research questionnaire
TRANSCRIPT
EXSA RESEARCH – MODULE TWOQUESTIONNAIRE
Please note that your responses will remain confidential.
1. Does your job function include any aspect of marketing (either in an in-house capacity within a company or organisation - charity, NGO, Government body, etc - or on an outsourced basis at a marketing agency/consultancy)?
Yes No
If you answered ‘Yes’ please continue with the questionnaire. If you answered ‘No’ please do not continue with the questionnaire and
forward it to the relevant department.
SECTION A2. Your name:
3. Your company’s name:
4. Your designation:
5. Your e-mail address:
6. The city/town in which you work:
Please mark your answers with a cross (X) in the relevant boxes below.
7. In what kind of environment do you practise your marketing function?
7.1. Within a marketing agency/consultancy (including in a freelance capacity)
7.2. In-house at an organisation, company, NGO, Government department etc.
If you answered 7.1. please answer SECTION B. If you answered 7.2. please answer SECTION C.
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SECTION B – Agency/Consultancy 8. How would you categorise your organisation? (Mark with an X)
PR consultancy
Communications consultancy
Above-the-line agency
Below-the-line agency
Through-the-line agency
Marketing consultancy
Freelancer
Other (please specify):
9. How many people does your organisation employ?
1 – 10
11 – 50
More than 50
10. How many exhibitions have your clients taken part in, on your recommendation, within the last 12 months? (Give a combined figure for all your clients.)
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11. Into what sectors did the above exhibition/s fall?
Sector Number of Exhibitions
Broad sector / Agriculture
Computers / IT / Communications
Tourism / Travel
Mining / Industrial / Electronics
Gardening / Outdoor / Adventure
Sports
Home & Office Décor / Furniture
Education / Training / Careers
Gifts / Toys / Hobbies / Entertainment
Automotive / Transport
Advertising / Marketing / Management
Catering / Food / Beverages
Health / Beauty / Baby care
Other (please specify):
12. How many of the above exhibitions fell into each of the following stand size categories?
Stand Size Number of Exhibitions
0 – 9m2
10 – 27m2
28 – 50m2
More than 50m2
TOTAL
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13. If you have used exhibitions in the last 12 months, what prompted you to recommend them as a marketing tool?
In Column 1 mark the relevant factors with an X. In Column 2 rank the three most important factors on a scale of 1-3, where 1 is the
most important reason for using exhibitions.
Exhibitions offer:Column 1 Column 2
Direct contact with a target market
Opportunities to network within the industry
Opportunities to launch new products
Opportunities for companies’ staff to meet customers
Opportunities to attract new customers
Opportunities to learn about competitors
Opportunities to reinforce relationships with existing customers
Opportunities for building brand awareness
Other (please specify):
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14. If you have not used exhibitions in the last 12 months, please tell us why not:
In Column 1. mark the relevant reasons with an X. In Column 2. rank the three most important reasons for not using exhibitions on a
scale of 1-3, where 1 is the most important reason for not using exhibitions.
Reasons for not using exhibitions: Column 1 Column 2
Exhibitions require too much effort
Exhibitions generate insufficient returns
The charges for exhibition space are too expensive
The design and building of stands is too expensive
There are too many exhibitions to choose from
There is no commission payable for using exhibitions
Organisers do not provide ABC-audited visitor information
There is insufficient available information about forthcoming exhibitions
There are no exhibitions in the relevant sectors
Clients do not want to participate in exhibitionsNB. If this is relevant, please give clients’ reasons for not wantingto exhibit, below:
Other (please specify):
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15. What do you believe is the average percentage breakdown of companies’ below-the-line expenditure?
(%)
Special Events
Point-of-sale material / collateral
Conferences
Corporate gifts
Exhibitions
Other (please specify):
TOTAL 100
16. What percentage of your agency/consultancy’s media spend is allocated to:
(%)
Outdoor
Radio
Television
Electronic (Internet)
Exhibitions
Other (please specify):
TOTAL 100
17. If your clients participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly worthwhile experience? If so, list them below:
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18. What were the factors that made the above-mentioned exhibition/s worthwhile?
