Gifts Today magazine

Messe Frankfurt release trade show report

Messe Frankfurt in cooperation with the Ifo Institute, Munich, releases new key figures on consumer and capital goods trade fairs in Germany

The Messe Frankfurt in cooperation with the Ifo Institute, Munich, has developed new key business figures on consumer and capital goods trade fairs in Germany.

The “Messe Frankfurt - Ifo - Trade Fair Index” provides results for consumer and capital goods trade fairs. It can be broken down into two indices: the “Consumer Trade Fair Index” and the “Invest Trade Fair Index”.

Both indices reveal the economic situation of companies in a position to exhibit their products at international consumer and capital goods trade fairs in Germany. The indices distinguish between companies that participate in trade fairs and those that do not. The indices are based on data from the Ifo Business Survey.

The results of this analysis clearly show that trade fairs are a mirror of the markets. Key figures for international trade fairs in Germany like developments in visitor and exhibitor numbers are linked very closely to trends in German economic output, which, in turn, also impacts several countries in Europe.

The “Messe Frankfurt - Ifo - Trade Fair Index” describes both the business developments and business expectations of German companies at international consumer and capital goods trade fairs in Germany.

It provides an up-to-date evaluation of the trade fair activities of these companies, as well as the six-month trade fair outlook based on their business expectations. These evaluations are facilitated by the fact that the business climate calculated for the “Messe Frankfurt - Ifo - Trade Fair” signals the direction in which the economy is developing very effectively.

Domestic trade fair participation in the first six months of 2016 will remain at the level of the same period last year
The business climate of the “Messe Frankfurt - Ifo - Trade Fair Index” has changed very little in recent months. Assessments of the current business situation and their six-month business outlook by German exhibitors at international consumer and capital goods trade fairs in Germany have changed only marginally. In view of these virtually unchanged business expectations, the participation level in consumer and capital goods trade fairs is expected to remain at a constant, stable level in the first half of 2016.

Does it pay off to participate in trade fairs? Companies say it does
Companies responding to this question for the “Consumption Trade Fair Index” and the “Invest Trade Fair Index” were divided into two groups: companies that participate in trade fairs and those that don’t. The calculations for both indices show that German exhibitors at international consumer and capital goods trade fairs in Germany boast a better economic performance in terms of their current business situation and outlook than non-participant firms.

Although the improvement in the economic performance of exhibitors is not consistently strong, it is observable for German exhibitors at both international consumer and capital goods trade fairs year after year. If the entire three year period of observation is taken into account, the business climate of exhibitors is 9 to 10 index points above that of non-participants. One reason for this may be that companies at international trade fairs can forge new contacts, especially with foreign customers, which subsequently grants them access to new sales markets.

How are exhibitors positioned in foreign markets?
Are there indications that exhibitors rate their export chances as better? The “Messe Frankfurt - Ifo - Trade Fair Index” also delivers results in this area. Companies with an active presence in international markets that participate in trade fairs, as well as those that do not, were both asked about their export expectations. Results for the year to date are clear: international business is far more favourably assessed by exhibitors. Participation in trade fairs appears to strengthen the competitive position of companies in international markets. The index value of exhibitors’ export expectations is around 11 points higher than that of non-exhibitors.

Which product areas are covered by the “Messe Frankfurt - Ifo - Trade Fair Index”? How is the Messe Frankfurt - Ifo - Trade Fair Index compiled in detail?

Answers to these questions and a more detailed analysis of the results of the trade fair indices are featured in an article for the ifo Schnelldienst to be published at the beginning of next year.




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