Fair success controlling for exhibitors.

Fairs are a very complex, but extremely effective marketing tool – provided your potential is properly exploited. There is hardly another communication platform that offers such varied presentation options and addresses so many emotional and rational needs. Fairs provide your company with the opportunity of providing targeted information about products and services, charging  target groups with emotions and initiating purchase impulses.

We develop effectiveness analyses individually tailored to your needs, with whose help you can systematically measure and optimise your fair success.

 

GOALS

  • Optimal alignment of the exhibition stand concept to the needs of the stand visitors (stand layout, product presentation and information offerings)
  • The experience effect of your fair presentation and the emotional consolidation of your core brand values among your target groups
  • Enhancement of your stand visitors’ readiness to buy and invest
  • Investigation of the service quality and advisory competence of your fair personnel and the best possible selection, deployment planning and training of your staff
  • Measurement of the contact performance (number of your stand visitors overall) and the contact structure (Were the desired target groups on your exhibition stand?)

 

STUDY CONTENTS

  • Communication of information:
    Which products, themes and messages can the stand visitors remember in the long term? How do the stand visitors assess the type of product presentation?
  • Image impact:
    To what extent does the fair presentation reflect your brand image? How is the brand fit – does your fair concept match your image as a company? Which emotions does your fair presentation evoke in the stand visitors?
  • Purchase impulses:
    How positive is the effect of the fair presentation on the readiness to buy and invest among your target group? Which products and solutions are the stand visitors most interested in?
  • Return on investment:
    Is the fair presentation worthwhile? What is the relation between the costs and the sales impulses achieved and the interest of the visitors in purchasing?
  • Competitor analysis:
    How is your fair presentation perceived and rated in comparison with that of the competitors? In which areas (product, advice, service, image) do your competitors come off better?
  • Fair personnel:
    How satisfied is your audience with the support and advice they receive on the stand? Does your fair personnel show sufficient initiative? How competent, friendly and customer-oriented is the fair personnel perceived?
  • Exhibition stand concept:
    How do the stand visitors rate your fair presentation in regard to clarity, design, interactive features etc.? What exactly do the visitors do on your stand, in which areas do they spend their time, what information do they obtain?
  • Visitor structure:
    How many visitor contacts could you register? To what extent did you succeed in addressing initial contacts or potentially new customers? Were the target groups you aimed for on your exhibition stand?

 

INSTRUMENTS
FairControl applies study designs for evaluating your fair presentation, which are individually matched to your needs. Our fair success controlling instruments:

  • Survey of stand visitors
  • Flash reports (brief evaluation of the stand visitor survey during the fair itself)
  • Visual Audits (stand analysis and competitor analysis from a neutral expert perspective)
  • Visitor count
  • Routing analysis for objective determination of visitor routes on the exhibition stand
  • Mystery visits for objective investigation of the advisory competence of your fair personnel
  • Benchmarking

 

Please do not hesitate to contact us for any individual inquiry: Contact