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 (Switzerland) 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. Results were presented yesterday in a press conference. 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 (you can read more on satisfaction surveys on our article “The seven deadly sins” here).
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!
Main aspects highlighted by the survey
- SIAMS is a targeted, specialist trade fair
- SIAMS is a welcoming, enjoyable trade fair
- SIAMS is an extra-regional trade fair
- SIAMS is undergoing constant improvement
Many tools for exhibitors In order to help their exhibitors to maximise their participation, the organisers are going to release a toolbox soon. We don’t know more for now and indeed we will keep everyone posted as soon as possible.
Last possibilities to exhibit, hurry up! According to the director, the next edition of SIAMS (from May 6 to 9, 2014) will see the halls being fully occupied. But even so, there is still space for a lucky few who can make a quick decision (Call Laurence Gygax at +41 32 492 70 10 or [email protected]).
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