This document discusses the importance of surveys for Trade Fairs Brno's marketing efforts. It provides examples of quantitative and qualitative surveys conducted, including regular surveys of visitors and exhibitors to gather data on demographics, motivations, satisfaction, and perceptions. A brand image survey found the Brno Exhibition Centre is the most widely known in the Czech Republic and that the new logo is perceived positively. Additional surveys examined the economic effects of trade fairs and their effectiveness compared to other communication methods. The document emphasizes that well-designed surveys can provide strategic information when used as an investment rather than expense.
1. Importance of surveys /not only/
for Trade Fairs Brno marketing
Experiences of exhibition research and its relevance to
changes in exhibition development
Lucie Zumrová, Trade Fairs Brno
10.03.2006
3. 3
n Why do we need surveys
n Practical examples of surveys for Trade Fairs
Brno
Contents
4. 4
n Marketing research and surveying is
continuous identification, gathering,
analysing, and evaluation of information that
relate to a certain problem, which is faced by
the company.
Kotler, Philip: Marketing ManagementKotler, Philip: Marketing Management
A little bit of theory …
5. 5
Marketing surveys:
information for all
visitor
Marketing surveys
Survey
commissioner
= organiser /
owner
exhibitor journalist
Broad public (lay / professional)
6. 6
What sort of data are provided by
surveys? (1)
n ARGUMENTS FOR:
l Visitors
l Exhibitors, professional associations,
institutions
l Media
l Municipality
l Region inhabitants
n DATA / INFORMATION FOR:
l Management decision-making
l Press releases, recruitment documentation, PR
7. 7
What sort of data are provided by
surveys? (2)
n FEEDBACK on:
l Importance of trade fairs for individual target
groups
l The evaluation of their trade fair participation
l Evaluation of quality of the given fair
l Corporate image
l Quality/structure of the communication campaign
9. 9
What are we looking for?
REGULAR SURVEYS
n Quantitative surveys between visitors and exhibitors
during trade fairs
n Qualitative surveys between exhibitors during trade fairs
AD HOC
n Survey of image / Localisation of the fairs
n Contribution of Trade Fairs Brno for the region
n Impact of trade fairs
n Definition of barriers of passive participation of the non-
exhibitors and non-visitors and their potential motivation
n Surveys of catering, parking, implementation of new
projects, etc.
11. 11
Basic data
n Survey among visitors and exhibitors is carried
out upon standard methodology since 2001
n Till 2005 there were carried out:
l total about 50.000 interviews with visitors and 15.000
interviews with exhibitors
n Technique of data gathering: controlled interview
conducted according to a questionnaire using
formal and open questions
n Inquirers: students of economics and sociology
at Masaryk University Brno
n Annual summarisation: Overall analysis of
visitors and exhibitors
12. 12
Information about visitors
n Who visits the fair? STRUCTURESTRUCTURE
n information on visitor quality: demographic and psychological
type of the visitors, share of professionals, share of decision
makers, …
n Why are they coming to the fair? MOTIVATIONMOTIVATION
n main and secondary aims of the visit, media habits, where
they learn about the fair, motivation of participation, in what
fields they are interested
n Satisfaction FEEDBACKFEEDBACK
n how were the visitors satisfied, evaluation of participation,
perception of competitors
n Perception of presence of the fair and willingness to come
back next time
n how they see the future of the fair, motivation for future
participation / why they don‘t want to take part again
13. 13
Information on exhibitors
n Who exhibits at the fair? STRUCTURE
n Why are they exhibiting at the fair? MOTIVATION
n Satisfaction of exhibitors
FEEDBACK
n Perception of the future of the fair and
willingness to come back again
14. 14
Main goal of the exhibitors 2005
other goals
12%
presentation of
new products
10%
making
business
contracts
12%
seeking new
customers
18%
presentation of
company and
image
48%
Other goals: presentation of standard products, find out what is happening in the field, mapping
the competitors‘ products, mapping of prices in the field
Source: ESF MU – Surveys of exhibitors at Trade Fairs Brno events 2005
15. 15
Main goal of the visitors 2005
innovations and
trends
55%
products and
services
13%
spending
leisure time
9%
shopping
4%
business
meeting
4%
other goals
9%
business
contacts
6%
Other goals: prices, interest in companies, offering products, gain information on competitors
Source: ESF MU - Surveys of visitors at Trade Fairs Brno events 2005
16. 16
Finding: the goals of exhibitors
and visitors do not correspond
0
10
20
30
40
50
IMAGE BUSINESS INFORMATIONS
EXHIBITORS GOALS
Only 10 % of exhibitors
want to present new
products
%
0
10
20
30
40
50
60
70
80
INFORMATIONS -
above all
innovations
BUSINESS SPENDING
LEISURE TIME
VISITORS GOALS
17. 17
Qualitative surveys
n Selected fairs
n Selected segments / companies
n Specific topics / spheres
n Implementation: marketing department
19. 19
Další zjištěníBasic information about the survey
n Last survey was carried out by renowned
company STEM/MARK Prague in
November 2002
n The image survey is carried out
approximately once in 3 years
20. 20
Další zjištěníAim of the survey
n Describe the perception of the Trade Fairs
Brno Corporation after completed re-
structuring as seen by the broad public –
citizens and companies
n Find out about the intensity of realisation
of these changes
n Gain strategic information for further
communication campaign
21. 21
18%
15%
11%
9%
5%
1%
2%
6%
74%
25%
25%
23%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Brno Exhibition Centre
Exhibition Centre Prague Holešovice
Exhibition Centre Budweis
Exhibition Centre Litoměřice
Exhibition Centre Olomouc
Exhibition Centre Liberec
Exhibition Centre Ostrava
Exhibition Centre Prague Letňany
Exhibition Centre Pilsen
Exhibition Centre Lysá nad Labem
Exhibiton Centre Louny
other
don´t know
Spontanneous knowledge
of fairgrounds
The Brno Exhibition Centre
is definitely the most widely
known trade fair centre in
the Czech Republic
22. 22
Results of image survey
Vnímání nového loga
3,48
7,46
6,49
6,63
4,51
6,95
4,21
6,57
.
