A successful fair brings supply and demand together under one roof for a limited period of time. The more visitors who are seriously interested in the topic attend, the more successful a fair is.
Trade show Coiltech Deutschland 2022 > Visit >
QUiCKFairs® Coiltech Deutschland 2022
Ulm, 06/07 April 2022
Can you imagine visiting a trade fair in May 2021?
Therefore, when developing our decision tree in February, we put the question of whether a good visitor frequency could be expected on the same level as the feasibility in terms of approval.
On the one hand, the need for face-to-face meetings grows with each day of pandemic-related restrictions. On the other hand, many people feel uncomfortable with the idea of being out in the public in the current situation. The analysis of the results of a visitor survey in March puts our decision on whether to hold Coiltech Germany in 2021 on a quantitatively sound basis. The results of the survey reveal a great deal of uneasiness due to the current developments of the epidemic (3rd wave, uncertainty regarding vaccinations and testing strategy).
85% in Home Office and under Business Travel Restrictions
Currently, no fairs are taking place. Therefore, it is reasonable to look at the current policy of companies regarding home office and business trips. This may give some idea of what the regulations might look like with regard to the authorisation of visits to trade fairs, in case authorities approve the holding of trade fairs.
Only a small proportion of the companies for which the respondents work are not currently applying a home office arrangement. More than half of the respondents currently work from home either full time or on an organised rota scheme at the direction of the company.
About 1 in 6 companies currently deny employees business trips as a matter of principle, and in almost 60% of cases such trips must be specifically authorised. Only one in 10 companies does not currently apply Corona-specific regulations.
Larger companies apply stricter rules
Less than 10% of companies with more than 50 employees do not impose pandemic-related business travel restrictions. For smaller companies, this proportion is about one third.
Duration of travel and reception restrictions: predominantly "until further notice", and rarely only until 30 April
Coiltech Deutschland was scheduled for 19/20 May. We were therefore keen to know until when any travel restrictions within the companies would be valid.
In more than 2/3 of the companies, the home office regulations and travel restrictions apply "until further notice". In less than 10% of the businesses, the currently valid regulations end before or on 30 April.
It seems that corporate managements do not expect the situation to normalise in the foreseeable future.
Permission to visit trade fairs: 3 out of 4 companies only grant it in justified exceptional cases or not at all
Even in so-called normal times, it is common in many companies that employees have to request visits to trade fairs. In this survey we were interested in: What company policy do the respondents foresee with regard to the Corona-specific situation?
Almost three-quarters of the respondents expect that their company either completely bans a trade fair attendance (approx. 37%) or only allows it in justified exceptional cases (also over 37%).
Only every fourth respondent expects their company to leave it up to each employee to use their own judgement when deciding whether to visit such an event.
Only slightly less than half of the respondents can imagine visiting a trade fair at present
"Hopefully you can run the exhibition in May, I can't wait to meet up with other market participants at Coiltech Deutschland again." This had been the common thread in countless of our conversations with visitors and exhibitors over the past weeks and months.
However, the development since the end of February/beginning of March - catchwords: 3rd wave, the slow start of the "vaccination campaign" in many countries, uncertainty about side effects of a vaccine, lack of clarity about testing strategies) has left its mark.
The share of those who definitely do not want to visit the fair in May (15%) clearly exceeds that of those who definitely want to visit the event (just under 10%).
Slightly more than one-third said they would probably or probably not want to visit the fair. In view of these figures, only a very low visitor frequency can be expected for the planned date in May, at least as of the time of the survey (more information at the bottom of this page).
An interesting observation here: there seems to be a clear correlation between the size of the company in which someone works and the intention to visit a trade fair even under the given circumstances.
While more than one-fourth of the respondents from companies with fewer than 10 employees would "definitely" like to visit Coiltech Deutschland in May 2021, only just under 3% of those in companies with more than 5,000 employees intend to do so.
With mandatory rapid tests before entering the exhibition, not many more visitors can be expected, either
The increased use of rapid and self-testing is an essential part of the opening strategy pursued by German policymakers since the beginning of March. Therefore, we were interested in: What effect would a mandatory rapid test before entering the fairgrounds have on participants' propensity to attend the event?
While without tests only about half of the respondents (47%) said they would "definitely" or "probably" want to visit the fair, this figure would be about 59% if a compulsory test were a prerequisite for entering the event.
That is a significant difference. Nevertheless, the unclear situation created by the covid pandemic is causing great uncertainty. This irritation cannot really be sufficiently dispelled even with tests.
For the next few weeks, it is not to be expected that a trade fair like Coiltech Deutschland will be able to exploit its visitor potential.
Information about the methodology of this study
When interpreting the data, it is important to bear in mind the following information about the methodology:
- Respondents: 55 personal interviews with visitors, 148 responses on email invitations and social media
- Survey period: 04-17 March 2021
- Languages: English, German, Italian
Citations permitted provided this reference is given: "Online survey Visitor survey:
Can you imagine visiting a trade fair in May 2021? by QUiCKFairs/Coiltech, March 2021"; please inform us about the use in your publication.
Raw data: Upon request, we will provide interested parties with the raw data for their own analyses. If you wish to do so, please contact firstname.lastname@example.org.