Facts. Whitepaper March 2019: Insights into Professional Trade Show Visitors at HANNOVER MESSE. Get new technology first

Transcription

1 10 Facts Whitepaper March 2019: Insights into Professional Trade Show Visitors at Get new technology first

2 CONTENTS BROAD RANGE OF TOPICS EXCELLENT RECRUITING OPPORTUNITIES 10 Professional visitors are the key to success at the trade show Become acquainted with prospective customers and partners. LARGE CONCEN- TRATION OF DECISION-MAKERS % CLEAR GOALS 6 SUCCESSFUL PROFILE 11 This whitepaper lists ten facts about professional trade show visitors to, reveals the figures that we base these insights on, and provides tips for your next appearance at the trade show. 3 BROAD INDUSTRY STRUCTURE RIGOROUS VISIT PLANNING 7 INTEREST IN TECHNOLOGICAL LEADERS These facts are based on representative surveys of professional visitors to 2018 which were carried out and evaluated by experts from Wissler & Partner, Trade Fair Marketing, Basel, and the IfaD Institut für angewandte Daten- 4 S 12 analyse GmbH, Hamburg. 10 facts we hope you will find them just as fascinating as we have! INTERNATIONAL AUDIENCE STRONG VISITOR LOYALTY 8 EXHIBITOR STATEMENTS CONTACT & INFO 13 5 E Facts Whitepaper March

3 FACT 1: LARGE CONCENTRATION OF DECISION-MAKERS Getting Down to Business 93.7 % Professional Trade Show Visitors Despite the broad range of topics and the strong presence of in public media, radio, and TV, the rate of professional trade visitors is high at 93.7 percent of all attendees. This clearly shows that doing business is at the fore. Eight out of ten visitors attend this major event out of professional interest. Two-thirds of attendees are involved in making investment decisions in their companies. 22 percent of those surveyed come to Hannover with concrete investment plans and this tendency is rising. Three-quarters of these investments are over 25,000 euros; one-quarter are at least a million. INSIGHT: Many exhibitors invite their entire network to Hannover. Trade fairs are the most effective platform to cultivate relationships, generate leads, and close business deals. 10 Facts Whitepaper March

4 FACT 2: BROAD INDUSTRY STRUCTURE All Industrial Sectors, All Sizes provides a platform for all companies no matter what the sector or size, as well as all professional fields. Utility companies & marketers, industrial power consumers and energy-intensive industrial plants, the automotive industry, product design engineers, and trade & logistics all meet here. The IT sector has also had a strong presence even before key topics from CEBIT were integrated. With 37 percent, the manufacturing sector has the most representatives, followed by the service industry and the power industry. 21 percent of attendees come from companies with more than 1,000 employees. INSIGHT: brings the core industrial sectors >> together at one location from drive engineering, automation, energy, R&D and industrial IT to subcontracting. This is the place where exhibitors cross the boundaries of technology and industry. 10 Facts Whitepaper March

5 FACT 3: INTERNATIONAL AUDIENCE Canada 1.4 % Europe 58.4 % USA 2.8 % Middle East 2.7 % Africa 0.9 % South, East & Central Asia 22.3 % South/ Central America 9.9 % An Event with Global Appeal Australia / Oceania 0.6 % The road to Hannover appears to be worth the effort: One third of all professional visitors come from outside Germany and more than half of these come from outside the EU. In 2018, China, the Netherlands, India, Mexico, and Poland topped the list. Partner countries most recently Poland, the USA, India, the Netherlands, Russia, and China contributed to the trade show s global appeal. The number of visitors to Europe s largest foreign trade platform, Global Business & Markets in Hall 27, has been growing. Within Germany, no distance appears too great: Every second attendee from Germany travels more than 300 kilometers to appear in Hannover. INSIGHT: It takes keen instincts to address an international audience. But it pays off: Even a company s very first appearance at the trade show provides exhibitors with the prospect of doing business internationally. 10 Facts Whitepaper March

6 FACT 4: BROAD RANGE OF TOPICS Our Key Aspects Strike a Chord rates itself on its claim to bring together all key technologies and industrial megatrends at a single venue. Acting on visitor and exhibitor suggestions as well as survey results, the structure of the trade show changes each year to adapt to the latest advances in technology, fluctuating markets, and customer needs. This enables the trade fair to use key themes every year to keep its finger on the pulse of the times: In 2018, an especially large number of visitors learned more about Industrie 4.0 and industrial IT, robotics, process automation, smart factories, visualization, and renewable energy. 82 percent of those surveyed found the lead theme at 2018, Integrated Industry Connect & Collaborate, good or very good. INSIGHT: Exhibitors gain customers through innovation. Professional visitors to the trade show see as the most important window to the future of industry >>. Companies that hold their own on competitive international markets look for instruments to gain an edge at the Home of Industrial Pioneers. 10 Facts Whitepaper March

7 FACT 5: CLEAR GOALS General Search for Innovations 46.4 % What s New? Who Participates? General Overview of the Market 45 % What are your goals at? Two answers were favored by professional visitors: A general search for innovations (46.4 percent) and a general overview of the market (45 percent). The trade show is also regarded as a place to make contacts: Visitors top goals include exchanging experiences and information, networking (28.5 percent), generating new business contacts (26 percent), further education, professional (re-)orientation (25 percent), and the search for potential suppliers (24 percent). Networking 28.5 % INSIGHT: Visitors want to see and experience new things. Successful exhibitors state preferably concrete solutions, practical examples, and networking events that visitors can look forward to in advance. Multiple answers possible 10 Facts Whitepaper March