The exhibition was well attended
The exhibition was well organised
The visitor profile was compatible with the company’s target market
The exhibition generated a return on investment
The exhibition reinforced customer relationships
The exhibition generated sales
The exhibition was a true representation of that particular sector
Other (please specify):
19. If your clients participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly disappointing experience? If so, list them below:
20. What were the factors that made the above-mentioned exhibition/s disappointing?
The exhibition was not well attended
The exhibition was badly organised
The visitor profile was not compatible with the company’s target market
The exhibition did not generate a return on investment
The exhibition did not reinforce customer relationships
The exhibition did not generate sales
The exhibition was not a true representation of that particular sector
Other (please specify):
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21. Do you measure your clients’ Return On Investment (ROI) for exhibition participation?
YesNo
22. If you answered ‘Yes” to question 21 above, what measurements do you use to calculate the ROI of exhibition participation?
Increase in turnover / direct sales
Feedback from staff
Leads generated
Building of contact database
Channel building
Building of brand awareness
Test marketing of a new product
Maintaining customer relationships
Other (please specify):
23. Would you like guidance on measuring ROI on exhibition participation?
Yes No
24. Had you heard about EXSA before receiving this questionnaire?
Yes No
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25. If you answered ‘Yes’ to question 24 above, where did you hear about EXSA?
Saw its stand at an exhibition
In a marketing publication (please specify):
Word-of-mouth
On the Internet
From a client
Not sure
Through a related association e.g. PRISA, MFSA
Other (please specify):
26. What information would you be interested in receiving from EXSA?
I am not interested in receiving any information
Forthcoming exhibitions
Tips for successful exhibiting
Trends in the exhibition industry
EXSA membership details and benefits
EXSA’s guide for measuring exhibition ROI
Other (please specify):
27. Do you have any insights or advice that could be of use to the exhibition industry?
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SECTION C – Organisation/company
28. How would you categorise your organisation?
Company
Government department
NGO
Parastatal
Professional or Industry Association
Other (please specify):
29. What department do you work in?
PR Department
Communications Department
Marketing Department
Promotions Department
Sales Department
Admin Department
Other (please specify):
30. How many people does your organisation employ?
1 – 10
11 – 50
51 - 100
More than 100
31. Has your organisation participated in an exhibition/s in the last 12 months?
Yes No
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32. If your organisation has not participated in any exhibitions in the last 12 months, please tell us why not:
In Column 1. mark the relevant reasons with an X. In Column 2. rank the three most important reasons for not using exhibitions on a
scale of 1-3, where 1 is the most important reason for not using exhibitions.
Reasons for not using exhibitions: Column 1 Column 2
Exhibitions require too much effort
Exhibitions generate insufficient returns
The charges for exhibition space are too expensive
The design and building of stands is too expensive
There are too many exhibitions to choose from
There is no commission payable to one for exhibitions
Organisers do not provide ABC-audited visitor information
There is insufficient available information about forthcoming exhibitions
Clients do not want to participate in exhibitions
There are no exhibitions in the relevant sectors
Other (please specify):
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33. If your organisation has participated in an exhibition/s in the last 12 months, why do you use exhibitions?
In Column 1 mark the relevant factors with an X. In Column 2 rank the three most important factors on a scale of 1-3, where 1 is the
most important reason for using exhibitions.
Exhibitions offer:Column 1 Column 2
Direct contact with a target market
Opportunities to network within the industry
Opportunities to launch new products
Opportunities for staff to meet customers
Opportunities to attract new customers
Opportunities to learn about competitors
Opportunities to reinforce relationships with existing customers
Opportunities for building brand awareness
Other (please specify):
34. If your organisation has participated in an exhibition/s in the last 12 months, how many exhibitions has it participated in?
Number of LocalExhibitions
Number of InternationalExhibitions
Pure trade exhibition
Pure consumer exhibition
Combined trade and consumer exhibition
Exhibitions run alongside conferences (Confex’s)
Other (please specify):
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35. How many of the above exhibitions fell into each of the following stand size categories?
Number of Exhibitions
0 – 9m2
10 – 27m2
28 – 50m2
More than 50m2
TOTAL
36. If your organisation participated in local exhibitions in the last 12 months, where did they take place?
Number of Exhibitions
Johannesburg
Pretoria
Cape Town
Durban
Port Elizabeth
Other (please specify):
37. If your organisation participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly worthwhile experience? If so, list them below:
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38. What were the factors that made the above-mentioned exhibition/s worthwhile?
