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Media Orientation

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The start of a new year is an excellent moment for contractors to plan what trade fairs they will visit in the months to come. At the start of 2022, however, as Omicron still surges the world, it seems hard to make any solid plans. For two years now, the pandemic has been plaguing traditional physical trade fairs, often denying manufacturers of construction materials the opportunity to showcase their solutions.

During the hardest lockdowns, virtual trade shows were set up as an alternative. The construction sector is a rather traditional one, however, and contractors usually prove that claim, but given the pressure of the pandemic, the choice for the traditional is not always present.

All the more reason to gather contractors’ opinions on physical versus virtual trade fairs during and after the pandemic. That is what we asked 950 European contractors for the Q4 2021 report of USP Marketing Consultancy’s Contractor monitor, which focuses on media orientation.


Like many of us, architects are social creatures, and in their line of work, staying up to date with trends and developments is a professional must. In normal times, that means architects receive brand representatives and visit trade fairs relatively often, discussing said trends and developments over a coffee or whatever their preferred beverage may be. But then Corona hit.

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