drinktec 2021 // 10 Steps for guaranteed success at trade fairs

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MONITORING SUCCESS Do you want to improve each time you appear at a trade fair? Then do not leave this to chance. Analyse what objectives you have achieved, and to what extent you have achieved these. Only in this way you can continually optimise your activities at trade fairs and continue to build upon your success. KEY QUESTIONS How do I know if I was successful? Evaluation of your trade fair contacts is surely one of the most important sources of information. The documentation of your meetings gives you precise information on the number and quality of meetings at your stand. But passive contacts are also to be judged as a success. Anyone who was aware of you at the trade fair and how they became aware of you can be determined through visitor surveys. Further important considerations are the relation between trade fair visitors overall and your active contacts, the number of contacts per stand employee or also the number of contacts per target group. Where can I compare my results? Reliable indications of the success of your marketing instruments can only be obtained after continuous documentation of results over many years. Further attendance information can be obtained through data from your trade fair organiser. How can I measure my results? Consider your results alongside your trade fair objectives. Thus factors such as how, and to what extent your results can be achieved are included in the planning stage. In addition, market research measures undertaken during the trade fair can be used to obtain reliable information on the achievement of the trade fair objectives. With visitor surveys on site or online, you can gauge the impact made by your presentation, the level of visitors‘ satisfaction with meetings and visitors‘ willingness to invest. “Mystery visits“ visits to analyse the service quality and benchmark analyses to test your stand design – also in comparison to your competitors – are other effective instruments. 26
1 0 2 0 30 40 5 0 60 70 8 0 9 0 100 OVERVIEW 10 STEPS % Trade fair contacts are the measure of your success. What ultimately counts is the quality of your contacts. Differentiate between customers, interested parties and other target groups as well as the potential of the respective visitor. When measuring the success, refer to your fixed trade fair objectives. In doing so, think about the fact that trade fairs have a long-term effect and in addition to generating contacts and revenues, there are many further advantages such as building the image or increasing awareness. SELECTED KEY FIGURES AND METHODS OF MEASUREMENT Number of meetings – evaluation of meeting forms Quality of meetings – evaluation of meeting forms Meetings per employee – evaluation of meeting forms Number of stand visitors – counting visitors Overall satisfaction of stand visitors – visitor survey Stand employees using their initiative to strike up meetings – “mystery visits“ 27
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drinktec 2021 // 10 Steps for guaranteed success at trade fairs

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