Jolly good show
Page 6
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By David Wilcox
Exclusive
OVER a fifth of the visitors to the Motor Show last October were there primarily to see the commercial vehicle exhibits.
This is one of the results to emerge from a survey carried out at the Birmingham show by Exhibition Surveys of Melton Mowbray.
It was commissioned by the major commercial vehicle manufacturers and importers which will all receive a detailed analysis of their own stand and marketing effectiveness together with these general results.
Exhibition Surveys reports that over 147,000 of the 700,000 visitors to Birmingham were specially interested in the commercial exhibits, and nearly 60 per cent of these claim to have influence in their companies' purchasing decisions on vehicles, parts or equipment.
The survey company also says that the Motor Show is building up a hard-core of regular attenders, defined as those who have been to three or more shows. The number of regular attenders had increased this year to 42 per cent of the commercial show visitors. Only 20 per cent were first-timers.
Nearly 60 per cent said they had come out of general interest while 56 per cent said they had come to examine the new products there.
One third of the commercial show visitors were from the Midlands and another 17 per cent came up from London and the South-East. On average, they spent six hours at the show.
Asked in retrospect which was the most memorable stand in the commercial vehicle halls, Ford was mentioned by 28 per cent of the visitors. Leyland Trucks (which had the largest stand) was nominated by 25 per cent.