individual surveys of the
exhibitors.
? Method
Verbal, written and computer-assisted interviews with the
stand visitors. Interviews last approx. 5 to 20 minutes
depending on subject and surroundings.
? Assessment
Expensive control and market research instrument.
Evaluated: Stand visitor structures (short interviews);
Judgement of the booth (e.g. information offer, choice of
the exhibits, quality of the customer contact, attractiveness
of the booth).
Advantages are to discover observable reactions of the visitors (e.g. to exhibits, special events); but also to
analyze e.g. attitudes, opinions. No sample inquiry ensured; interviewers can have influence on the reply.
Structure of the people asked can be one-sided.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Collecting of information about the visitors; socio-
demographic, company specific data, reasons for the stand
visit, measures for the re-working.
? Method
Structured or unstructured resume of the contacts by the
exhibitor's staff at the stand.
? Assessment
A report is not taken from every conversation. Hectic
surroundings. Important information is partly forgotten.
Knowledge about the judgement of the fair presentation
and the exhibits aren't taken in general. Visitors who only
look around aren't included. Instrument has to be used in
any case. Makes re-working after the show easier.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Investigation of complex and individual questions about the
means and long-term effectiveness of the fair engagement
(distance of approx. 4 -6 weeks after the fair; or in the
long-term control area even later)
? Method
Verbal and written interviews with known stand visitors.
Interviews last approx. up to 20 minutes depending on
subject.
? Assessment
Expensive control and market research instrument.
Particularly psychographic aims are evaluated: Publicity of
the enterprise, recognition of logo, products, statements
concerning products, long-term change of the behaviour.
Sentimental values in comparison with competitors.
Advantages are to get to know reactions of the visitors referring to e.g. attitudes, opinions, image.
Comparison of reference groups (visitor-not visitor) is possible. Important method with regard to the
evaluation of the fair as a communication tool.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Improvement in the fair participation, particularly stand
service, effects of the fair participation on the daily work,
collecting of suggestions from conversations with
customers.
? Method
Structured interviews with the exhibitor's staff at the stand
during but also immediately after the fair.
? Assessment
Cost-effective instrument. Experiences are documented
and made useable for the coming events. Problem:
Interviews with the exhibitor's staff are neglected as there
isn’t any immediate use.
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VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Efficiency check of the invitation campaign (direct
mailings).
? Method
Documentation of the reactions to the invitations: Answers,
reactions to second mailing and telephone contacts,
accepted invitations at the booth.
? Assessment
A cost-effective instrument. The results can be used for a
differentiated re-working of the visitors. Visitors met at the
booth have to be treated differently than customers who
haven't accepted the invitation.
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Ravensburg, Germany 106
VI. Evaluation of Participation
A. Importance of Evaluation
? Objective
Check and comparison of the composition of the customers
at the booth.
? Method
Comparison of the structure data of the visitors raised by
the organizer with the data investigated by the exhibitor.
Visitor interviews necessary, at least to get the right
structure data.
? Assessment
Evaluation of the segment specific range of the trade fair is
possible. Accessibility of the target group can be tested.
Problem: Structure data of the organizer and those from
the exhibitor are sometimes not suitable. The value
remains restricted: Important structure data are missing as
not all relevant data are investigated. Data aren't available
for every trade fair.
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Ravensburg, Germany 107
VI. Evaluation of Participation
B. Efficiency Assessment58)
The planned budget has to be checked as well. Deviations have to be identified and to be analyzed.
On the basis of the budget check some coefficients can be measured to compare participation in different
trade shows or to evaluate the annual participation in one show.
During the budget check the planned and actual costs are
compared. The target-performance comparison of the costs gets
informative if all costs (e.g. invoice figures, imputed costs) have
been accounted for the project.
The budget check contains the deviation analysis and the
calculation of characteristics.
First of all the deviations are identified. The exhibition manager has to ask what are the reasons for the
differences between planned and actual costs.
The characteristics calculated for one or, even better, for several (comparable) shows, prove the efficiency of
the participation.
