Step 4 – Selection and decision-making criteria

Selection and decision-making criteria

Selection and decision-making criteria

In order to make good use of trade fairs as part of the marketing mix a company must make certain choices. Initial preparations for a choice of trade fair can be carried out at one’s desk. A large number of criteria requiring systematic evaluation must be observed before making a final choice.

A statement such as “all our competitors are attending so we have to be there too” is an insufficient reason for taking part, as is “our customers want to see us there.” Both statements are worth taking seriously, but are no basis for such a far-reaching decision.

Selection criteria

  • Your situation and objectives correspond to the theme of the fair
  • Representative range of products
  • The company is able to address its relevant customer groups
  • The company is able to reach new target groups

Exhibition categories

Classification of exhibitions according to AUMA

Exhibitions in the AUMA category international show the main products and services of one or more branches of industry. They attract visitors from areas significantly beyound the local region. In general, 50 % of the visitors are from areas at least 100 km away and 20 % are from regions at least 300 km from the venue. These events attract additionally international attendance, i.e. a minimum of 10% of foreign exhibitiors and 5 % of trade visitors from abroad.

Exhibitions in the AUMA category national show the main products and services of one or more branches of industry. They attract visitors from areas significantly beyound the local region. In general, 50 % of the visitors are from areas at least 100 km away and 20 % are from regions at least 300 km from the venue.

Exhibitions in the AUMA category regional are attended mainly by visitors from the local region. In general, significantly more than 50 % of the visitors are from areas less than 100 km from the venue. They focus on products and services which may also originate from outside the local region.

 

Multi-sector exhibitions exhibit a representative and individually organised selection of products and services from a number of industries. Specialist exhibitions, such as those catering for specific industries and special interest events, focus on one or more branches of industry, manufacturing sectors or customer groups or on certain types of services. In terms of the visitors, they attract multi-sector exhibitions and specialist exhibitions may be regional, national or international events. Universal trade fairs, e.g. events that exhibit all types of products and services, no longer exist in Germany.

A distinction is also made between trade visitor oriented fairs, e.g. events which cater mainly or exclusively for trade visitors, and fairs which target the general public.

Evaluation and selection process

Evaluation and selection process

By analysing its own marketing activities, setting out its objectives and sorting trade fairs by category a company can already eliminate all those fairs which are not conducive to its objectives.

  • If a company’s focus is mainly on exports then even if a regional exhibition’s products are right this event will be out of the question.

  • A company selling building materials or equipment from southern Germany and aiming to trade or tap into the market in northern Germany should choose an event in the north.

  • If a company sells its products to mainly one group of customers then it must choose a trade fair which specifically targets that audience.

A company’s product must correspond to the theme of the trade fair and be listed in the organiser’s nomenclature. The relevant trade fair should address the audiences a company targets, preferably in high numbers

Selection of the right trade fairs

Analysis of the trade fair landscape

  • Topics
    • Nomenclatures
    • Target groups
    • Regional coverage area
  • Company’s objectives
  • Preselection
  • Visit to the fair

    Information sources

    Information sources

    Various publications by AUMA as well as the online AUMA database provide detailed information on German trade fairs.

    At www.auma.de detailed information can be found on trade fairs and exhibitions in Germany and abroad. It includes dates, the addresses of organisers, the products and services exhibited the exhibitor, floor space and visitor statistics of the last three events held, plus visitor breakdown statistics.

    The Society for Voluntary Control of Trade Fair and Exhibition Statistics (www.fkm.de) provides exhibitors and visitors with certified data on floor space, exhibitors, visitors and visitor statistics for individual events, the collection of which is subject to uniform rules.

    auma.de

    Exhibitor and visitor surveys

    Exhibitor and visitor surveys

    Visitor attendance figures indicate the level of attention the relevant products and services attract. However, visitor statistics provide a better picture of the quality of an event.

    Visitor surveys

    Exhibitions companies release trade visitor breakdowns conducted by independent market research organisations. Provided these surveys are conducted in accordance with the standards of the Society for Voluntary Control of Trade Fair and Exhibition Statistics (FKM) they are also published in the FKM report and can be found in the AUMA/FKM online database at www.auma.de or at www.fkm.de.

    Exhibitor surveys

    A survey is usually conducted to find out how successful exhibitors are at a fair and to obtain their impressions of the event. This analysis is available to every exhibitor and to anyone else interested in it.

    FKM visitor profile analysis