Decision-making competence at trade fairs

The Internet can't do that: build trust face to face, shake hands, have a coffee together, make decisions, finally seal a contract. The trust bank at trade shows has a high account balance: 58 percent of trade visitors to international and national trade shows in Germany have a decisive or co-decisive influence on purchasing and procurement decisions. According to surveys, another 20 percent or so have at least an advisory influence. (Image above: The world's largest environmental technology trade fair, IFAT, in Munich. It will next be held from May 4 to 8, 2020).

Anyone planning trade show participation needs reliable data on the quality of individual trade shows. The source for this is the certified trade fair data from the Society for Voluntary Control of Fair and Exhibition Statistics FKM, which is included in the FKM annual report for 2018.

On the occasion of the publication of the annual report, FKM Chairman Klaus Dittrich explained: "In very few cases do exhibitors make emotional decisions about trade fair participation. What counts here is reliable data on trade show quality. That's why we have the FKM in Germany."

Last year, a total of 46 German organizers organized in the FKM had 191 trade fairs certified by the auditing company Ernst & Young. In addition to the basic data such as number of exhibitors, stand area and number of visitors, differentiated according to domestic and foreign countries, the FKM provides data for 141 trade fairs on the structure of trade or private visitors, such as regional origin, influence in procurement decisions or professional status. The core of each FKM certification is the basic data exhibitor, exhibitor stand area and number of visitor admissions, each differentiated according to domestic and foreign countries. 

The trade visitor surveys provide information in particular about the visitors' field of activity, their branch of industry and regional origin. Private visitor surveys provide information, for example, on regional origin, occupational status, and purchasing and ordering activity.

In addition to the German shareholders, the two foreign guest members, Messe Verona and the Hong Kong Trade Development Council, have had 20 trade fairs certified.