ÿþ<!DOCTYPE HTML PUBLIC "//IETF//DTD HTML//EN"> <html> <head> <title>AUMA annual autumn press conference - German trade fairs cautiously optimistic about 2012 </title> <meta name="keywords" content="trade fair tradefair tradeshow exhibition Messe Auslandsmessef&ouml;rderung Germany confederation Verband Berlin Messedatenbank Messedaten tradefairdatabase database Datenbank Messeinformation Messeinformationen tradefairinformation&#13;&#10;trade fair trade show tradeshow Tradefair association exhibition tradefair messedatenbank Messdatenbank Messedaten tradefairinformation information tradefair messe Messe Messe&#13;&#10;trade fair tradefair tradeshow trade show Trade show Tradeshow Tradeshow Trade Show TRADEFAIR TRADE FAIR MESSE MESSEINFORMATION MESSEDATENBANK MESSEDATEN MESSEDATENBANK TRADEFAIRDATABASE DATENBANK&#13;&#10;EXHIBITION AUSSTELLUNG AUMA AUMA AUMA MESSEDATENBANK VERBAND ASSOCIATION MESSEVERBAND Messeverband "/> <meta name="description" content="AUMA annual autumn press conference - German trade fairs cautiously optimistic about 2012"/> <meta http-equiv="Content-Type" content="text/html; charset=windows-1250" /> <style type="text/CSS"> body {background-repeat: no-repeat} </style> </head> <body BGCOLOR="#ffffff" TEXT="#000000" ALINK="#0067AC" VLINK="#0067AC" LINK="#0067AC" BACKGROUND="../images/presseinfobg-gb_neu.jpg"> <TABLE cellSpacing="0" cellPadding="0" width="80%"> <TBODY> <TR> <TD VALIGN="top"><br/> <br/> <br/> <br/> <br/> <br/> <br/> <br/> <br/> <font size="2" face="Arial">&nbsp;&nbsp;<b></b></font></TD> <TD VALIGN="top"> <p></p> &nbsp; <p></p> <p></p> &nbsp; <p></p> <blockquote> <p>&nbsp;</p> <form> <p align="right"><INPUT TYPE="button" VALUE="home" onClick="window.close()"><INPUT TYPE="button" VALUE="print" onClick="window.print()"></p> <br/> </form> <font face="Arial,MS Sans Serif" size="2"> <br/> <table cellSpacing="0" cellPadding="5"> <tr> <td> <font face="Arial,MS Sans Serif" size="2"> Nr. 19/2011</font><br /> <font face="Arial,MS Sans Serif" size="3"><b> AUMA  annual autumn press conference </b><br /><ul> <li><font face="Arial,MS Sans Serif" size="2"><b>German trade fairs cautiously optimistic about 2012</b> </font></li> <li><font face="Arial,MS Sans Serif" size="2"><b>Exhibitors aim to invest more in trade fairs</b> </font></li> <li><font face="Arial,MS Sans Serif" size="2"><b>Significant trade fair growth in 2011</b> </font></li> <li><font face="Arial,MS Sans Serif" size="2"><b>German organisers plan more exhibitions abroad</b> </font></li> </ul> <font face="Arial,MS Sans Serif" size="2"><b>19.12.2011</b> Despite growing uncertainty as regards the economic future many German exhibitors plan to increase their trade fair budgets in 2012/2013. According to the findings of AUMA_MesseTrend, a representative survey by TNS Emnid which polled German exhibitors, 30 % intend to invest more money in trade fairs, 55 % the same amount, and only 15 % aim to reduce their budgets. Clearly, the business world has not yet let the financial problems and currency crisis impact negatively on its marketing plans. This was underlined by Hans-Joachim Boekstegers, Chairman of the Association of the German Trade Fair Industry (AUMA), at the association s autumn press conference on 14 December 2011 in Frankfurt.<br /><br /> The capital goods industry, which remains in good overall shape, as well as relatively stable levels of private consumption have obviously given exhibitors cause to look brightly into the near future. <br /><br /> It is worth noting that larger companies in particular as well as those who often take part in trade fairs still intend to invest strongly. Among those exhibitors whose turnover exceeds 50 million euros, 38 % aim to increase their trade fair budgets, whereas for smaller-sized companies the figure is 27 %. 29 % of exhibitors who take part in more than 11 trade fairs over a period of two years plan to invest even more, while 55 % aim to spend the same. According to Boekstegers, this is a clear sign of the continuing ability of trade fairs to attract exhibitors, in particular companies who are experienced users of this marketing instrument. <br /><br /> Those companies who are increasing their trade fair budgets also want to invest in a high-quality, attractive stand. 