Fair market research for fair organisers

Fair organisers are confronted with a multitude of competing exhibition events worldwide. It is imperative to adapt to market developments, to recognise market opportunities early on, and to occupy niches successfully . This is based on information on the market, competing fairs and on exhibitors and visitors. FairControl supports you, as a fair organiser, identifying developments and changes in the trade fair market in good time, responding in conceptually appropriate ways and in successfully implementing fair strategies.

Goals

  • Enhancement of your customers’ satisfaction (exhibitors and visitors)
  • Optimal adaptation of the fair concept and the services offered to the requirements of your target groups
  • Provision of fair information for exhibitors, visitors and the press (e.g. FKM* structure data)
  • Optimisation of the range of services offered and the spatial layout of the fair (e.g. arrangement and equipment of the halls and exhibition areas, orientation and transportation options)
  • Extensive analysis of strengths and weakness compared with the competition, solution strategies for distinguishing your fair from the competition.

 

* FKM = Gesellschaft zur freiwilligen Kontrolle von Messe- und Ausstellungszahlen = Society for Voluntary Control of Fair and Exhibition Statistics

study contents

  • FKM structure data:
    How is the trade visitor structure characterised (company industry of the trade visitor, company size, decision-making powers, regional origin etc.) and private visitor structure (age, gender, occupation, household income etc.)?
  • Fair concept:
    How attractive is the thematic orientation of the fair from the perspective of the exhibitors and visitors?
  • Fair infrastructure:
    How satisfied are the exhibitors and visitors with the fair grounds (accessibility of the fair grounds, catering, parking situation etc.)?
  • Services offered for exhibitors:
    What services do the exhibitors expect from your fair? How satisfied are they with the technical support and advice from the fair? What advertising cooperation options with the fair do the exhibitors want?
  • Fair success from the exhibitor’s perspective:
    How do the exhibitors rate the success of their fair participation? How satisfied are they with the number of stand visitors, the number of technical conversations held, the quality of leads, the business generated by the fair etc.?

Instruments

The instruments we use in our fair organiser analyses include:

  • Survey of exhibitors
  • Survey of visitors
  • Flash reports (brief evaluation of the visitor and exhibitor survey during the fair itself)
  • Visitor frequency analysis and routing analysis for detailed investigation of the visitor routes on the fair grounds