When a company is experiencing healthy development and everything is running smoothly, the risk of operating on autopilot increases, which can lead to problems. It was this pitfall that the organisers of SIAMS wanted to avoid. They carried out a large-scale survey of the event’s exhibitors, both actual and potential, in order to better meet requirements. Before next issue that will take place in less than one month Interview with Francis Koller, director.
A specialist company carried out the telephone survey using a representative sample of customers and non-customers from both French- and German-speaking Switzerland. According to the specialist institute, the results are statistically representative and provide excellent scope for interpretation and use.
Why a survey? "We had a good idea of the perception of SIAMS and the satisfaction of our exhibitors, but we wanted more "scientific" data to guide our decisions," explains the director. The result: Perceptions that correspond well with the SIAMS vision. So, was this survey a waste of time? Mr. Koller states: "Absolutely not. Certainly we were very pleased to discover we were getting many things right, and that the positioning of SIAMS is almost unanimously clear, but we also identified several areas for improvement. I would also like to thank everyone who took the time to participate and answer our questions." The average interview lasted 15 minutes, however some took over 45 minutes!
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PS: We’ve seen a nice invitation for Siams largely distributed in Sweden... even if regional in Switzerland, France and Germany, this trade show clearly brings people from many more countries. Its specialisation is certainly one of the reasons of this success.
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