transport logistic // 10 steps for guaranteed success at trade fairs
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MONITORING SUCCESS<br />
1 0 2 0 30 40 5 0 60 70 8 0 9 0 <strong>10</strong>0<br />
OVERVIEW <strong>10</strong> STEPS<br />
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Do you want to improve each time you appear <strong>at</strong> a <strong>trade</strong> fair? Then do not leave this to chance.<br />
Analyse wh<strong>at</strong> objectives you have achieved, and to wh<strong>at</strong> extent you have achieved these. Only<br />
in this way you can continually optimise your activities <strong>at</strong> <strong>trade</strong> <strong>fairs</strong> and continue to build upon<br />
your <strong>success</strong>.<br />
Trade fair contacts are the measure of your<br />
<strong>success</strong>.<br />
KEY QUESTIONS<br />
How do I know if I was <strong>success</strong>ful?<br />
Evalu<strong>at</strong>ion of your <strong>trade</strong> fair contacts is surely one of the most important sources of in<strong>for</strong>m<strong>at</strong>ion. The<br />
document<strong>at</strong>ion of your meetings gives you precise in<strong>for</strong>m<strong>at</strong>ion on the number and quality of meetings<br />
<strong>at</strong> your stand. But passive contacts are also to be judged as a <strong>success</strong>. Anyone who was aware of you<br />
<strong>at</strong> the <strong>trade</strong> fair and how they became aware of you can be determined through visitor surveys.<br />
Further important consider<strong>at</strong>ions are the rel<strong>at</strong>ion between <strong>trade</strong> fair visitors overall and your active<br />
contacts, the number of contacts per stand employee or also the number of contacts per target group.<br />
Where can I compare my results?<br />
Reliable indic<strong>at</strong>ions of the <strong>success</strong> of your marketing instruments can only be obtained after<br />
continuous document<strong>at</strong>ion of results over many years. Further <strong>at</strong>tendance in<strong>for</strong>m<strong>at</strong>ion can be obtained<br />
through d<strong>at</strong>a from your <strong>trade</strong> fair organiser.<br />
Wh<strong>at</strong> ultim<strong>at</strong>ely counts is the quality of your contacts.<br />
Differenti<strong>at</strong>e between customers, interested parties and other<br />
target groups as well as the potential of the respective visitor.<br />
When measuring the <strong>success</strong>, refer to your fixed <strong>trade</strong> fair<br />
objectives. In doing so, think about the fact th<strong>at</strong> <strong>trade</strong> <strong>fairs</strong> have<br />
a long-term effect and in addition to gener<strong>at</strong>ing contacts and<br />
revenues, there are many further advantages such as building the<br />
image or increasing awareness.<br />
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How can I measure my results?<br />
Consider your results alongside your <strong>trade</strong> fair objectives. Thus factors such as how, and to wh<strong>at</strong> extent<br />
your results can be achieved are included in the planning stage. In addition, market research measures<br />
undertaken during the <strong>trade</strong> fair can be used to obtain reliable in<strong>for</strong>m<strong>at</strong>ion on the achievement of the<br />
<strong>trade</strong> fair objectives. With visitor surveys on site or online, you can gauge the impact made by your<br />
present<strong>at</strong>ion, the level of visitors‘ s<strong>at</strong>isfaction with meetings and visitors‘ willingness to invest. “Mystery<br />
visits“ visits to analyse the service quality and benchmark analyses to test your stand design – also in<br />
comparison to your competitors – are other effective instruments.<br />
SELECTED KEY FIGURES AND<br />
METHODS OF MEASUREMENT<br />
Number of meetings – evalu<strong>at</strong>ion of meeting <strong>for</strong>ms<br />
Quality of meetings – evalu<strong>at</strong>ion of meeting <strong>for</strong>ms<br />
Meetings per employee – evalu<strong>at</strong>ion of meeting <strong>for</strong>ms<br />
Number of stand visitors – counting visitors<br />
Overall s<strong>at</strong>isfaction of stand visitors – visitor survey<br />
Stand employees using their initi<strong>at</strong>ive to strike up meetings<br />
– “mystery visits“<br />
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