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44 POLISH EXHIBITION MARKET IN 2007 Draw. 8. Level of preparation for trade fairs and the character of participation in trade fairs Source: authors on the basis of structured interviews Draw. 9. Level of preparation for trade fairs and the frequency of participation in trade fairs Source: authors on the basis of structured interviews Draw. 10. Level of preparation for trade fairs and the distance covered Source: authors on the basis of structured interviews Poorly-prepared Prepared Well-prepared Very well-prepared professional private Poorly-prepared Prepared Well-prepared Very well-prepared once a year twice a year 3-4 times a year 5 and more times a year Poorly-prepared Prepared Well-prepared Very well-prepared I’m from Poznań up to 100 km 101 km 300 km 301 km 500 km over 500 km
Draw. 11. Level of preparation for trade fairs and the time devoted to the visit Source: authors on the basis of structured interviews � people poorly prepared for the visit spend less time at the fair than those, who spend more time on preparations before the fair, � the longer distance has to be covered by visitors, the better their preparation is. The presented results show strong diversifi cation of visitors at B2B trade fairs. However, it is possible to fi nd some similarities and relations. The awareness of the above and the knowledge of characteristics of trade fair visitors is the key to learning their preferences, which will allow for adjusting company activities to the needs of this group. Poorly-prepared Prepared Well-prepared Very well-prepared up to 4 hours 4-6 hours more less whole day A happy client is a loyal client, i.e. the client who recommends your company to other players on the market. Grzegorz Leszczyński PhD Marek Zieliński PhD Department of Marketing Strategies Poznan University of Economics Trade Fair Analysis Center III. TRADE FAIR MARKETING. RESEARCH more than one day NOTES 1 G. Leszczyński, P. Kwiatek, M. Zieliński, Trade Fairs Exhibitors Communication Excellence, in: Proceedings of the 14th Annual Marketing and Business Strategies for Central & Eastern Europe, Vienna University of Economics and Business Administration, Vienna 2006, p. 135 2 Ph. Kreindler, G. Rajguru, What B2B Customers Really Expect? Harvard Business Review, April 2006 3 Exhibition / Fairs Visitor Survey Report, Centrex 2003-2004 4 Informationsverhalten von Fachbesuchern auf Messen, Ausstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e.V., Berlin, 2003 5 P. Rosson, R. Seringhaus, Visitor and Exhibitor interaction at industrial trade fairs, Journal of Business Research 32, 1995 45
Page 1 and 2: Report of Polish Chamber of Exhibit
Page 3 and 4: Report of Polish Chamber of Exhibit
Page 5 and 6: Dear Friends! Although the exhibiti
Page 7 and 8: economic situation, trade fairs con
Page 9 and 10: Name of trade fair Trade fair organ
Page 17 and 18: FOURTH YEAR ON THE PATH OF DEVELOPM
Page 19 and 20: Ranking of trade fair organizers ac
Page 21 and 22: Ranking of trade fairs according to
Page 23 and 24: limits, with the exclusion of local
Page 25 and 26: EXHIBITION AND CONFERENCE VENUES IN
Page 27 and 28: anniversary of its founding. Furthe
Page 29 and 30: Table 1. Arrivals on business as co
Page 31 and 32: mous names. It is hard to mention t
Page 33 and 34: CRITERIA OF SELECTING APPROPRIATE T
Page 35 and 36: TRADE FAIR EDUCATION AT TERTIARY IN
Page 37 and 38: CONGRESSES AND CONFERENCES AS A NEW
Page 39 and 40: Table 1. Trade fair conferences in
Page 41 and 42: VISITORS AT B2B FAIRS Trade fair or
Page 43: Table 1. Sample structure according
Page 47 and 48: MEMBERS OF POLISH CHAMBER OF EXHIBI
Page 49 and 50: Co-operation abroad with renowned f
Page 51 and 52: stands (with furniture and a wide r
Page 53 and 54: of banquets. The company operates t
Page 55 and 56: gle and double rooms with the acces
Page 57 and 58: Yacht-Expo sp. z o. o. ul. Senators
Page 59: HONORARY MEMBERS OF POLISH CHAMBER

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