Integrated tradeshow evaluation at ABB in Germany

German business-to-business communications strategies rely heavily on participation in trade shows:

The Association of the German Trade Fair Industry (AUMA) ranks trade shows second as a communications tool, and accordingto the German Electrical and Electronics Industry Association (ZVEI), trade shows and exhibitions account for forty percent of typical communications budgets. These statistics have remained constant for years and ABB is no exception.

To address this issue, the „ABB Communications“ steering committee; that is, the panel with communications representatives from both the divisions and corporate communications, initiated a project to develop a consistent evaluation process suitable for various trade shows.

Initiator and service provider: Internal ABB project

Method: Consistent objectives definition, objective weighting by pairwise comparison, objective evaluation by degree of achievement in percent

Time-frame: October 2009 to April 2010

You can download the case study here. 

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