42 % of these companies intend to have larger stands, 42 % also aim to invest more in stand construction, and 21 % plan to spend more on staff at events. <br /><br /> Those companies who intend to cut back on trade fair costs are unlikely to spend less on the quality of their representation. Thus stand construction and staff are relatively unaffected by spending constraints. Instead, if budgets are to be reduced, then it is the decision whether or not to take part in a trade fair that is subject to scrutiny. Thus two-thirds of those companies planning to spend less intend to miss individual trade fairs. <br /><br /> Over the next two years there will most likely be a slight drop in participation by German exhibitors in domestic trade fairs. In 2012/2013 companies plan to take part in an average of 5.2 trade fairs, as compared with an average of 5.3 events in 2010/2011. Boekstegers:  Domestic trade fairs in particular are highly rated by German exhibitors. However, many companies are already represented at all the relevant trade fairs and the potential for more is only limited. And naturally there are always companies leaving the marketplace. <br /><br /> <b>Trade fair share of the marketing budget remains stable</b><br /><br /> Over recent years the share of the company marketing budget earmarked for trade fairs has remained constant, at 40 %. However, it should be noted that among larger companies with a turnover in excess of 50 million euros this percentage has risen significantly in recent years. In 2012 the figure was 39 %, whereas five years ago it was only 31 %. Thus, what used to be a relatively wide gap between larger and smaller-sized companies has now narrowed as far as the trade fair share of the marketing budget is concerned.<br /><br /> German companies plans for taking part in trade fairs abroad over the next two years remain relatively stable, despite the uncertainty over future economic developments. Around three-quarters of companies intend to take part in the same number of exhibitions as over the past two years, 10 % aim to take part in more, and 16 % in less. In 2012/2013 they plan to take part in an average of 3.0 trade fairs abroad, as compared with an average of 3.2 events in 2010/2011.<br /><br /> Among the various marketing instruments, in recent years the role occupied by trade fairs has improved slightly again. 85 % of exhibitors regard taking part in trade fairs as important or very important, whereas five years ago the figure was 79 %. AUMA Chairman Boekstegers:  For companies exhibiting at trade fairs this is not something they do on the side. They are highly committed and their confidence in this marketing instrument has even increased. The last recession in 2009 and the vast increase in the number of online media have clearly not undermined the importance of trade fairs. Field work, the second most important medium for face-to-face meetings, actually lost ground over the same period. Currently, 76 % regard it as important or very important, nearly 10 % less than the percentage in favour of trade fairs.<br /><br /><a name="1"></a> <b>Significant trade fair growth in 2011</b><br /><br /> AUMA has already released the preliminary results of trade fair business in 2011. Approximately 159,000 exhibitors attended 135 international and national trade fairs, 3 % more than at corresponding events in previous years. At 4 %, the increase in the number of foreign exhibitors was above average. Boekstegers:  Many companies from outside Europe who wish to enter the European market decide directly on German trade fairs. By contrast, after the recession in 2009, other countries which host trade fairs in Southern and Western Europe lost some of their attraction. <br /> At 1 %, domestic participation in trade fairs rose only marginally. According to Boekstegers it is unlikely that many more companies can be mobilised. The amount of stand space rented out reached 6.1 million m², 2 % more than at corresponding events in previous years; in 2010 the figures had fallen by 3 %. However, according to Boekstegers, stand space is unlikely to grow significantly in the mid-term, with  exhibitors focusing more on higher quality than on larger stands . At 4 %, visitor attendance rose slightly, which in part made up for the last two years losses (2010: -1 %; 2009: -8 %). AUMA Chairman Boekstegers:  In 2011 trade fairs found back to their old form. The main function of a trade fair, that of mirroring the real business world, is as topical as ever. Trade fairs are about real products, real meetings and real business. <br /><br /> In 2012 AUMA expects exhibitor and visitor numbers to increase slightly, somewhere in the order of 2 %. However, stand sizes are unlikely to grow. Domestic participation in trade fairs will most likely fall somewhat. At the same time foreign interest in the German market remains strong, including in German trade fairs, due to the German economy being in relatively good shape.