The exhibition was well attended
The exhibition was well organised
The visitor profile was compatible with the company’s target market
The exhibition generated a return on investment
The exhibition reinforced customer relationships
The exhibition generated sales
The exhibition was a true representation of that particular sector
Other (please specify):
39. If your organisation participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly disappointing experience? If so, list them below:
40. What were the factors that made the above-mentioned exhibition/s disappointing?
The exhibition was not well attended
The exhibition was badly organised
The visitor profile was not compatible with the company’s target market
The exhibition did not generate a return on investment
The exhibition did not reinforce customer relationships
The exhibition did not generate sales
The exhibition was not a true representation of that particular sector
Other (please specify):
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41. If your organisation participated in an exhibition/s in the last 12 months, how much was spent on exhibiting?
LocalExhibitions
InternationalExhibitions
Amount spent on exhibition space or shell scheme package R R
Amount spent on custom-built stands R R
Amount spent on portable/re-usable stands R R
Amount spent on PR R R
Amount spent on marketing literature/collateral R R
Amount spent on personnel/staff R R
Amount spent on hospitality R R
Amount spent on other items (please specify the items below):R R
R R
R R
TOTAL R R
42. What is the average percentage breakdown of your organisation’s below-the-line expenditure?
(%)
Special Events
Point-of-sale material / collateral
Conferences
Corporate gifts
Exhibitions
Other (please specify):
TOTAL 100
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43. What percentage of your organisation’s media spend is allocated to:
(%)
Outdoor
Radio
Television
Electronic (Internet)
Exhibitions
Other (please specify):
TOTAL 100
44. When organising participation at an exhibition, you are more likely to:
Buy a stand (custom-made or portable)
Hire a stand
Other (please specify):
45. If your organisation participated at an exhibition/s in the last 12 months, who initiated your organisation’s exhibition participation:
Your organisation’s own personnel
An exhibition organiser
Your organisation’s advertising/marketing agency/consultancy?
A stand builder
Other (please specify):
46. Your organisation’s exhibition participation is most often organised:
Entirely by the organisation
With assistance from agencies/consultants
Entirely by agencies/consultants
Other (please specify):
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47. If your organisation is in any way involved in organising exhibition participation (on its own or with assistance), which department/s is/are involved?
PR
Communications
Advertising
Marketing
Promotions
Exhibitions
Sales
Other (please specify):
48. If your organisation’s advertising/marketing agencies/consultancies are in any way involved in organising exhibition participation, which agencies/consultancies are involved?
PR consultancy
Communications consultancy
Above-the-line agency
Below-the-line agency
Through-the-line agency
Marketing consultancy
Freelancer
Other (please specify):
49. Do you measure the Return On Investment (ROI) for exhibition participation?
Yes No
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50. If you answered ‘Yes’ to question 49 above, what factors do you use to measure the ROI of exhibition participation?
Increase in turnover / direct sales
Feedback from staff
Leads generated
Building of contact database
Channel building
Building of brand awareness
Test marketing of a new product
Maintaining customer relationships
Other (please specify):
51. Would you like guidance on measuring ROI on exhibition participation?
Yes No
52. Had you heard about EXSA before receiving this questionnaire?
Yes No
53. If you answered ‘Yes’ to question 52 above, where did you hear about EXSA?
Saw its stand at an exhibition
In a marketing publication. (please specify):
Word-of-mouth
On the Internet
From our marketing/advertising agency/consultancy
Through a related association e.g. PRISA, MFSA
Not sure
Other (please specify):
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54.What information would you be interested in receiving from EXSA?
I am not interested in receiving any information
Forthcoming exhibitions
Tips for successful exhibiting
Trends in the exhibition industry
EXSA membership details and benefits
EXSA’s guide for measuring exhibition ROI
Other (please specify):
55. Do you have any insights or advice that could be of use to the exhibition industry?
EXSA thanks you for your assistance.
Please return completed questionnaires by e-mail ([email protected]) or fax to Heather Hawes at Research Services on (011) 880-7580. If you have any queries please contact Heather on (011) 880-7581 or 083 308 5580.
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