8 FACT 6: RIGOROUS VISIT PLANNING Online Preparation is Standard Professional visitors to the trade show want to know what they can expect. 56 percent of all professional visitors gather information in advance on s website. Other popular sources of information such as the app are used to make arrangements in advance and promote efficiency and being efficient is crucial. Visitors from abroad spend an average of 2.4 days at this major industrial show; visitors from Germany come for 1.3 days. INSIGHT: Visitors want the make the most of the little time they have. For that reason, visitors not only present their innovations right before or during the week of the trade show they use s info channels year-round. 56 % 21 % 20.7 % 19 % 12.4 % 10.6 % website HANNOVER MESSE app Company websites Search engines Newsletters Social media Multiple answers possible 10 Facts Whitepaper March

9 FACT 7: STRONG VISITOR LOYALTY So Glad to See You Again Return visitors and first-time attendees at balance each other out. Regular exhibitors have the opportunity to tap new target groups and foster their existing relationships. The fact that so many visitors return shows that satisfaction is high. 82 percent of professional visitors rate the spectrum of exhibition areas and events they attend as good or very good. 91 percent of those surveyed rated the trade show overall as good to very good. 71 percent of visitors said in 2018 that they would probably or certainly return to in The recommendation rate is 86.5 percent. E Recommendation rate 86.5 % Rate of satisfaction at 91 % Satisfaction rates of trade show products and services 82 % INSIGHT: Many use visitor satisfaction to promote loyalty. Exhibition partners at have digital analysis tools >> available, which can significantly facilitate lead management. Returning visitors in % 10 Facts Whitepaper March

10 FACT 8: EXCELLENT RECRUITING OPPORTUNITIES A Lack of Skilled Employees? Not with Us! Four out of ten visitors to are under 30. The average age is 38. Every fifth attendee is an entry level job seeker. This is because the world s most important industrial trade show is also a wellrespected recruiting venue: Numerous stages for startups and recently founded companies, notable career platforms such as job and career, and special visitor tours acquaint companies with new blood. INSIGHT: The trade show is silver bullet for skilled employees to scan the job market. An interesting trade show stand is an excellent way to advertise exhibitors as employers. Participation in job and career >> is an additional recruitment bonus. 10 Facts Whitepaper March

11 FACT 9: SUCCESSFUL PROFILE Only attends Other trade shows attended CEBIT, Hannover 19.5 % * 33 % One-of-a-Kind: EMO, Hannover AUTO- MATICA, Munich ACHEMA, Frankfurt 6.2 % * 6.1 % * 4.9 % * Regional or specialized trade shows are everywhere. Numerous industries hold their sector s most important meetings under the umbrella of including automation specialists, drive and fluid technology, and industrial IT. Its size, scope of themes, and international relevance, however, makes unique. In 2018, over 70 percent of professional visitors surveyed stated that a visit to benefits their professional activity significantly or very significantly in comparison to a visit to other industrial trade shows. For 33 percent of those surveyed it is also the only trade show that they attend in a year. Other 14.9 % * INSIGHT: With original supplementary advertising or with appearances at special events >> at, exhibitors can stand out at the world s largest trade show grounds. * Top 5 mentions, multiple answers possible 10 Facts Whitepaper March

12 FACT 10: INTEREST IN TECHNOLOGICAL LEADERS 75 countries 5,000 companies Big Players are On-Site 210, annual visitors application examples Nowhere else in the world can so many exhibitors from so many user industries be found. Around 5,000 companies from 75 countries presented more than 500 application examples for groundbreaking Industrie 4.0 solutions at the most recent. Global market leaders know that if you want to be one of the big players, you need to appear at. Whether research and development, industrial automation and IT, subcontracting, manufacturing technology and services, energy or mobility technology world leaders gather in Hannover. Big names attract over 210,000 visitors every year. Who wants to miss global leaders in technology carving out their future domains? INSIGHT: What are the big players up to? That s something that interests every trade show visitor. However, that doesn t mean that leaders in the field are left in possession of the spoils. offers myriad opportunities for every enterprise. 10 Facts Whitepaper March

13 EXHIBITOR STATEMENTS Statements from Pioneering Exhibitors What kind of feedback do participating companies give to? The response to the world s leading trade show for industrial technology has been extremely positive and reflects an optimistic outlook on the future. Three sample statements: The Response Reveals Relevance A Benchmark for Technological Advances International Hotspot for Industrial Technology ROLAND BENT CTO, PHOENIX CONTACT GMBH & CO. KG Visitors want concrete solutions in the form of products and systems for their processes, machines, and plants. To that end, we were able to present numerous enabler modules and software solutions. Visitor response was excellent; Monday was the best opening day ever. SABINE BENDIEK CHAIR OF THE MANAGEMENT BOARD, MICROSOFT GERMANY To us, is more than just a showcase for the latest industrial technology. It indicates how well we are combining technological advances with new thinking to create real innovation. PROF. DR.-ING. HABIL. REIMUND NEUGEBAUER PRESIDENT OF THE FRAUNHOFER-GESELLSCHAFT State-of-the-art sensory technology, cognitive systems, and machine learning, all of this help strengthen Germany and Europe as industrial locations. In 2018, once again provided a highly successful, custom-fit forum for these key economic topics. Other statements >> 10 Facts Whitepaper March

14 CONTACT & INFO Your Success at the Trade Show is our Goal We can offer exhibitors help with booking, stand construction, visitor tours, and branding. Are you interested? Just contact us and use our information channels before, during, and after.! Customized advice We d be happy to provide you with a personal consultation just give us a call: Or send us an >>. Exhibitor advantages Learn more about strengths and advantages >> for exhibitors at. 6 Exhibitor services Learn more about the services and solutions >>, that exhibitors can use to boost their success at the trade show. 10 Facts Whitepaper March

15 Deutsche Messe Messegelände Hannover Germany Tel Fax , April 1 5. Integrated Industry Industrial Intelligence