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University of Cooperative Education
Ravensburg, Germany 108
VI. Evaluation of Participation
B. Efficiency Assessment59)
Planned costs € Actual costs € Deviation €
Rental of stand 6.200 6.200 0
Power Supply 600 650 50
Other basic costs 1.250 1.290 40
Construction 8.450 12.100 3.650
Equipment 1.800 1.860 60
Design 1.900 2.300 400
Depreciation 600 600 0
Stand Service 1.750 1.750 0
Communication 2.200 2.350 150
Transport 1.300 1.300 0
Waste disposal 50 50 0
Personnel costs 5.350 6.000 650
Travel costs 3.100 3.300 200
Other costs 1.850 1.900 50
TOTAL 36.400 41.650 5.250
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Ravensburg, Germany 109
VI. Evaluation of Participation
B. Efficiency Assessment
The reasons could be:
1. Construction (3.650; 42%); Design (400; 21 %); Equipment (60; 3,3%).
The exhibitor decided to improve the stand construction and design shortly before the trade show.
Therefore the costs increased. However, the stand was more attractive; more visitors came than
expected; therefore the communication costs rose as well (+150; 6,8%).
2. Personnel costs (650, 12,1%). Because of the improved communication at the stand more personnel
was needed. External staff was hired to manage the increased number of visitors.
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Ravensburg, Germany 110
VI. Evaluation of Participation
B. Efficiency Assessment
? Objective
Comparison of the participation in different trade fairs, but also comparison with alternative marketing
instruments with regard to cost-benefit relations
? Method
Recording of different data from different sources: Turnovers, costs, marginal contributions from the
accountancy, visitor statistics, visitor records.
? Assessment
Suitable proceedings to check profitability of fair participations. Expensive data elevation necessary.
Interpretation of the results difficult. Continuous recording of the data over several trade fair periods
necessary.
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Ravensburg, Germany 111
VI. Evaluation of Participation
B. Efficiency Assessment
Trade fair coefficient I
? The exhibitor wants to know how much turnover has been
initiated by the trade show participation.
? Assuming a turnover at the fair of 125.000 € and costs of
41.650 € each 1.000 € have produced a turnover of 3001 €,
or each € spent at the trade show has led to 3 €
turnover.
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Ravensburg, Germany 112
VI. Evaluation of Participation
B. Efficiency Assessment
Trade fair coefficient II
? Trade shows have become communication platforms.
Therefore most of the contracts are completed after the
show. It makes sense to assign the turnovers realized at
the show, and several months after, to the participation.
However, there are some interface problems. If the above
proposed calculation is always done in the same way
different trade shows become comparable.
? Assuming turnovers at the fair, and four months later, of
380.00 € and costs of 41.650 € each 1.000 € have
produced a turnover of 9123 € , or each € spent at the
trade show has led to 9 € turnover.
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Ravensburg, Germany 113
VI. Evaluation of Participation
B. Efficiency Assessment
Trade fair coefficient III
? To get to know more information about the importance of
the marketing instrument “Trade show participation” and
its relevance for the turnover of the company the
coefficient III has to be calculated.
? Assumed an annual turnover of the company of 1.520.000 €
and costs of totally 208.250 € (five trade shows) each
1.00 € have produced a turnover of 7298 €, or each €
spent at the trade shows has led to 7,3 € turnover.
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Ravensburg, Germany 114
VI. Evaluation of Participation
B. Efficiency Assessment
Costs per visitor
? The profitibility of the participation is documented by the
coefficient “Costs per visitor”. How much money has to be
spent to get contacts to potential customers.
? Assuming that 260 visitors have visited the booth of the
company and costs of 41.650 € have arisen the costs for
each visitor are 160 €. This figure can be compared with
the costs for field service, direct mailing or advertisement.
? To get more informative figures it is possible to divide the
visitors into different groups: Professional, new, foreign
visitors; Management, customers with completed contracts.
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Ravensburg, Germany 115
VII. Summary
Modern trade shows have developed from a long historical tradition, which mainly influenced the economic rise
of modern Europe and increase of trade between Europe and the East.60)
Todays trade shows
? Are a powerful marketing-tool;
? Represent themselves as information and sales platforms;
? Are important presentation instruments for special market segments;
? Initiate profits for exhibitors, visitors, organizers, service providers and the local economy.
Trade show participation
? Must be integrated into an overall marketing communications concept;
? Supporting tools must be adjusted;
? Trade show concept must reflect the company`s strategy.
Benefits
? High attention, not only by the target group but also by the media;
? Remarkable number of contacts with target group at relatively low costs;
? Efficient tool to realize Customer Relationship Marketing (CRM);
? Experience with trade shows help to improve and ensure maximum return on investment.
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VII. Summary
Disadvantages of participations
? Relatively high expenditure;
? Practical utilisation of resources;
? Problem of limited availability of trade shows.
Future development
? Trade fairs still play an important role in marketing, and they will continue to do so in the future;
? Marketing tools, such as special events, exhibitions and conferences grow together;
? Expanding markets for trade fairs in Asia and other regions.
? The internet plays an important role for future trade fairs: Not as an alternative, but as a supporting
tool before, during, and after the trade fair.
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Fußnoten
Footnotes - Chapter I A:
1) Cf. Barnhart, Robert K, The Barnhart Dictionary of Etymology, London 1988, p. 366. See also: Waters, H.W.
History of Fairs and Expositions: Their Classification, Functions, and Values.(London, 1939).
2) Cf. Walter, Rolf, Wirtschaftgeschichte: Vom Merkantilismus bis zur Gegenwart, 3rd ed. Cologne 2000, p. 7.
3) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 11.
The terms exposition – exhibition – trade show and trade fair (also fair) are similar and used interchangeably
in this paper; as described by Meffert, an unambiguous disassociation is not possible, cf. Meffert, Heribert,
Grundlagen marktorientierter Unternehmensfuherung, Konzepte – Instrumente – Praxisbeispiele, 9th ed.,
Wiesbaden: Gabler, 2000 p. 741.
4) Luckhurst, Kenneth W, The Story of Exhibitions, London 1951, p. 9.
5) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 11. See also Findling, John E.
and Pelle, Kimberly D. (Eds.). Historical Dictionary of World’s Fairs and Expositions, 1851-1988, New York:
Greenwood Press 1990, XIX.
Footnotes - Chapter I B:
6) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 9.
7) Allwood, John, The Great Exhibitions, London 1977.
8) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 10f.
9) Anderson, Eleanor, The Expo Story, University of Toronto 1986.
10) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 14.
11) Cf. Morrow, Sandra L, The Art of the Show, Second Edition, Dallas 2002, p. 13. See also Stevens, Ruth,
Trade Show & Event Marketing: Plan, Promote & Profit.
Footnotes - Chapter II:
12) Cf. Ott, Hugo; Schaefer, Hermann (ed.), Wirtschafts-Ploetz, Die Wirtschaftsgeschichte zum Nachschlagen,
2nd ed., Freiburg: 1985. Concerning the Bristis history see the interesting link: www.stirbitch.com/cantab/
profiles/medieval_fairs.html
13) Especially Rouen, Saint-Denis, Troyes, Reims, Châlons-sur-Marne, Lagny, Provins were of importance. Cf.
Ott, Hugo; Schaefer, Hermann (ed.), Wirtschafts-Ploetz, Die Wirtschaftsgeschichte zum Nachschlagen, 2nd
ed., Freiburg: 1985, p. 93.
14) Cf. Sonntag, René, Trading under the trees: Be prepared to run for cover, www.archive.hoechst.com/
english_3er/publikationen/future/nyse/art4.html
15) Cf. Nordmeyer, Helmut, Frankfurt Trade Fairs, http://www.stadtgeschichte-ffm.de/download/chronik_3_e.
pdf (accessed 01.02.04).
16) Cf. Mathias, Peter; Polland, Sydney (ed.), The Cambridge Economic History of Europe, Volume III, The
industrial economies, Capital, labour, and enterprise, Cambridge 1989, p. 100.
Fußnoten
17) Cf. Rydell, Robert W.; Findling, John E; Pelle, Kimerly D., Fair America, World’s Fairs in the United States,
Washington, London 2000, pp. 14 – 45.
