Wij verwachten dat er veel minder bezoekers naar de beurs komen

Dat geluid is steeds meer te horen. Maar is het een goede of slechte aanname. Klopt het wel?

Beursorganisatoren die onder de beursbezoekers van de vorige edities een enquete hielden komen veelal tot de conclusie dat tussen de 75 en 90% van de bezoekers van plan is de betreffende vakbeurs weer te bezoeken.

Maar goed. Hoe zouden die dat dan onderzoeken en preken die niet teveel voor eigen parochie? Je zou er slecht over kunnen denken.

Wij zouden zelf in september op een vakbeurs staan in Amsterdam. Uiteindelijk werd die beurs afgeblazen omdat de helft van de exposanten het niet zag zitten. Er zouden geen bezoekers komen.

Van diezelfde beurs wordt eigenlijk altijd al gezegd dat er best meer bezoekers mogen komen en liefst ook een wat hoger doelgroep gehalte. Toch komen al die exposanten elk jaar weer terug, omdat ze een succesvolle beurs draaiden. Kennelijk is er toch niet zoveel mis met het publiek.

Conclusie: het gaat uiteindelijk niet om kwantiteit. Want al zouden er meer mensen lopen dan is het vast niet allemaal jouw doelgroep en in het onwaarschijnlijke geval dat het wel zo is krijg je ze nooit allemaal te spreken.

Het is veel waarschijnlijker dat de mensen die nu komen 100% doelgroep is. Want waarom zou je risico nemen, als dat er al overmatig is op een beurs die alle evenement protocollen naleeft, door naar een beurs te gaan als je er niks te zoeken hebt. Je gaat nu alleen naar een beurs als je er echt iets te zoeken hebt.

Veel of weinig mensen, het gaat niet om de kwantiteit van de bezoekers maar om de kwaliteit.

En die zou in deze periode best eens extreem hoog kunnen zijn.

Dit bericht is gepost in blog. Bookmark de link.

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