That was the finding of the second round of Messe Frankfurt’s customer survey. Known as the Customer Care Campaign (CCC), the survey was first conducted in autumn 2020 and then repeated in spring 2021. The goal was for local sales partners to contact Messe Frankfurt’s customers during the coronavirus pandemic, inform them of trade fair cancellations and support their efforts to participate in current and future trade fairs – all while invigorating Messe Frankfurt’s sales network.
With its Customer Care Campaign (CCC), Messe Frankfurt put its sales network to work with the explicit purpose of gathering information on the pandemic’s impact straight from the source and learning about key details in different countries and regions to assist Messe Frankfurt’s planning.
Companies expressed clear approval of the additional digital benefits offered by hybrid trade fair formats during the pandemic in particular. However: people want – and need – in-person trade fairs.
The response rate was also impressive
59,000 companies took part in this survey. They were asked not only to answer the questions posed by our sales partners but as part of the second survey this spring they were also called on to participate in a more in-depth market research survey. Mirko Schubert, Vice President International Sales Management at Messe Frankfurt: “The fact that more than 70 per cent of customers surveyed provided us with qualified feedback is a sensational result that breaks all of our records.”
With their latest campaign, our sales partner network demonstrated yet again their extraordinarily close ties with our customers. Analysis of the results has given Messe Frankfurt valuable first-hand knowledge that will benefit our trade fair concepts and planning. Both Messe Frankfurt and its sales partners see further reasons for optimism in the findings because very few of our customers have left the market during the pandemic. And our customers are ready for in-person trade fairs to return.
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds