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“Kiev Industrial Week 2006”
6th specialized exhibition WELDING UKRAINE 2006
6th specialized exhibition CABLING WIRING 2006
2nd specialized exhibition WIRE STEEL ROPES 2006
2nd specialized exhibition SURFACE ENGINEERING 2006
Specialized exhibition SHEET METAL WORKING 2006
October 17 –20, 2006
National Complex Expocenter of Ukraine
Kiev, Ukraine
LLC TDS – EXPO conducted a marketing research of specialized international technical exhibitions Kiev Industrial Week 2006 (October 17 –20, 2006). The research was aimed at interviewing visitors – specialists and studying corporate demand.
As some Ukrainian companies – participants, as well as the companies from Russia, Belarus, the CIS and far – abroad companies, show interest in the research.
This marketing research covers the rating of the themes of Kiev Industrial Week 2006 exhibition, the list of equipment and services, which were of most interest for the specialists.
This research also says about why the visitors came to the exhibition; introduces the visitors’ evaluation of the exhibition characteristics (the number of exhibitors, the range and quality of the introduced production, technologies and services), professional level of consultants, as well as the respondents’ opinion concerning the best production and technologies and the valuation of the commercial benefit of their visit.
Furthermore, this research valuates the general standards of the exhibitions organization, as well as the visitors’ information level concerning the exhibition’s participants, production, technologies and services. Additionally, the research informs how the visitors got to know about the exhibition and what specialized newspapers or magazines they use in their professional activities.
This research also gives detail information about the interviewed respondents (type of companies and their production).
GENERAL INFORMATION
- National Complex Expocenter of Ukraine hosted the specialized international technical exhibitions Kiev Industrial Week 2006 on October 17 – 20, 2006
- Organizers: LLC TDS – EXPO
- Primary information sponsors: ‘Electropanorama’ magazine, ‘KabelInfo’ periodical, Russian ‘Ruskiy Kabel’ Open Joint Stock Company, ‘Metiz’ Closed Joint Stock Company
- Media support: ‘Ukraine Metal magazine’, OJSC ‘Multiregional Transit Telecom’, ‘Metal Digest’ weekly paper, ‘Equipments and Tools for Specialists’ magazine, Metal Ukraine magazine, ‘Ukrainian Machinery’ magazine, Russian ‘Cables & Wires’ magazine, Ukrainian ‘ElectroTema’ newspaper, Ukrainian ‘Networks & Business’ magazine, Russian ‘World of Metal’ magazine, Ukrainian ‘Radioamator’ magazine, Ukrainian ‘Press Birzha’ newspaper, Russian ‘Snabzhenets’ weekly paper, Ukrainian ‘Business Dos’e’ (Business Folder) information agency, Partner from Ukraine, Russian ‘Ost Metal’ internet Web site, ‘Negus’ Expo Ltd., ‘Business Most’ (Business Bridge) Internet Web site, ‘Vystavochny Most’ (Exhibition Bridge) Internet Web site.
- Special thanks: International Wire & Machinery Association, Iran Wire Industries Magazine, EuroWire, Wire & Cable Asia, Wire Industry, International Sheet Metal Review, Machinery World.
- The total area of exposition, which was open for visitors – 4700 sq. m.
- The area of the exhibition stands – 2350 sq. m.
- Total number of the companies - participants – 154
- Number of the visitors of the exhibitions Kiev Industrial Week 2006 – 7 630
- Number of the visitors of the exhibitions Kiev Industrial Week 2006, who filled in the questionnaires – 2300
Information about visitors (region and number %)
|
| Region | |
Visitors (%) |
| Ukraine | |
50% |
| Russia | |
17% |
| Belarus | |
9% |
| Other CIS countries | |
14% |
| Foreign countries | |
10% |
|
The research based on the public opinion poll which was conducted at the specialized exhibitions Industrial Week 2006 shows that the most popular exhibition themes were Welding Equipment and Materials (57% respondents) exhibition, Cabling & Wiring exhibition (44% respondents), Wire Production Equipment exhibition (40% respondents), Sheet Metal Processing Equipment exhibition (39% respondents) and Techniques for improving performance characteristics of surface exhibition (30% respondents).
When asked what forced them to visit our exhibition: technologies, equipment or end products, 69% respondents replied that they were interested in equipment, 53% respondents – in new developments and 31% - in market environment evaluation.
