Trade shows are one of the most important instruments in the marketing mix. They serve – even in the digital age – as marketplaces where professional audiences can personally find more information on innovations and prices – especially for complex products and solutions like those found in the capital goods industry.
In its latest MesseTrend 2017, AUMA, the Association of the German Trade Fair Industry, has determined that for most of the exhibitors surveyed, exhibiting at trade shows is an integral part of their marketing mix. 28% described their trade fair appearance as the main instrument in their B2B communication. Furthermore, 46% stated that trade shows are just as important as other marketing tools.
There’s a good reason for this. In comparison to other forms of communication, trade fairs provide excellent results. Whether your goal is to make contacts, communicate your message, make deals, improve your image, network, or motivate your employees, appearing at a trade show is an effective way of achieving a large number of marketing goals in a short amount of time. At trade fairs, companies encounter an international audience of professionals and decision-makers with definite investment plans, making them the best place to make contacts and generate high-quality leads.
This is confirmed by the responses to other survey questions in AUMA’s MesseTrends 2017: 93% of exhibitors come with the clear intention of acquiring new customers. 96% would like to raise awareness for their company. Customer care and an excellent environment for presenting innovations were mentioned almost as frequently.
Added to this is the fact that through their diverse programs that include forums, congresses and special events, trade shows offer the perfect place to evaluate products and services, discuss strengths and weaknesses, and search for new trends. Valuable synergy effects and new partnerships frequently emerge out of this direct competitive environment.
What has the actual experience of exhibitors been like? What were their expectations? How did their reach their goals? Find out more in CeBIT's Success Stories