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EXSA RESEARCH MODULE TWO QUESTIONNAIRE

Please note that your responses will remain confidential. 1. Does your job function include any aspect of marketing (either in an in-house capacity within a company or organisation - charity, NGO, Government body, etc - or on an outsourced basis at a marketing agency/consultancy)? Yes No If you answered Yes please continue with the questionnaire. If you answered No please do not continue with the questionnaire and forward it to the relevant department.

SECTION A
2. Your name: 3. Your companys name: 4. Your designation: 5. Your e-mail address: 6. The city/town in which you work:

Please mark your answers with a cross (X) in the relevant boxes below. 7. In what kind of environment do you practise your marketing function? 7.1. Within a marketing agency/consultancy (including in a freelance capacity) 7.2. In-house at an organisation, company, NGO, Government department etc. If you answered 7.1. please answer SECTION B. If you answered 7.2. please answer SECTION C.

SECTION B Agency/Consultancy
8. How would you categorise your organisation? (Mark with an X) PR consultancy Communications consultancy Above-the-line agency Below-the-line agency Through-the-line agency Marketing consultancy Freelancer Other (please specify): 9. How many people does your organisation employ? 1 10 11 50 More than 50 10. How many exhibitions have your clients taken part in, on your recommendation, within the last 12 months? (Give a combined figure for all your clients.)

11. Into what sectors did the above exhibition/s fall? Sector Broad sector / Agriculture Computers / IT / Communications Tourism / Travel Mining / Industrial / Electronics Gardening / Outdoor / Adventure Sports Home & Office Dcor / Furniture Education / Training / Careers Gifts / Toys / Hobbies / Entertainment Automotive / Transport Advertising / Marketing / Management Catering / Food / Beverages Health / Beauty / Baby care Other (please specify): Number of Exhibitions

12. How many of the above exhibitions fell into each of the following stand size categories? Stand Size 0 9m2 10 27m2 28 50m2 More than 50m2 TOTAL Number of Exhibitions

13. If you have used exhibitions in the last 12 months, what prompted you to recommend them as a marketing tool? In Column 1 mark the relevant factors with an X. In Column 2 rank the three most important factors on a scale of 1-3, where 1 is the most important reason for using exhibitions.

Exhibitions offer: Direct contact with a target market Opportunities to network within the industry Opportunities to launch new products Opportunities for companies staff to meet customers Opportunities to attract new customers Opportunities to learn about competitors Opportunities to reinforce relationships with existing customers Opportunities for building brand awareness Other (please specify):

Column 1

Column 2

14. If you have not used exhibitions in the last 12 months, please tell us why not: In Column 1. mark the relevant reasons with an X. In Column 2. rank the three most important reasons for not using exhibitions on a scale of 1-3, where 1 is the most important reason for not using exhibitions. Reasons for not using exhibitions: Exhibitions require too much effort Exhibitions generate insufficient returns The charges for exhibition space are too expensive The design and building of stands is too expensive There are too many exhibitions to choose from There is no commission payable for using exhibitions Organisers do not provide ABC-audited visitor information There is insufficient available information about forthcoming exhibitions There are no exhibitions in the relevant sectors Clients do not want to participate in exhibitions NB. If this is relevant, please give clients reasons for not wanting to exhibit, below: Column 1 Column 2

Other (please specify):

15. What do you believe is the average percentage breakdown of companies below-the-line expenditure? (%) Special Events Point-of-sale material / collateral Conferences Corporate gifts Exhibitions Other (please specify):

TOTAL 100 16. What percentage of your agency/consultancys media spend is allocated to: (%) Print Outdoor Radio Television Electronic (Internet) Exhibitions Other (please specify):

TOTAL 100

17. If your clients participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly worthwhile experience? If so, list them below:

18. What were the factors that made the above-mentioned exhibition/s worthwhile? The exhibition was well attended The exhibition was well organised The visitor profile was compatible with the companys target market The exhibition generated a return on investment The exhibition reinforced customer relationships The exhibition generated sales The exhibition was a true representation of that particular sector Other (please specify):

