The Society for the Testing of Trade Fair Data in Germany (FKM) has introduced new key figures for the certification of trade fairs: Total Attendance, Customer Satisfaction and Intention to Re-visit. The aim is to further adapt certification to changing market conditions. This was decided by the shareholders of FKM – Gesellschaft zur Freiwilligen Kontrolle von Messe- und Ausstellungszahlen last December in Hanover.
The total number of participants includes visitors, exhibitor personnel and media representatives as well as speakers and congress participants if they are present at the trade fair. This figure is primarily used internationally and supplements the previous count, which only referred to visitors.
Supplementing existing key figures
The new key figures can initially be certified as an option. They offer a valuable addition to the existing key figures and focus more on qualitative aspects than purely quantitative ones. This not only improves international comparability, but also facilitates communication about the value of trade fairs. At the same time, FKM remains compact and efficient as an organization.
“The main purpose of introducing these new key figures is to increase transparency for exhibiting companies and visitors,” says Dr. Jochen Köckler, Chairman of FKM. “It is crucial for the trade fair industry both to promote confidence in the strengths of trade fairs and to communicate the right key figures for measuring success. This makes it possible to present the unique selling proposition of trade fairs more clearly and comprehensibly.”
Adapted to market requirements and international standards
The resolutions are based on two years of intensive committee work by FKM. Hendrik Hochheim, Managing Director of FKM, and Tanja Gerhardt, Chairwoman of the FKM Working Committee, reported on the challenges that had to be overcome. “It was a demanding task to find solutions that took into account the complexity of the trade fairs. It was not just about creating something new, but also about preserving what already existed,” they explain. The aim was to adapt the inspection processes to market requirements and international standards.
Ensuring credibility and quality, reducing costs
Together with the auditors, the processes were made more efficient, helping the industry to save costs without jeopardizing credibility and data quality. One example of these measures is the minor change to on-site audits.
“We have succeeded in adapting the certification rules so that they meet current market requirements without losing professionalism,” says Britta Wirtz, First Deputy Chairwoman of FKM. “FKM has shown itself to be an organization that is able to adapt flexibly to new requirements while maintaining high standards.” Special thanks go to all those involved who have made a significant contribution to these successful results.
FKM remains the central and objective authority for the certification and publication of trade fair and exhibition data in Germany. Every year, more than 30 organizers together have around 150 trade fairs and exhibitions certified by FKM.