18) Grabbe, Orlin, History of the Euro, www.orlingrabbe.com/euro.htm, 1997
19) Cf. Rydell, Robert W., All the World's a Fair, University of Chicago Press 2002; Burton, L. Benedict, The
Antropology of World's Fairs, Scolar Press 1983
Fußnoten
Footnotes - Chapter III A:
20) Istituto di Economia e Gestione delle Imprese (IEGI, University Buccoini, Milano), 2004
21) Cf. Exhibition World, The Magazine for the Global Exhibition Community, London, September 2004, pp. 25.
See also: Crum, Rachelle 2003 Attendees and Exhibitors Help, Industry see the light, in: Trade Show Week
200 Analysis, Los Angeles 2004
22) Global Meeting Strategies, in: www.businessweek.com/adsections/2003/pdf/0343meetings.pdf
23) An example see: Klimecki, R. G., Nittbaur, G., Regionalwirtschaftliche und strategisch Analse der Messe
Friedrichshfen, Projektbericht, Konstanz, Friedrichshafen 1999
24) Further aspects concerning mega-events see Teigland, J. (1999, December). Mega-events and impacts on
tourism: The predictions and the realities of the Lillehammer Olympics. Impact Assessment and Project
Appraisal, 17(4), 305-317. See also Ritchie, J.R.B., & Smith, B.H. (1991, Summer). The impact of a mega-
event on host region awareness: A longitudinal study. Journal of Travel Research, 30, 3-10.
Footnotes - Chapter III B:
25) Cf. Spryss, Wolf M. Spryss, Messe Institut, Laubenheim 2004
26) Cf. Spryss, Wolf M. Spryss, Messe Institut, Laubenheim 2004
27) Cf. Kerin, Roger A. and William L. Cron. 1987. "Assessing Trade Show Functions and Performance: An
Exploratory Study." Journal of Marketing 51 (July): 87-94.
28) Cf. Küffner, Georg, Mortsiefer, Joachim, Messeplatz Europa. Messen als Bestandteil des betrieblichen
Marketings, Frankfurt 1990, p. 18]
29) Cf. Ueding, Ralf, Management von Messebeteiligungen – Bericht auf der Basis einer empirischen
Untersuchung, in: Meffert, H.; Backhaus, K. (ed.), Messemarketing im Wandel – Status quo und Perspektiven,
Muenster 1997, pp. 34.
Footnotes - Chapter III C:
30) Cf. Anonymous, Trade Fairs and Trade Fair Visitors in Germany, Hamburg 1992, pp. 126 -131.
31) Center for Exhibition Research, in: Montgomery / Strick p. 155.
Footnotes - Chapter III D:
31) Cf. Anderson, E. Transaction Cost Analysis and Marketing, Transaction Cost Economics and beyond,
Boston , 1996
32) Cf. Unger-Firnhaber, Anne E., Pull Strategies for Parts and Components Suppliers in Business to Business
Markets, Dissertation, Sank Gallen 1996
33) Cf. Unger-Firnhaber, Anne E., Pull Strategies for Parts and Components Suppliers in Business to Business
Markets, Dissertation, Sank Gallen 1996
Fußnoten
Footnotes - Chapter IV A:
34) To get further information about UFI use www.ufi.org
Footnotes - Chapter IV B:
35) Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason , Ohio :
South-Western, 2002, p. 379.
36) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 317-330.
37) f. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 380-401.
38) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 331-356.
39) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 370-380.
40) Copyright. With permission of Rappenglitz, Munich
41) Mason , Ohio : South-Western, 2002, pp. 632-638.
42) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 641-643.
43) Cf. Goldblatt, Joe Jeff; Special Events, 2nd edition, John Wiley & Sons, New York et al. 1997, pp. 6-10.
44) Cf. Czinkota, Michael R.; Ronkainen, Ilkka. A, International Marketing, International Marketing, Mason ,
Ohio : South-Western, 2002, pp. 638-639
45) Cf. Goldblatt, Joe Jeff; Special Events, 3rd edition, John Wiley & Sons, New York et al. 2002, pp. 261-275.
