Kein Folientitel

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Market Research as platform for business
decisions Mirko Arend, Messe München CEFA
Workshop Zagreb 2006
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Agenda

• The market research circle
• Competitor analysis
• Potential analysis for exhibitors and visitors
• Visitors and exhibitors survey during the fair
• Quality management
• Presentation of results and recommendation

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The market research circle
Visitors and exhibitors survey during the fair
Quality Management Data collecting for claims
and complaints handling
Potential Analysis for exhibitors and visitors
FAIR
Presentation of results and recommendations
Competitor Analysis
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Competitor Analysis
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Overall picture of KPI (Key performance
indicators)
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SWOT A strategic concept for positioning trade
fairs
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Potential Analysis for exhibitors and visitors
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Potential analysis for visitors / calculation

• x exploitation b number of
  visitors y visitor forecast
• optimally with growth rate by 5 if
  xgt1, then y b1,05 if xlt1, then y bx
• optimally y xb
• realistically ambitious max (kx) 8 y
  kxb
• realistically if xgt2, then y
  2b if 1ltxlt2, then y xb if xlt1, then y
  b
• pessimistically with wastage by 10
  if x gt1.1, then y 0,9b if xlt1,1, then y b

exploitation
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Potential analysis an example
Development of number of visitors by effective
exploitation
Number in brackets is the forecast of the
relation of foreign countries
(56,9 )
optimal exploitation
above average exploitation
(50,9)
average exploitation
(47,1)
below average exploitation
(44,5)
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Results by countries
Italy
France
USA
Japan
China
Austria
Slovenia
Croatia
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Ranking of target countries
Germany 50
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Visitors and exhibitors surveys during the fair
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Methodology

• Questionnaire based (anonymous) evaluation of
  opinions and behaviours of visitors and
  exhibitors
• For visitors survey a random sample is used to
  get interviews and visitors interviews are done
  on each day of the fair
• Results of a visitor survey can be weighted by
  the data from the registration
• For exhibitors survey all exhibitors are asked,
  normally one day before the fair ends
• Visitors and exhibitors survey are done by an
  independent market research institute
  (tns-infratest) to ensure the anonymous character
  of the survey

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Most important contents and benefits of trade
fair surveys
Content
Benefits
Customer structure
Marketing

• Origin

• Concept (Frequency, duration, product ranges etc.)

• Size of company / stand

• Measures (Media planning, service range etc.)

• Sector / product range

• Quality of visitors

• Controlling (Level of knowledge about and
  benefits of product range, target groups and
  visitors structure etc.)

Customer behaviour

• Visited product areas / interests

PR

• Media patterns

• Press (especially concluding report, press
  conferences etc.)

• Visit to / participation in other professional
  trade fairs

• Advertising (especially exhibitors and visitors
  brochure)

Customer satisfaction and loyalty

• Assessment overall and of individual areas,
  service etc.

Statistics

• Repeat visit / participation

• Internal (Marketingcontrolling)

• Index of customer loyalty

• External (AUMA, UFI, Trade Fair calendar,
  Exhibitors)

Economic situation in the sector
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TRIM-Index for customer loyalty/ the most
important key performance indicator
TRIM Triple M Measuring, Monitoring, Managing

• Based on 4 questions within the questionnaire
• Customer Satisfaction
• Competitor comparison
• Intention to visit the or exhibit on the next
  fair
• Intention to recommend the fair to other people

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Quality Management Data collecting for claims
and complaints handling
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Basics of Quality Management
Quality management is an additional tool to
evaluate customer satisfaction of exhibitors
The project group gets a clear understanding
about which exhibitors have strong concerns und
which points are most critical from a exhibitors
perspective
With a personalized questionnaire each exhibitor
is asked about his recommendations for improving
the fair
Each exhibitor has the chance to write down his
claims and complaints concerning the fair
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Letter of introduction and questionnaire for the
Quality Management
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Selected results of Quality Management (example)
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Presentation of results and recommendations
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Presentation of market research results
Overall satisfaction

• Content
• Summary ( 1 3 slides)
• Results in depth (one slide per question)
• Recommendations ( 1- 2 slides)

Competitive Advantage