ASSESSING EFFECTIVENESS 473In order to be able to assess the eff ectiveness of trade fair participation, a number of
research methods can be applied.^29 During the course of the fair, the following research can
be carried out:z Counting the distributed information material (brochures etc.). Th is is a way to estimate the
interest in the company and its products and services, and is also a technique to evaluate
image-building objectives.
z Counting the number of passers-by and stand visitors. Th is may be used for diff erent objec-
tives. Possible counting mistakes may occur when certain people visit the stand more than
once to ask for additional information or aft er comparing other stands.
z Counting the number of personal contacts. Th is is especially appropriate when objectives
include sales leads and supporting new and current trade relations. Th e number of
contacts and the quality of those contacts (hot/medium/cold prospects) should be
distinguished.
z Analysis of visitor fl ows to the stand. Th rough time-lapse video registration it is possible to
observe and analyse behaviour and walk patterns of visitors during an entire exhibition day.
z Observing visitor behaviour. By observing stand visitors (where do they stop, what are they
looking at, etc?) it is possible to detect what visitors fi nd important and what is catching
their attention. Eye-camera tests and tachistoscope tests (described in Chapter 9 on
advertising research) are tools that are used for this kind of observational research.
z Questionnaires for stand visitors. Th is off ers all possible ways of measuring the eff ectiveness
for diff erent objectives such as evaluating pre-exhibition communications impact, stand
concept and response to informational and other needs, company image testing, etc.
However, on-stand face-to-face interviewing could be quite annoying for visitors (taking
up their time).Other analytical tools can be used to measure the eff ectiveness of an exhibition aft er the fair:z Questionnaires for stand visitors. Strengths and weaknesses, awareness and recall can be
tested, and suggestions for further exhibitions may result from this kind of research. Th is
implies that visitors’ personal data have been stored.
z Surveying stand personnel. Stand personnel can be interviewed about their perceptions of
the contacts with visitors. However, it is not easy to fi lter out their subjective assessments
of these contacts.
z Response analysis of sent invitations. How many of the invited people have visited the
stand? What were the reasons why invited people did not come to the stand?
z Sales returns. What are the sales results of the fair? Is the increase in return large enough,
compared with the objectives?
z Ratio analysis. Some ratios help to measure eff ectiveness of exhibitions:^30- Exhibition coeffi cient I = Value of transactions generated at the fair/Total fair costs
- Exhibition coeffi cient II = Yearly sales of the company/Yearly fair costs
- Visitor price = (Trade fair costs/Number of fair visitors) × 1000
- Stand contact price = Trade fair costs/Number of stand contacts
- Costs per stand worker^31 = Trade fair costs/Number of stand personnel
- Costs per m^2 = Trade fair costs/Amount of m^2
When an exhibitor wants to make comparisons with other marketing and communications
instruments over time, the next ratio^32 may be helpful:
Sales ef ciency quotient
Order administration c
a =
oosts on the trade fair
Order administration costtthrough
other sales channels or mediaM14_PELS3221_05_SE_C14.indd 473M14_PELS3221_05_SE_C14.indd 473 5/6/13 3:00 PM5/6/13 3:00 PM