1 2 3 4 5 6 7 8 9 10
Veselé Smutné
Zastaralé Moderní
Všední Originální
Matoucí Srozumitelné
Výrazné Nevýrazné
Nezapamatovatelné Zapamatovatelné
Nápadité Nudné
Nelibí se mi Libí se mi
The logo is perceived as positive, modern, and easy-to-remember
Perception of new logo
bright
old-fashionedold-fashioned
ordinary
confusing
bold
hard-to-remember
inventive
don´t like it
sad
modern
original
easily comprehensible
dull
easy-to-remember
boring
like it
25. 25
Factum Invenio survey
n The main goal of the survey was to gain
information on the respondents‘ opinions
(inhabitants of Czech Republic, Brno,
Prague, and Central Bohemian Region) on
exhibitions and trade fairs and their
localisation within Czech Republic.
n Timing: 19.8. - 18.10.2005
n Size of the sample:
l Qualitative survey 46
l Regional survey 256/255/254
l Nation-wide survey 1013
l Survey of elites 10/10/10
26. 26
Trade fairs as a part of image
n Brno is perceived as a city of
trade fairs by almost nine of
ten inhabitants of Czech
Republic.
n Czech citizens think that the
expression „Brno – the City of
Trade Fairs“ is very good and
descriptive. With this
connection the citizens of
Brno are satisfied (96.5 %), as
well as citizens of Prague
(93.7 %)
n For Prague the characteristics
„Praha – the city of trade fais“
seems to be apt to a half of
the Czech citizens.
n Conclusion:
l the profile of Brno is based on trade fairs
l the image of Prague is based on other attributes
Považujete spojení "Brno/Praha - veletržní město" za výstižné?
21,8
62,5
27,8
27,0
34,7
5,9
11,7
1,7
4,0
2,9
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Praha
Brno
rozhodně ano spíše ano spíše ne rozhodně ne Neví, bez odpovědi
Do you consider the expression “Brno/Prague – city of trade fairs” as apt?
30. 30
n Key target: Find and quantify objective criteria documenting
the effectiveness/impact of the trade fair
n 1,150 respondents addressed during survey
n Survey term: 7. 6. 2003 – 5. 3. 2004
n Survey type: quantitative analysis (using qualitative methods)
n Surveyed sample: quota sample selection within the
fairgrounds
n Data collection method: face to face, questionnaires
containing scale items, semi-structured and open questions
n Survey was carried out at the fairs Autosalon 2003, MSV 2003,
Invex 2003, Sport life 2003, Styl-Kabo 2004, and Salima 2004
Survey of MAP CZECH and Trade
Fairs Brno
31. 31
Effectiveness of fairs & other
means of communication
n Time spent at the fair is almost 5 times longer than
time spent by reading press, and 55 times longer
than time spent by reading advertisements.
n The entire fair is viewed by 44 % of visitors. The
possibility of meeting with the communicated
message of a concrete client is more than double
than in specialised press.
n Spontaneous ability to equip the trade fair stands
is more than 6 times higher compared to
spontaneous ability of printed advertising. Trade
fairs have a higher success in creating
unconscious knowledge of, as well as follow-up
building of company image! It is therefore very
effective to use trade fairs in image campaigns.
32. 32
Effectiveness of the fair
… time spent with advertising
n Time spent at the fair is:
- 5 times higher than time spent reading press
- 55 times higher than time spent reading ads
Source: expoindex, MAP
33. 33
Effectiveness of the fair
… making a purchase
n Upon the visit to the fair, some of the presented products were
purchased by approx. 44 % of visitors.
n That is twice as much than in the case of printed ads in specialised
magazines and almost four times as much than ads in daily papers.
Source: expoindex, MAP
Purchases carried out upon the medium
daily papers journals-ads trade fair
34. 34
Effectiveness of the fair
… How will they remember you?
n Trade fair visitors who were able to recall the exhibitor upon
presenting a photograph of stand, were 6 times more successful
than the readers of press, who were able to recall the advertiser
upon the ad text.
Source: expoindex, MAP
press trade fair
35. 35
Let us summarise
… the key benefits of fairs
n High quality of impact – length and
intensity of contact with the media
n High spontaneous ability to equip
exhibitors
n High effectiveness of the fair in relation
to pro-purchasing behaviour
Higher effectiveness lies in higher
number of customers, in shorter time,
and in lower sales costs
37. 37
n One of the most important prerequisites of
good quality survey is well composed
questionnaire and survey scenario …
n … and good agency, which should provide
managerial summary, as well as commentaries
on the results, ideally continuing in the form of
consulting
n Important is also the co-ordination of surveys
from one place (marketing department)
n Survey costs should not represent expense,
but an INVESTMENT
n Necessary to use surveys for the improvement
of business
SURVEY IS A TOOL, NOT A DOGMA