19. If your clients participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly disappointing experience? If so, list them below:

20. What were the factors that made the above-mentioned exhibition/s disappointing? The exhibition was not well attended The exhibition was badly organised The visitor profile was not compatible with the companys target market The exhibition did not generate a return on investment The exhibition did not reinforce customer relationships The exhibition did not generate sales The exhibition was not a true representation of that particular sector Other (please specify):

21. Do you measure your clients Return On Investment (ROI) for exhibition participation? Yes No 22. If you answered Yes to question 21 above, what measurements do you use to calculate the ROI of exhibition participation? Increase in turnover / direct sales Feedback from staff Leads generated Building of contact database Channel building Building of brand awareness Test marketing of a new product Maintaining customer relationships Other (please specify):

23. Would you like guidance on measuring ROI on exhibition participation? Yes No 24. Had you heard about EXSA before receiving this questionnaire? Yes No

25. If you answered Yes to question 24 above, where did you hear about EXSA? Saw its stand at an exhibition In a marketing publication (please specify):

Word-of-mouth On the Internet From a client Not sure Through a related association e.g. PRISA, MFSA Other (please specify):

26. What information would you be interested in receiving from EXSA? I am not interested in receiving any information Forthcoming exhibitions Tips for successful exhibiting Trends in the exhibition industry EXSA membership details and benefits EXSAs guide for measuring exhibition ROI Other (please specify):

27. Do you have any insights or advice that could be of use to the exhibition industry?

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SECTION C Organisation/company
28. How would you categorise your organisation? Company Government department NGO Parastatal Professional or Industry Association Other (please specify):

29. What department do you work in? PR Department Communications Department Marketing Department Promotions Department Sales Department Admin Department Other (please specify):

30. How many people does your organisation employ? 1 10 11 50 51 - 100 More than 100

31. Has your organisation participated in an exhibition/s in the last 12 months? Yes No

11 32. If your organisation has not participated in any exhibitions in the last 12 months, please tell us why not: In Column 1. mark the relevant reasons with an X. In Column 2. rank the three most important reasons for not using exhibitions on a scale of 1-3, where 1 is the most important reason for not using exhibitions. Reasons for not using exhibitions: Exhibitions require too much effort Exhibitions generate insufficient returns The charges for exhibition space are too expensive The design and building of stands is too expensive There are too many exhibitions to choose from There is no commission payable to one for exhibitions Organisers do not provide ABC-audited visitor information There is insufficient available information about forthcoming exhibitions Clients do not want to participate in exhibitions There are no exhibitions in the relevant sectors Other (please specify): Column 1 Column 2

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33. If your organisation has participated in an exhibition/s in the last 12 months, why do you use exhibitions? In Column 1 mark the relevant factors with an X. In Column 2 rank the three most important factors on a scale of 1-3, where 1 is the most important reason for using exhibitions. Exhibitions offer: Direct contact with a target market Opportunities to network within the industry Opportunities to launch new products Opportunities for staff to meet customers Opportunities to attract new customers Opportunities to learn about competitors Opportunities to reinforce relationships with existing customers Opportunities for building brand awareness Other (please specify): Column 1 Column 2

34. If your organisation has participated in an exhibition/s in the last 12 months, how many exhibitions has it participated in? Number of Local Exhibitions Pure trade exhibition Pure consumer exhibition Combined trade and consumer exhibition Exhibitions run alongside conferences (Confexs) Other (please specify): Number of International Exhibitions

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35. How many of the above exhibitions fell into each of the following stand size categories? Number of Exhibitions 0 9m2 10 27m2 28 50m2 More than 50m2 TOTAL

36. If your organisation participated in local exhibitions in the last 12 months, where did they take place? Number of Exhibitions Johannesburg Pretoria Cape Town Durban Port Elizabeth Other (please specify):

37. If your organisation participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly worthwhile experience? If so, list them below:

