The relevance of educational fairs in the 21st century – decision matrix for exhibitors and visitors to participate

Abstract

The aim of this article is to consider why exhibitors and visitors participate in educational fairs and whether these kinds of trade fairs are important for the professional and study orientation of young professionals. The main content of the article is to demonstrate the relevance of educational fairs and their opportunities and to show a basis for decisionmaking for exhibitors on how to determine whether a cost-intensive participation in an educational fair is worthwhile. In principle, the analysis of current literature has shown that education fairs take place in large numbers, especially in Germany, and there is a desire for such presence and direct contact with target groups, especially under the current limitations of the Corona pandemic. Based on research using expert interviews and an online survey, results were generated as to what information provides, why exhibitors and visitors use educational fairs. In conjunction with the literature research, criteria of exhibitors and visitors were compared for participation in the educational fair and then the decision criteria were merged into a pestel analysis. Finally, necessary decisions were summarised on educational fair planning, exhibition execution and educational fair analysis. Educational fairs give exhibitors the possibility of direct contact with target groups and feedback. For visitors, educational fairs provide an overview of offers, possibly new impetus for educational offers or by practical testing the consolidation of the career wish. It is to be expected that educational fairs will remain an important marketing tool in the future, possibly establishing hybrid formats.