Recognise the six types of exhibition visitors

Trade fairs are attended by six kinds of visitors. This is what Karoline Wiegerink concluded with her research. It can be useful to be familiar with and recognise these types, firstly to better filter the abundance of visitors, secondly, to develop a strategy in accordance with the characteristics of each type.

• The exploring wanderer does not tend to a have managerial role. He/she may play an advice giving role in regards to purchasing. This type is only moderately interested and is often an employee of a large corporation.
• The determined information gatherer is often someone from management who is a decision maker when it comes to purchasing. He/she especially attends technical trade fairs. This type tends to be an interesting prospect for exhibitors.
• The networker is usually not a company leader and doesn’t play an advisory role. He/she rarely attends exhibitions with concise purchasing plans in mind. This type typically works in the service industry on an international level.
• The anti-exhibition visitor could potentially be a director/manager but doesn’t have any purchasing plans. This type is often employed by the local or regional authorities and tends to visit building and construction trade fairs. This visitor is hard to please, but does make a regular appearance.
• The transaction-oriented visitor is often an executive committee member and is most definitely a decision maker. He/she typically does have concrete purchasing plans. This type can be active in all kinds of corporate sectors, and is rarely employed by the government or the public service sector.
• The seminar attendee rarely has a leadership role but is often a co-decider. He/she is employed by large organisations, by the government or the public service sector. This type is interested in knowledge more than anything else, and is therefore partial to congress exhibitions.