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38. What were the factors that made the above-mentioned exhibition/s worthwhile? The exhibition was well attended The exhibition was well organised The visitor profile was compatible with the companys target market The exhibition generated a return on investment The exhibition reinforced customer relationships The exhibition generated sales The exhibition was a true representation of that particular sector Other (please specify):

39. If your organisation participated in an exhibition/s in the last 12 months, were there any that stood out as a particularly disappointing experience? If so, list them below:

40. What were the factors that made the above-mentioned exhibition/s disappointing? The exhibition was not well attended The exhibition was badly organised The visitor profile was not compatible with the companys target market The exhibition did not generate a return on investment The exhibition did not reinforce customer relationships The exhibition did not generate sales The exhibition was not a true representation of that particular sector Other (please specify):

15 41. If your organisation participated in an exhibition/s in the last 12 months, how much was spent on exhibiting? Local Exhibitions R R R R R R R R R TOTAL R R International Exhibitions R R R R R R R R R R R

Amount spent on exhibition space or shell scheme package Amount spent on custom-built stands Amount spent on portable/re-usable stands Amount spent on PR Amount spent on marketing literature/collateral Amount spent on personnel/staff Amount spent on hospitality Amount spent on other items (please specify the items below):

42. What is the average percentage breakdown of your organisations below-the-line expenditure? (%) Special Events Point-of-sale material / collateral Conferences Corporate gifts Exhibitions Other (please specify):

TOTAL 100

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43. What percentage of your organisations media spend is allocated to: (%) Print Outdoor Radio Television Electronic (Internet) Exhibitions Other (please specify):

TOTAL 100

44. When organising participation at an exhibition, you are more likely to: Buy a stand (custom-made or portable) Hire a stand Other (please specify):

45. If your organisation participated at an exhibition/s in the last 12 months, who initiated your organisations exhibition participation: Your organisations own personnel An exhibition organiser Your organisations advertising/marketing agency/consultancy? A stand builder Other (please specify): 46. Your organisations exhibition participation is most often organised: Entirely by the organisation With assistance from agencies/consultants Entirely by agencies/consultants Other (please specify):

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47. If your organisation is in any way involved in organising exhibition participation (on its own or with assistance), which department/s is/are involved? PR Communications Advertising Marketing Promotions Exhibitions Sales Other (please specify):

48. If your organisations advertising/marketing agencies/consultancies are in any way involved in organising exhibition participation, which agencies/consultancies are involved? PR consultancy Communications consultancy Above-the-line agency Below-the-line agency Through-the-line agency Marketing consultancy Freelancer Other (please specify):

49. Do you measure the Return On Investment (ROI) for exhibition participation? Yes No

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50. If you answered Yes to question 49 above, what factors do you use to measure the ROI of exhibition participation? Increase in turnover / direct sales Feedback from staff Leads generated Building of contact database Channel building Building of brand awareness Test marketing of a new product Maintaining customer relationships Other (please specify):

51. Would you like guidance on measuring ROI on exhibition participation? Yes No 52. Had you heard about EXSA before receiving this questionnaire? Yes No 53. If you answered Yes to question 52 above, where did you hear about EXSA? Saw its stand at an exhibition In a marketing publication. (please specify): Word-of-mouth On the Internet From our marketing/advertising agency/consultancy Through a related association e.g. PRISA, MFSA Not sure Other (please specify):

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54.What information would you be interested in receiving from EXSA? I am not interested in receiving any information Forthcoming exhibitions Tips for successful exhibiting Trends in the exhibition industry EXSA membership details and benefits EXSAs guide for measuring exhibition ROI Other (please specify):

55. Do you have any insights or advice that could be of use to the exhibition industry?

EXSA thanks you for your assistance. Please return completed questionnaires by e-mail (hawes@netline.co.za) or fax to Heather Hawes at Research Services on (011) 880-7580. If you have any queries please contact Heather on (011) 880-7581 or 083 308 5580.