WMMA Survey Suggests Benefits of U.S. Woodworking Industry Trade Shows Will Continue to Draw Crowds

Personal Contact to Evaluate New Products and New and Existing Vendors Cited as Factors in Trade Show Attendance and Making Purchasing Decisions

April 8, 2009 – Philadelphia, PA — Woodworking industry professionals indicate they perceive value in attending trade shows and conferences in providing exposure to new ideas, products, vendors and processes. According to a survey sponsored by the Wood Machinery Manufacturers of America® (WMMA®) in December 2008, wood industry professionals plan to sustain their attendance at trade shows.

This positive statement is based both on survey respondents’ stated intentions to continue to participate as well as based on their statements of the benefits they derive from their overall trade show participation. They look to trade shows to help them make decisions that will have a positive impact on their companies’ processes and profitability. And, very few say they are relying less on trade shows to make decisions for equipment/machinery purchases. In fact, more than twice as many report even greater reliance on trade shows for machinery/equipment decisions than in the past. Overall, these findings support other research on the value of IWF and other trade shows conducted previously for WMMA.

"The implication of the data is encouraging," said WMMA Chair of the Business Development Committee Todd Sommerfeld, president of Kreg Tool Company, Huxley, Iowa. WMMA’s Business Development Committee was the principal sponsor of the survey. “We want to better understand the activities regarding trade show attendance and purchasing behaviors of customers of WMMA members so that our businesses can adjust accordingly – and it seems as if it makes sense for many companies to continue to exhibit at trade shows in order to meet our customers face to face.” WMMA is a trade association of U.S. manufacturers of woodworking machinery, cutting tools, and supplies whose purpose is to promote the interests of its members serving the woodworking industry. Quail Run Business Solutions conducted and analyzed the survey results.

"This is the fourth in a series of market research studies to benefit WMMA members,” said Executive Vice President Ken Hutton. “WMMA is a rich source of market research information for our members and these projects are led by the volunteer members of the Business Development Committee. Their active involvement benefits the association, their companies and the industry.” Other studies have included in-depth interviews of wood component and millwork professionals, a qualitative research study in a bulletin board focus group of woodworking professionals/ cabinetmakers, and an online quantitative research study just prior to IWF 2008 of planned attendance, preferences and overall purchasing intentions.

Survey Highlights

WMMA surveyed woodworking industry professionals to better understand their activities regarding trade show attendance and purchasing behaviors. In addition to profiling respondents on a variety of business characteristics, the study also addressed:

• Number of trade shows attended in the past 12 months
• Comparisons of regional and national trade shows on various factors
• Expected changes in attendance at regional trade shows over the next three years
• The most important benefits derived from trade show participation
• Whether or not regular attendee of IWF
• Attendance at IWF 2008
• Reasons did or did not attend IWF 2008
• Preferred show in the woodworking industry
• Categories involved in purchasing
• Categories of interest at IWF 2008
• Purchases made at, following or still pending as a result of attending IWF 2008
• Reliance on manufacturers or distributors/dealers for purchases
• Reliance on trade shows to make equipment decisions
• Importance of online research in the evaluation of woodworking machinery/equipment and future expectations
• Awareness and interest in the concept of a virtual trade show

Trade Show Activities and Preferences

Respondents to this survey attend and value trade shows and conferences in the woodworking industry. In the past 12 months, 83% have attended one or more such event. While 41% have attended only one, 42% have attended multiple events and 63% attended IWF 2008. Just over half consider themselves a regular IWF attendee.

The importance of vendor contact is an important draw for IWF attendees. Those attending IWF 2008 came in order to evaluate new vendors (73%) and/or meet with existing vendors (70%). The intention to network with other professionals was noted by 53%. Almost half (45%) went specifically to purchase products. Educational forums were of importance to 23%.

In stating the benefits received from trade show participation, these industry professionals provided a wide range of responses. The value of having so much under one roof was noted by many as providing an opportunity to compare and contrast different machinery and equipment in a single venue in one or two days. Evaluating machinery/equipment in a hands-on environment is essential. Building relationships with technical professionals at the shows provides an added dimension. They value learning about innovations in product or process that will help them create more efficiencies in their company.