46) Cf. Goldblatt, Joe Jeff; Special Events, 3rd edition, John Wiley & Sons, New York et al. 2002, pp. 275-276.
Fußnoten
Footnotes - Chapter V A:
47) Cf. Kijewski, Valerie, Eunsang Yoon and Gary Young. 1993. "How Exhibitors Select Trade Shows."
Industrial Marketing Management 22: 287-298.
For download see English version of Successful Trade Fair Pasrticipation: www.auma.de
Cf. Team Canada, Successful Interntional Trade Show Marketing, www.exportsource.ca
Footnotes - Chapter V B:
48) Cf. Ansoff, Harry Igor, Corporate Strategy, revised edition, Penguin, London , 1987.
49) Cf. Beier, Joerg, The Design Demands of Trade-Fair Architecture versus Commercial Calculation, in:
Schulte, Karin (ed.), Temporay Buildings, Stuttgart 1997, p. 227.
Footnotes - Chapter V C:
50) Cf. Ausstellungs-und Messeausschuss der deutschen Wirtschaft e.V. (AUMA), Erfolgreiche
Messebeteiligung, Berlin 2002.
See also: Gopalakrishna Srinath and Jerome D. Williams. 1992. "Planning and Performance Assessment of
Industrial Trade Shows: An Exploratory Study." International Journal of Research in Marketing 9: p. 207-224.
51) Cf. Meffert, Heribert, Ziel- und Nutzenorientierung als Postulat einer effizienten Messebeteiligung, in:
Manfred Kirchgeorg et al., Handbuch Messemanagement, Wiesbaden 2003, p. 1145-1161.
See also Cavanaugh, Suzette. 1976. "Setting Objectives and Evaluating the Effectiveness of Trade Show
Exhibits." Journal of Marketing 40: 100-103. Sharland, Alex and Peter Balogh. 1996. "The Value of Nonselling
Activities at International Trade Shows." Industrial Marketing Management 25: 59-66.
Footnotes - Chapter V D:
52) Cf. Schulte, Karin (ed.), Temporay Buildings: The Trad Fair Stand as a Conceptual Challenge, Stuttgart
2000.
Footnotes - Chapter V E:
53) Cf. Rosson, Philip, J. and F.H.Rolf Seringhaus. 1995. "Visitor and Exhibitor Interaction at Industrial
Trade Fairs." Journal of Business Research 32: 81-90.
54) Cf. Stevens, Ruth, Trade Show & Event Marketing: Plan, Pomote & Pofit, South-Western Educational
Publishing, 2005.
See also: Christman, Christine, The Complete Handbook of Profitable Trade Show Exhibiting, Prentice Hall
Trade, 1991.
Footnotes - Chapter V F:
55) Cf. Tarlow, P. Event Risk Management and Savety, New York 2002.
Fußnoten
Footnotes - Chapter VI A:
56) Cf. Kerin, Roger A. and William L. Cron. 1987. "Assessing Trade Show Functions and Performance:
An Exploratory Study." Journal of Marketing 51 (July): 87-94.
57) Cf. Meffert, Heribert, Ziele und Nutzen von Messebeteiligungen, in: AUMA Edition Nr. 4, Bergisch Gladbach
1996. See also: Morrow, Sandra, The Art of the Show, (2nd edn.), Dallas 2002.
Footnotes - Chapter VI B:
58) Cf. Meffert, Heribert, Ziele und Nutzen von Messebeteiligungen, in: AUMA Edition Nr. 4, Bergisch Gladbach
1996.
See also: Morrow, Sandra, The Art of the Show, (2nd edn.), Dallas 2002.
Seringhaus, F.H. Rolf and Philip J. Rosson. 1998. "Management and Performance of International Trade Fair
Exhibitors: Government Stands vs Independent Stands." International Marketing Review 15 (No. 5): 394-412.
59) Cf. Lilien, Gary L. 1983. "A Descriptive Model of the Trade Show Budgeting Decision Process." Industrial
Marketing Management 12: 25-29.
Footnotes - Chapter VII:
60) Cf. Robbe, D., Expositions and Trade Shows, Canada: Wiley 2000
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