The main reasons why the visitors came to Kiev Industrial Week 2006 exhibitions:
|
| Need in Equipment | |
69% |
| Information about new achievements (production and services) | |
53% |
| Market environment valuation | |
31% |
| B2B contacts | |
23% |
| Information about Competitors | |
19% |
| Meeting with a certain Participant - Company | |
14% |
| Marketing of own products | |
10% |
| To become a distributor/dealer | |
7% |
| Participation in a conference/seminar | |
1% |
|
|
Besides the above-mentioned reasons, the visitors sought to find new business partners, to get information about competitors, to meet a certain exhibition participant, to realize own production, to participate in conferences and seminars or to become a distributor/dealer.
The specialists were asked to valuate the number of their useful contacts with the exhibition participants, as well as the commercial benefits of the exhibition visit: Did you achieve your aims or not? Did the exhibition meet your needs fully or partly?
As a result, the interviewers found out that:
1) The number of useful business contacts ranged from 4 to 12;
2) 22% respondents were fully satisfied with exhibition
3) Two thirds of respondents were partly satisfied with exhibition
4) 3% respondents failed to reach their goals.
When asked what prevented them of reaching their aims, 57,2% respondents mentioned the lack of interesting participants and production range, which arose from a lack of new up-to-date equipment and the chaotic arrangement of the exhibition stands; while 7,1% respondents said that the exhibition was rather commercial than science-intensive.
Most respondents are satisfied with the exhibition, as well as reached their goals. According to their valuations, the exhibition (fully or partly) met the expectations of more than 80% visitors.
In addition, the research helped us to determine how the visitors found out about Kiev Industrial Week 2006. Most respondents were previously aware of the exhibition companies - participants, as well as their equipment and services.
Visitors Awareness of Exhibition Participants and Production
|
| Evaluation Criteria | Exhibitions | Production |
| I was well-informed | 19,5 | 17,4 |
| I was partly informed | 59,6 | 67,4 |
| I was not quite initiated | 15,6 | 10,6 |
| I had no information at all | 5,3 | 4,6 |
|
This table shows that the visitors rather had selective information concerning the production than about the participants. 37% respondents were well informed about the participants, as well as the production represented at the stands.
Furthermore, the interviewees were categorized in accordance with their positions at the companies.
Visitors of Kiev Industrial Week 2006:
|
| Visitors | |
% |
| Heads of Enterprises | |
18% |
| Chief Operation Officers | |
15% |
| Top and Middle Managers | |
35% |
| Specialists | |
32% |
|
The main reasons why the respondents came to the exhibition are to increase the sales quantities, to find new market channels, to research the consumer market, to analyze the competitors activities, as well as to carry out an advertising campaigns
Main Reasons For Participating in our Exhibions
|
| Reasons | |
Number of Responses, (%) |
| Improving of the sales quantities | |
21,0 |
| Search of new market channels | |
20,0 |
| Studying of the consumes market | |
20,0 |
| Introducing of new equipment/ services | |
15,0 |
| Formation of a dealers network | |
12,0 |
| Comparison of own and the competitors’ performances | |
12,0 |
|
20 % of the enterprises – participants visited the exhibition for the first time, while 67% of the enterprises previously participated in such events.
Among the main factors that forced the companies – participants to visit the exhibition, the interest to Ukrainian market dominates (44% respondents).
The fact that during 4 exhibition days, there was concluded 7 contracts and 36 protocols of intent, proved that the exhibition had (fully or partly) met the expectations of the companies – participants.
Based on all above-said, the respondents were asked to valuate the possibility of their participation in the exhibition next year.
When asked whether you would introduce your equipment and production at the next Industrial Week 2006 exhibitions, 88% respondents gave an affirmative answer, 2% respondents gave a negative answer, and 10% respondents refused to be drawn on.
Conclusion
• International specialized exhibitions Kiev Industrial Week 2006 were visited by 7 630 people.
• Among the registered participants, 20% - the heads of the companies, about 18% - the technicians, and 18% - the division superintendents.
• 78% respondents learnt about the exhibition from the complimentary tickets, 11% - from the mass media, and 6% - from the participants.
• International technical exhibitions Kiev Industrial Week 2006 reflect Ukrainian market environment, as well as enable the companies to determine a direct price – quality relation.
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