No 2
Exhibitors focus on a wide range of marketing instruments
B2B exhibitors recognise trade fairs as the most important medium
17.2.2009 Companies who exhibit at business-to-business-events augment their marketing efforts with a wide range of other instruments. 83 % additionally focus on direct mail, 76 % also advertise in trade magazines, and 75 % employ a sales force or company representatives. However, an average of 40 % of the marketing budget is spent on trade fair participation, which represents the most important instrument in the B2B sector. These are the findings of a representative poll of 500 companies exhibiting at trade fairs. AUMA, the Association of the German Trade Fair Industry, had tasked TNS Emnid with this survey.
Besides taking part in trade fairs, companies who exhibit capital goods are particularly eager to communicate by other means. Almost all companies in this sector make simultaneous use of a number of instruments. Close to 90 % employ a sales force, 86 % conduct direct mailshots and 86 % also advertise in trade magazines. 63 % organise presentations at congresses, but only 38 % use the internet for sales and distribution.
Companies who exhibit consumer goods generally employ a far narrower range of instruments. Although 80 % conduct direct mailshots, only 68 % employ a sales force, and 64 % advertise in trade magazines. Notably, 58 % use the internet for sales and distribution. Thus companies who exhibit consumer goods often use trade fairs as their main marketing instrument. Overall however, results show that employing an ideal mix of marketing instruments usually forms the basis of a company's success.
Press contact:
Harald Koetter, phone: +49/30/24 000140, fax: +49/30/24 000340, email: h.koetter@auma.de
Veröffentlichung kostenfrei Beleg erbeten / Publication free File copy requested
Copyright © 2009 AUMA_ Ausstellungs und MesseAusschuss der Deutschen Wirtschaft e.V.Last update: 2/2009
