Target Group Insights

27 – 31 May 2019Hannover ▪ Germany

White paper December 2017

ligna.de/home

Making more out of wood

Exciting insights for sales and marketing management personnel.

Who visits LIGNA? What do trade visitors believe the benefits are? How much decision-making authority do they really have?

Professional trade show visitors are the most important variable for the success of a trade show. The concrete number and quality of the professional discussions at the stand are repeatedly cited to us as trade show organi-zers as the most important factor of success when it comes to a trade show appearance.

Everything You Ever Wanted to Know About Professional Trade Show Visitors at LIGNA.

This white paper provides you with the answers to these and other questions. Gain informative insights into the behavior of professional trade show visitors, which exhibitors use to shape their communication, thereby optimizing the success of their trade show.

These “target group insights” are based on representative surveys conducted by Deutsche Messe AG among thousands of professional trade show visitors to LIGNA.

This white paper presents the most representative information gained from LIGNA surveys of visitors* conducted by the respected firm of Wissler & Partner, Trade Fair Marketing, Basle, and the IfaD Institute für angewandte Datenanalyse GmbH, Hamburg.

We hope that reading this white paper will provide you with a few exciting ‘aha’ experiences!

The LIGNA team

*2017: Visitor statements, 2016: Profilmafo 1 and 2.

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■ Who visits LIGNA?

■ What kind of decision-making authority do trade visitors have?

■ What do visitors expect?

■ When do they decide to visit the trade show?

■ How and where do trade visitors get their information?

■ What influences the decision to attend a trade show?

As the world’s leading trade show for tools and machinery for wood processing, LIGNA draws visitors from all over the world. Of the 93,000 visitors in 2017, 89,000 were trade professionals – that’s over 95 percent. Of those trade professionals 42,000 (48%) came from more than 100 different countries. The number of visitors from all regions rose with larger increases from Asia, North America, and Europe.

Guests from Asia and Africa represent the fastest growing segment: 8,200 guests travelled around the globe to attend the world’s leading trade show for tools and machines for the wood processing industry.The numbers speak for themselves: LIGNA has an excellent reputation throughout the world and is the place to generate both national and international business relationships.

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Hosting the world:LIGNA scores with its international focus

The perfect place to generate international leads and promote net-working thanks to a 95% share of trade professionals.

48 %52 %

from around the world

fromGermany

Where do LIGNA trade professionals come from?

89,000 trade professionals

Every fourth visitor to LIGNA holds a management position at their company. Three out of four trade professionals are involved in purchasing and procurement decisions – one third of them even hold “crucial” positions.These are ideal conditions to successfully generate business-to-business deals.

Large Concentration of Manage- ment Personnel: LIGNA is THE Meeting Place for Decision-Makers.

3 out of every 4 tradeprofessionals are invol-ved in purchasing and procurement decisions at their respective companies.

Composition of Professional Trade Show Visitors

Difference relative to 100% = other professional positions and unemployed

middle management

other professional trade visitors

junior staff recruiting potential

topmanagement

24 %

23 %14 %

37 %

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LIGNA is the perfect place to generate well-directed leads. Visitor surveys speak for themselves: 49% of trade professionals come to discover innovations. 38% come to network and learn. 24% are specifically looking for new solutions for their company at LIGNA. These factors create the right conditions to generate leads for the future, improve your company image, and more.

More than a Hunger for Information: Principle Reasons for a Professional Visit to LIGNA.

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Discovering innovations is the main reason for a professional visit to LIGNA.

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Most Important Reasons for a Trade Show Visit

Potential

Discover innovations

Find and invest in new solutions

Make new business contacts

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National and International Visitors Plan Differently.

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The point at which interest turns into initiative varies between national and international professional trade exhibition visitors. On average, professional trade exhibition visitors from abroad begin preparing twelve weeks before the trade show starts. German professional trade exhibition visitors on the other hand begin only4 weeks prior to the start of the event.

The best time for marketing activities is 12 – 4 weeks before the trade exhibition begins. Communica-tion has the greatest effect during this period.

check list

4 Weeks 12 Weeks

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Professional visitors want to know what to expect at LIGNA before it begins in order to be well-prepared for their visit to the trade show.

More than half of all trade professionals use the LIGNA website to obtain informati-on about the exhibition and major highlights. Personal discussions with co-workers and partners are the second most important source of information before the trade show starts (36%). Demand for the LIGNA app is also rising. In 2017, 9% used this practical tool to plan their visit in order to use their time as efficiently as possible at the trade show. In comparison, 4% of visitors used the LIGNA app in 2015.

How and Where Professional Trade Show Visitors Obtain Information Prior to LIGNA.

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Websites and apps: Digital sources of information are in demand!