<br /><br /> <b>Strong growth in trade fairs abroad held by German organisers<br /><br /></b> In 2011 there was a leap forward in the number of trade fairs abroad held by German organisers: 266 successful trade fair projects represented a 16 % increase compared with 2010. In 2012 the number is expected to rise yet again, to around 280 trade fairs. This was underlined by Dr. Peter Neven, Managing Director of AUMA. According to him, in addition to traditional regions such as Eastern Asia, the Middle East and Russia, previously uncharted areas were now also on the map. Thus five trade fairs were scheduled to take place in Africa in 2012, with one exhibition having been added each year since 2008. Representing 50 %, Southern and Eastern Asia were clearly still the focus of German organisers activities abroad. He noted that in 2012 the majority of events were due to be organised in China (80), followed by Russia (42) and India (29).<br /><br /> Against the background of German industry s substantial involvement in trade fairs, AUMA intends to cooperate more closely with universities, and during this period will focus on universities of applied sciences. In autumn 2011 AUMA signed a cooperation agreement with the conference of the deans of the faculties of economics of the universities of applied sciences. AUMA also intends to improve student s knowledge of trade fairs and exhibitions within the frame of economic education for upper level students at secondary schools in Germany. Last year AUMA identified possible starting points with the help of the Institute of Economic Education of the University Oldenburg. Starting in spring 2012 teaching units and material will be provided to schools offering economic education.<br /> <br /><br /> <a name="#2"></a> <b>Press contact:</b> <br/> Harald Koetter, phone: +49 30 24000-140, fax: +49 30 24000-340, email: <a href="mailto:h.koetter@auma.de"> h.koetter@auma.de</a> <br /><br /> <table cellpadding="2" cellspacing="2"> <tr> <td valign="top"><img src="../images/2011/AUMA_MesseTrend_development_2012.gif" / ></td> <td valign="top"><img src="../images/2011/AUMA_MesseTrend_investments_2012.gif" /> </td> </tr> <tr> <td><a href="../images/2011/AUMA_MesseTrend_development_2012.eps"><font face="Arial,MS Sans Serif" size="2">AUMA_MesseTrend 2011 Development</a></td> <td><a href="../images/2011/AUMA_MesseTrend_Investments_2012.eps"><font face="Arial,MS Sans Serif" size="2">AUMA_MesseTrend 2011 Investments</a></td> </tr> <tr> <td valign="top"><img src="../images/2011/GermanTradeFairQualityAbroad2012.gif" / ></td> <td valign="top"><img src="../images/2011/gb_mpd_2011_vergleich.gif" /> </td> </tr> <tr> <td><a href="../images/2011/GermanTradeFairQualityAbroad2012.eps"><font face="Arial,MS Sans Serif" size="2">German Trade Fair Quality Abroad 2012</a></td> <td><a href="../images/2011/gb_mpd_2011_vergleich.eps"> <font face="Arial,MS Sans Serif" size="2">Trade Fairs In Germany 2011 </a></td> </tr> </table> </tr> <table cellpadding="2" cellspacing="2"> <tr> <td valign="top"><img src="../images/2011/AUMA_MesseTrend_marketingmix_2007-2012.gif" / > <br /><a href="../images/2011/AUMA_MesseTrend_MarketingMix_2007bis2012.eps"><font face="Arial,MS Sans Serif" size="2">German Trade Fairs Abroad 2011</a></td> </tr> </table> <hr noshade color="#0090d1"> <p align="center"><font size="1" face="Arial,MS Sans Serif">Ver&ouml;ffentlichung kostenfrei Beleg erbeten / Publication free File copy requested <br> Copyright © 2011 AUMA_Ausstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e.V.</font></p> <p align="center"><font color="#0090d1" size="2" face="Arial,MS Sans Serif">Last update: 12/2011</font></p> </td> </tr> </table> </font></blockquote> </TD> </TR> </TBODY> </TABLE> <br/> <br/> <p>&nbsp;</p> <!-- etracker PARAMETER 2.4 --> <script type="text/javascript"> var et_easy = 0; 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