In comparing and contrasting national vs. regional shows, national shows are viewed as strongest in providing a range and number of exhibitors, since 73% prefer national shows on this factor. National shows outperform regional shows in the areas of educational programs (38% as compared to 15%), while regional shows have the benefit of a lower cost of attendance (42% vs. 15%). However, when it comes to quality time with exhibitors of interest, there is no clear winner (30% for national and 28% for regional shows).


With these perceptions in place, 31% plan to increase the number of regional shows they will attend over the next three years. Eight percent plan to decrease the number of regional shows while 46% expect to maintain their current attendance levels.

About half are aware, at least to some degree, of the virtual trade show concept – 18% are aware of the concept and how it works, while 32% are aware of the concept but not the specific logistics and operations. There is a wide disparity in the degree of interest in this concept, with about as many being extremely interested (15%) in learning more about this concept as not at all interested (14%).

IWF Purchasing

Almost all (92%) of those surveyed are involved in the purchase decision process and 80% are specifically involved in purchasing woodworking machinery/equipment. And, the vast majority (87%) of those attending IWF 2008 were specifically interested in woodworking equipment at the show. Over half (57%) were interested in supplies and 47% expressed interest in cutting tools.


IWF is a buying environment, but purchasing does not stop when the show floor closes. Over half (57%) of those attending IWF 2008 made purchases at or after the show, with 31% specifically purchasing at the event. One-third (34%) purchased after the show as a result of what they saw and evaluated at IWF 2008 and 42% are still considering purchasing as a result of IWF 2008. These reported purchases reflect a total of 76% of attendees having purchased at or after IWF or who are still in the purchase decision process as a result of the show.

The dollar value of IWF purchases ranges from 54% spending less than $10,000 to 29% spending $50,000 or more. A small percentage (4%) reported spending over $500,000.

At the time of the survey, 37% of those who already purchased as a result of IWF or are still planning an IWF related purchase specifically made a purchase of one or more types of machinery/equipment at the show. A little less than half (46%) report a post-show equipment/machinery purchase. Three-quarters (74%) are still considering the purchase of one or more types of machinery/ equipment as a result of IWF 2008.

General Purchasing

The majority (57%) of expenditures for woodworking equipment/machinery over the past two years have been acquired through a distributor/dealer. Just over a third (35%) came direct from the manufacturer. Looking forward, 44% say their preferred source of purchases depends on the type of machinery/equipment they are purchasing. However, 30% say they would generally prefer to buy direct from the manufacturer. Only 8% report they would generally prefer to buy via a distributor/dealer.

About one in four respondents (26%) say they are relying more on trade shows for equipment decisions than they have in the past. Only 11% are relying less, while the majority (63%) is currently relying on trade shows to the same extent as in the past.


Online research is an important factor in evaluating purchases of woodworking machinery/equipment. Almost half (45%) say it is extremely important. Three-quarters (74%) rate it within the top two levels of importance (5 or 6 on 6-point scale). Online purchasing is expected to stay constant or increase in the next three years and 40% of those surveyed currently buy online and expect to buy more online in the future. Over one-third (35%) buy online and expect their online purchasing in the next three years to continue at the same level as currently.

Survey Methodology

This survey was conducted online among industry professionals drawn from three different list sources. Lists were obtained by WMMA from IWF, Wood & Wood Products Magazine and FDM/CabinetMaker Magazines. The sample was limited to those individuals for whom e-mail addresses were available and eligible respondents were further restricted to those from the United States and Canada. Lists were merged to eliminate duplication. The survey was implemented by WMMA and the results tabulated and analyzed by Quail Run Business Solutions.

A total of 42,821 eligible survey participants were sent an initial e-mail invitation on December 3, 2008 asking for their cooperation. A reminder followed on December 15, 2008. As an incentive to participate, those who entered their e-mail address were offered a sweepstakes entry to win one of five $100 Visa gift cards. By the closing date of December 27, 2008, 1,160 valid completions were received.