Incentive for a Visit: NothingBeats a Face-to-Face Exchange.

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A personal recommendation combined with a personal invitation ensures a large number of visitors!

Personal discussions among colleagues and business partners are cited by 50% of professional show exhibition visitors as a strong to very strong positive influence when it comes to deciding to visit LIGNA.A satisfied professional trade show visitor thus has the potential to convince additional company staff as well as business partners when it comes to the next LIGNA visit. This persuasive e ort can also be reinforced with a personal invitation from exhibitors. A total of 40% of all professional trade show visitors surveyed accept the personal invitation of an exhibitor.

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In 2017, LIGNA saw a clear gain in popularity among trade visitors, which in turn increased their willingness to recommend it: Around 90% of trade professionals stated that they would recommend LIGNA.

It’s not surprising considering that 77% of all those surveyed from Germany and abroad indicated that they derived great to very great benefits from the trade show for their jobs.

Plus, trade professionals remain loyal to LIGNA. 60% won’t be attending another trade show until the next LIGNA in 2019.

Trade professionals recommend LIGNA!

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Perception of LIGNA among Professional Trade Show Visitors

won’t attend another trade showuntil LIGNA 2019

60 %

will recommend it to others

90 %

benefit greatly from their visit

77 %

Tips for Successful Communication with LIGNA Trade Show Professionals.

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First things first: One should not make empty promises to (prospective) visitors. This is not even necessary given the myriad of possibilities at trade shows like LIGNA.

Instead what is important is to determine visitor needs, to address them specifically, and to ultimately satisfy them. Only then are ideal conditions created so that exhibitors and visitors get the most out of a trade show.

Tip 1: Segment the target group

Every visitor is different and unique and would like to be treated that way. Segmentation helps to highlight the differences between existing and prospective target groups. On this basis, specific target groups can be addressed and suitable products and services offered. A possible characteris- tic of segmentation is, for example, classification according to operating features (technologies employed, competencies, position in the company, etc.).

Tip 2: Offer target-specific content

You’ve segmented your target groups? Excellent! Now it’s time to provide content to your prospective customers that really interests them. Start thinking outside the box. Manufacturing and production employees who attend LIGNA may not only be interested in display categories dealing with furniture production but also in solid wood processing. And for some time now, purchasers have not only been on a search for materials, fittings, and services, but may also be interested in the latest research in industrial surface technology.

Quelle: Besuchernachbefragung zur CeBIT 2016 im April/Mai 2016. Profilmafo 1 – Sonderaus-wertung.

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Tip 3: Hold out the prospect of hands-on experience

People who have never been to LIGNA have no idea what they are missing. The Internet can supply information but trade exhibitions like LIGNA deliver experiences. What value-added advantages do tools, ma-chines and plants bring to made-to-order and series production in the company – whether in the workshop or the factory floor? How can robots, automation technology or RFID solutions be utilized to make a profit? Being able to see, touch, and test all these things oneself is an experience beyond compare. And that’s exactly what professional visitors who attend LIGNA appreciate.

Most professional trade exhibition visitors believe that LIGNA stimulates the entire industry. Visitors want to experience the latest trends and expand their expertise, and see what the future will bring. This means that communication in advance of a trade exhibition should specify concrete experiences and use spectacular examples that visitors can look forward to.

Tip 4: Provide guidance to professional trade show visitors

Trade shows like LIGNA offer a tremendous variety of topics and possibili-ties that are virtually incapable of being entirely grasped within the short time available during a single visit.

On average German visitors attended LIGNA 2015 for a period of 1.4 days. In comparison, visitors from abroad stayed for 2.6 days. To allow them to effectively process what they see in this short amount of time, it is a good idea to help professional trade visitors get the most out of their visit. Designated contact persons – particularly for foreign visitors – are a real advantage. Invitations to participate in guided tours offer professional trade exhibition visitors a compact all-round view of different areas of interest and expertise.

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Learn more about Spanish and Chinese business customers.

Tip 5: Take cultural differences in to account

Most LIGNA visitors from abroad in 2017 came from France, Austria, and Belgium. Sweden, Italy, and the USA were also well-represented. Compared with 2015, LIGNA 2017 showed a clear increase in visitors from Spain where the number of visitors grew by 100%. There was also a 67% increase in the number of visitors from China.

It’s important to take the cultural characteristics of visitors into consider- ation given the rising number of international visitors. Only then is it possible to offer international guests the information and advice that really meets their needs.

This white paper shows which control variables affect the success of a trade show appearance and the potential prospects available to exhibiting com-panies.

You can learn more about services and solutions that exhibitors use to increase the success of their trade show appearances here.

We would also be pleased to provide you with a personal consultation – just give us a call: +49 511 89-32148.

The LIGNA team

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