474 CHAPTER 14 EXHIBITIONS AND TRADE FAIRSTh e fi rst condition to be able to measure eff ectiveness is the presence of quantitatively
defi ned concrete objectives. A study of 311 Belgian companies revealed that 27% of the
exhibition participants always set objectives before participating in exhibitions and trade
fairs; 29% hardly ever sets objectives; and 57% of all surveyed companies claim that they track
the eff ectiveness of the exhibitions in which they participate.^33
To conclude, trade show performance has traditionally been evaluated by outcome-based
measures such as diff erent sales-related activities (for instance, on-site sales and sales
immediately aft er the trade show). But, on the other hand, behaviour-based control systems
can also be used to evaluate participation in a trade fair. In a behaviour-based control system,
the process rather than simply the outcome is addressed. In this system, the stand personnel
are directed to perform behaviours that are part of the marketing strategy. Four behaviour-
based dimensions can be identifi ed:^34
z Information-gathering activities including all activities related to the collection of informa-
tion about competitors, customers, industry trends and new products at the trade show.
z Image-building activities related to building corporate image and reputation at the trade
show.
z Motivation activities directed at the motivation of company employees and customers.
z Relationship-building activities with established customers as well as new customers.Limitations of fairs and exhibitions
Th ere are a number of reasons why companies could have a negative attitude to participating
in trade fairs and exhibitions. Visitors are overwhelmed with lots of information during a short
period of time, and it is likely that communicating a message in this clutter will be ineff ective.
Competitors are easy to contact and comparisons are possible. It is likely that a client will fi nd
a better off er for his or her preferences at the fair; on the other hand, it is also possible to gain
new customers (ex-clients of competitors). Trade fairs are oft en hectic and exhibitions with a
high visitor number will only lead to very superfi cial contacts. Exhibitions are exhausting.
Weary visitors are diffi cult to contact and will not be very willing to buy. Half of the visitors
spend a maximum of 3–4 hours at an exhibition. Th e most frequently mentioned reason why
trade fairs are not chosen as a communications tool is the high cost. Low sales responses and
satisfaction about the current communications mix are also high-scoring reasons.^35Online trade shows
Although traditional trade shows still have advantages for companies that want to showcase
their products, online shows have emerged as an attractive option for those with audiences
that are too focused to justify the expenses of a real-world show. Recession, tight corporate
travel and marketing budgets, and terrorism have taken their toll on traditional exhibitions.
For instance, in 2002 attendance at trade shows fell by 2% and sales of exhibition space
declined by 5%. Meanwhile the popularity of online shows has been growing. Most of those
budgets would be spent on more specialised exhibits, smaller shows with targeted audiences
and refi ned messages. For instance, EE Times magazine was targeted at such an audience of
electronic engineers. In November 2002, the magazine moved its IP/System on Chip confer-
ence to cyberspace for the fi rst time. Using soft ware from the Israeli fi rm Unisfair, EE Times
created a website depicting a conference centre, complete with virtual visitors walking alongM14_PELS3221_05_SE_C14.indd 474M14_PELS3221_05_SE_C14.indd 474 5/6/13 3:00 PM5/6/13 3:00 PM