13.12.2002 - München
Satisfied fair visitors: NFO Infratest analyses the image of German trade fair locations
Munich, December 13, 2002 – About 44 per cent of Germans visit trade fairs on a regular basis. About a quarter of them (27 per cent) do so because their jobs require it. Contrary to private visitors, these experts – among them above all managers – tend to visit always the same fairs. These are the results of a survey by NFO Infratest (Munich) in which about 46,000 people were inter-viewed nationwide in the fall of 2002. About 21,000 of the people interviewed were visitors of a trade fair, a quarter of them being experts.
While three years ago still 67 per cent of Germans could be identified as trade fair visitors, this figure decreased significantly to 44 per cent in 2002. It is also to be expected that the negative trend will continue because 29 per cent of visitors say that they intend to go less often to trade fairs in the future. Only four per cent are determined to go more often, 51 per cent want to visit trade fairs about as often as now, the rest of the people interviewed were unde-cided regarding this question.
Nevertheless, the marketing instrument “trade fair“ is still regarded as impor-tant: almost one third even believe that the role of trade fairs as market, in-formation and communication events will gain more importance.
12 German exhibition locations were assessed. On the scale of loyalty devel-oped by NFO Infratest, the cities assessed scored 64 points on average – this is in line with the results of most service industries in Germany. Compared to the previous study at the end of 1999, this figure is almost unchanged.
The index of NFO Infratest is based on four important criteria according to which visitors assess the exhibition centres most often visited by them. These criteria are: the overal impression of the trade fair city, the probability of rec-ommending the respective city as an exhibition centre, the probability of visit-ing other trade fairs in this city and the advantage the respective city has as a trade fair location compared to other cities.
In addition, NFO Infratest found further “success criteria“ for the loyalty of trade fair visitors. Especially important for an above-average assessment are the attractiveness of the host city and a wide range of trade fairs. The next important qualities concern the international acknowledgement of the hosted trade fairs, the numbers of exhibitors and visitors, the experience of the trade fair management, the presence of the most important exhibitors of a certain line of business and the accessibility of the exhibition site.
Rather unimportant features include the proximity of the exhibition site to the downtown area, the signposting to and at the exhibition site, the possibilites to get there via public transport, the capacity of the parking lots, short distances between points of interest, near shops, the quality of advertisements, the quality of catering services and the price-performance ratio.
One third of all interviewed trade fair visitors in Germany (34%) say that they are very satisfied and loyal, which means that they intend to come back to the cities where they visit trade fairs most often. Another third of the visitors are basically content, but they frequently compare the city where they visit trade fairs most often with other trade fair cities and, in addition, this group is also inclined to re-orient immediately if a more favorable opportunity presents it-self. One out of ten visitors is dissatisfied, but is nevertheless loyal towards the preferred trade fair. 24 per cent are very dissatisfied and do therefore not intend to return to the respective exhibition centres.
The TRI*M fair-loyalty-index is part of a global survey by NFO Infratest in the field of its "TRI*M Stakeholder Management Systems". TRI*M stands for Measuring, Managing and Monitoring. TRI*M by NFO Infratest is one of the leading instruments for analysis available to stakeholder management world-wide. For more than 550 companies and institutions worldwide it constantly measures, analyses and monitors: customer satisfaction (external as well as internal), commitment of employees, the satisfaction of suppliers, the loyalty of shareholders and also the satisfaction of trade fair participants.
NFO WorldGroup is one of the world’s leading providers of research-based marketing information and counsel. “Marketing Minds Specialising in Research”TM, NFO has facilitated Fortune 500 clients’ business decisions for more than 50 years by providing in-depth knowledge and understanding of consumers and brands through research. Their services include comprehensive counsel on market evaluation, product development, brand management, customer satisfaction, pricing, distribution and advertising effectiveness. NFO is a worldwide leader in Internet-based research and maintains one of the world’s largest interactive panel communities. They are one of The Interpublic Group of Companies (NYSE: IPG), and have majority-owned operations in 40 countries.
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