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04-04-17

Record set in the trade fair industry

mac and the trade fair construction industry

The Association of the German Trade Fair Industry (AUMA) has reported noteworthy results and predicted trends for 2017. In the past two years trade fairs claimed more of the total marketing budget than ever and their share now stands at about 45 percent. We see this result reflected in the 2016 figures for mac. The trade fair experts earned revenue of more than 77 million EUR in prior business year.

More revenue means growth and substantial investments. Among other things, the mac workforce has grown to more than 400, the new edge banding machine has increased productivity in the mac carpentry department and the two new branch offices in southern Germany have brought mac closer to its customers.

According to the AUMA MesseTrend, participation in trade fairs is in second place in the marketing mix, right behind a company's own Website. The study also noted that trade fairs can be integrated ideally in cross-media communication. So it's no wonder that mac realized more than 2,500 trade fair projects in the previous year.  

Trade fairs will continue to be a top priority in the coming years, predicts the AUMA MesseTrend. Of the companies surveyed, 83 percent said that participation in trade fairs will be important to very important. Digital marketing instruments are more of an expansion than a threat to the trade fair industry, says the study. mac Managing Director Gernot Becker is of the same opinion. His credo: "The dialog between exhibitor and customer is unique and can be at best enhanced by the Internet, but never replaced!"  

For the AUMA MesseTrend 2017, 500 German exhibiting companies were surveyed in October and November 2016 by TNS Infratest on behalf of AUMA (Ausstellungs- und Messe-Ausschusses der Deutschen Wirtschaft e.V.). This link will take you to the complete study (available in German only).

Copyright photos: Fotolia

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