Major Trade Shows Overshadow Regional Events, MAN Roland Survey Finds
Press release from the issuing company
Live Demonstrations Top List, Interactive Website Presentations Appear at the Bottom
Westmont, Illinois --July 11, 2002 -- Has the impact of the Internet, email and multimedia disks reduced the viability of graphic arts trade shows? The results of a new industry survey conducted by MAN Roland indicate that printers continue to rate major expositions, like Graph Expo and Print, as prime sources of information. But they are less enamoured with regional trade shows.
Asked to rank their preferences in "live media," the respondents selected "A Live Demonstration at a Trade Show" as their number one answer. Following on the list in their order of finish were: "Running New Equipment," "An Association Presentation or Seminar," and "Conversations with a Fellow Printer."
At the bottom of the category, placing tenth, was "An Interactive Website Presentation."
Survey respondents also gave low marks to regional trade shows. 54% agreed and 10% strongly agreed that the smaller expos "don’t offer the depth and scope of information... of the national shows."
The printers continue to rely on a variety of "permanent media" as information resources, according to the survey. Here, "News Articles in Trade Magazines" topped the field, followed by "A Visit with My Local Sales Representative," and "A Product Brochure." "A Static Website" and "Email" ranked ninth and tenth respectively.
"This survey was not meant to be scientific, but to provide a snapshot of how the industry feels about its trade shows, " says Yves Rogivue, CEO of MAN Roland Inc. of the results. "We wanted to know what our customers and the industry at large thought about these expositions, so we can do a better job of allocating our communications resources."
The survey, which was conducted by MAN Roland’s marketing agency, NAK Marketing & Communications, polled a random sampling of 1,000 MAN Roland users and 1,000 other graphic arts executives and managers. A total of 150 responded, representing job titles that ranged from Chairman to Production Supervisor.
Just over a third of the respondents answered a question about Print 01. But they gave the show high marks, with 74% saying it met their expectations and 16% noting it exceeded what they expected. The MAN Roland exhibit received similar scores, with a 67% "met expectations" rating and a 31% "exceeded expectations" tally.
Of those who skipped Print 01, 43% said they didn’t have the time and 39% said they didn’t have the travel budget. Only 7% said they could get the same information they’d obtain at the show over the Internet.
When questioned what they like best about major trade shows such as Graph Expo, Print and Drupa:
- 50% agreed and 27% strongly agreed that "live demonstrations let me experience the latest innovations in action."
- 25% agreed and 14% strongly agreed that trade show handouts "give me information that is not otherwise available."
- 42% agreed and 28% strongly agreed that they enjoy meeting their "colleagues and friends at trade shows."
- 44% agreed and 28% strongly agreed that the expos give them a chance to "get customized solutions" to their "production challenges."
Questions on what they liked least about major trade shows resulted in these responses:
- 43% were neutral about and 25% agreed with the statement: "I can do without the crowds."
- 49% disagreed and 21% strongly disagreed with the statement: "I don’t learn anything I can’t get from other information sources. . ."
- 34% were neutral about and 34% agreed with the statement: "The cost of travel and accommodations is excessive."
The majority of respondents were also in agreement about the usefulness of different manufacturers partnering at trade shows. Asked "Would it be helpful to you if MAN Roland were to include a wider range of partners and equipment in its trade show exhibits?" 55% agreed it would be helpful and 21 % said it would be "very helpful."
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