Salvation is sought in big presentations. Whether it is about image promotion, selling or customer relationship management, companies taking part in trade fairs aim to cover as many communication and distribution aspects as possible. Word has not yet got round that, in a business activity which does not exactly come cheap, less is often more. Only 40 % of the exhibitors polled by m+a report confine their exhibition appearance to just two or three goals, which they then pursue consistently. 60 % of these firms also make a point of setting out their trade show objectives in writing ahead of the event. Out of all the companies interviewed, one in every two does at least still pursue this policy.
 
Showcasing new products definitely takes priority at all exhibiting companies trade fair presentations (see chart). But at present only a third of exhibitors are looking to tap into new sales markets, with three-quarters aiming to promote their image. Strengthening ties with existing customers is also more important. So it is hardly surprising that regular clients are the number one target group for the trade show invitations sent out by all respondents. Prospectives are of relevance for 66 %. However, multipliers have lost ground: only 25 % of respondents specifically target the press, and only 18 % are interested in other multipliers.  inSight