The acceptance of trade fairs in B2B marketing by companies is unbroken: more than a quarter (29%) of German exhibiting companies are planning to invest more money in trade fair participation in Germany and abroad in 2019 and 2020. 56% are planning to invest the same amount, with just 15% reducing expenditure.
Companies wishing to spend more money on trade fairs are primarily investing their money in the quality of the presentation, particularly the stand size, as confirmed by 43% of those surveyed. Of those wishing to spend less, individual trade fair participation is eliminated in the first instance (63%), but there is no priority given to reducing the quality of the existing stands.
Overall, in recent years trade fairs have continued to further expand their leading role in B2B marketing. 83% of exhibiting companies regard trade fairs as important or very important (2015: 81%). As a result, trade fairs are the second most important tool.
The AUMA Chairman, Walter Mennekes, made the following remarks about the MesseTrend 2019 results: “Digital media help support exhibitors and visitors in obtaining information and establishing initial contact. However, genuine trustful contact between the supplier and customer and the product test cannot be replaced by digital tools. As a result, money spent on trade fairs is a worthwhile investment.”