AUMA. The Association of the German Trade Fair Industry (AUMA) has optimised its TradeFairBenefitCheck. Companies can now calculate and evaluate their fair participations interactively. First, they can identify what objectives they want to achieve and how.

They can calculate the utility value of these quantitative goals by the costs of alternative marketing tools, e.g. sales force expenses for achieving a specific number of contacts with new customers. The utility values for each objective are added up to find out the quantitative utility value of the fair. Then the costs of participation are calculated and compared with the total utility value. 6,500 companies have already downloaded the AUMA TradeFairBenefitCheck free of charge since its introduction in 2004. www.auma.de/mnc/mnc.html