you are here: KU.de  Communication  For journalists  News

24.01.19

KU management students advise Stuttgart Trade Fair on visitor marketing

Students of the Ingolstadt School of Management (WFI) at the Catholic University of Eichstätt-Ingolstadt (KU) have developed new marketing solutions for an international trade show hosted by the Stuttgart Trade Fair. The specific case study for the practical project conducted by the Chair of Service Management was the “Südback” trade fair for bakery and confectionery trades which is organized every two years with approximately 700 exhibitors.


At the end of their practical semester on visitor marketing at the Stuttgart Trade Fair, students had the chance to present their concepts on site. (Photo: Bischoff/upd)

At the end of their practical semester on visitor marketing at the Stuttgart Trade Fair, students had the chance to present their concepts on site. (Photo: Bischoff/upd)

During their practical semester, students formed three project groups to investigate the question of how the visitor’s stay at the trade fair can be guided better and thus be adjusted to their interests and how visitors could be attracted to follow-up events. Students questioned visitors and exhibitors of previous trade fairs and summarized the results gained to developed recommendations for the next event in September this year. The imaginary budget allowance for the set of measures was 100,000 euros.

The students now had the chance to present their solutions to the responsible managers at Stuttgart Trade Fair. Amongst others, they suggested expanding the existing trade fair app by additional features: It should give visitors the possibility to purchase tickets at short notice and offer functions allowing visitors to arrange appointments with individual exhibitors at the trade fair. People questioned also expressed their wish that the app provided more detailed information on the stands and exhibitors. Furthermore, the app should be able to guide smartphone users to particular stands depending on their individual interests to facilitate orientation within the wide trade fair program range. The organizers of the fairs can benefit from enhanced functionality of the app by being able to provide visitors of future trade fairs with a customized overview of exhibitors.

The announcement of the Stuttgart Trade Fair managers that they will be integrating some of the suggested changes into their new marketing concept is a particular success for the students.