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The future of building
BAU NEWSSeptember 2011
ContentsIn this newsletter, all the latest on:
BAU: Global benchmark
Key theme: Energy 2.0
Viewpoint: Professor Juhani Pallasmaa
Key theme: Sustainability
Interview with the orchid
HotlineTel. +49 89 949-11308Fax +49 89 firstname.lastname@example.org
BAU 2013: Preparations in full swing
BAU NEWS is published by Messe Mnchen GmbH, BAU 2013 Exhibition Team
20th anniversary of BAU ve decades of success
As September gets under way BAU 2013 is starting to take shape. The detailed planning of the hall layouts is due to start on 9 September. Once again there is strong demand. Anyone who wants to be there should not delay and should get their application in soon.
The fact that BAU is booming is hardly news any longer. Over the past few years it has almost become a self-evident truth. Even in the crisis years of the building industry we were regularly able to report full halls. But fear not, we are not resting on our laurels; we are continuing to work consistently on the development of BAU. Standing still would mean going backwards.
The beginning of September is also our deadline for the completion of some basic homework. We have therefore conducted discussions in the sector, with partners, politicians, representatives of trade and industry, public and private insti tu-tions, and naturally also with media and publishers in Germany and abroad. Now it is time to turn words into action: the layouts of the 17 exhibition halls are being planned, forums and special shows are being filled with content, the extensive ac com-panying programme is being set up. Every thing must be in place within one year, when the inten-sive phase of visitor advertising is due to start.
We have also embarked on a fundamental as-sess ment: where are we now, where do we want to go, what will be the themes of the future? On the exhibitor side we have no further scope for quantitative growth at present, but we can raise the quality. Our aim is to bring the worlds key players in the building industry together at BAU. We
cannot and will not transfer the BAU concept outside Germany. On the visitor side, we made a real quantum leap in January. Here is a reminder of the excellent figures: 238,000 visitors (+12%), including 60,000 (+61%) from outside Germany! The aim now is to maintain this high level, and even to build on it slightly if possible. We will not always be able to achieve 10% growth, but analyses of potential show that there is still a great deal of scope, particularly internationally in regions such as Asia, North and South America. There is also further potential in Germany and other important countries and markets in Europe, which can be tapped by means of targeted measures.
What are the themes that will dominate the next BAU? Sustainability and intergenerational soli-darity will be right at the top of the agenda again in 2013. And then there is Energy 2.0. What is the future for energy supplies and energy manage-ment in buildings? The German governments turnaround on energy has added further fuel to the debate. You can read all about our initiatives in this edition of BAU NEWS. There is even an interview with our new adver tising motif, the orchid. We wish you enjoyable reading!
Your BAU Team
The team behind BAU 2013 (Exhibition Management, Press, Advertising). Left side, front to back: Johannes Manger, Andrea Hack, Mirko Arend, Markus Sporer, Anita Steinle. Right side, front to back: Maritta Dtter, Nina Nowatius, Christina Maier, Brigitte Fiedler, Mareile Kstner.
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Based in Germany, the number one in Europe and a global benchmarkthat is the positioning adopted for BAU as a leading global trade fair. On the basis of this principle, BAUs exhibition management is further intensifying its inter-nationalisation efforts, without losing sight of the core market in Germany and Europe.
Sometimes its a balancing act, admits Exhibition Director Mirko Arend, but BAU aims to offer a home for small businesses just as much as large groups, and to appeal to skilled trades in the regions just as much as to global planning and architecture firms.
Even though BAU is increasingly attracting inter national exhibitors (2011: 539) and visitors (2011: 59,940), its core customer base remains in Germany. The last time the event was held, 75% of visitors (178,290) and 74% of exhibitors (1,528) came from Germany. It is also noteworthy that of the 60,000 foreign visitors to BAU 2011, 38,175 came from the EU. That means we have to operate on two or three different tracks, explains Mirko Arend: We look after our core customers and focal markets in Germany and Europe while trying to tap into new, up-and-coming markets for BAU overseas and in Asia.
Further potential in Germany and EuropeThe position in Germany is clear: around two-thirds of visitors come from southern Germany, pre dominantly from Bavaria and Baden-Wrttem-berg, but there are still untapped reserves in northern, western and eastern Germany, ac-cording to Mirko Arend. The European picture is very mixed: in leading visitor countries such as Austria (11,301 visitors on the last occasion) and Italy (4,236), the potential is almost exhausted or
at least well exploited. In large but traditionally nationally oriented construction markets, such as the United Kingdom (1,179 visitors), France (1,746) and Spain (1,055), BAU attracts a comparatively large number of specialist visitors, but could probably bring in many more. The same applies to growth markets in eastern Europe, such as Poland (2,042) and the Czech Republic (2,246). Overseas, BAU concentrates its visitor marketing
on the booming markets of India and Brazil. Rio de Janeiros hosting of the football World Cup (2014) and the Olympic Games (2016) will give an additional boost to construction demand in the years ahead.
Strategic partnershipsIn its national and international visitor marketing, BAU works on a long-term basis with strategic partners such as the Fraunhofer Building Inno-vation Alliance and the ift Rosenheim research and testing institute. Both institutions have an excellent network in the industry and support us
in implementing themes, says Mirko Arend. In focal markets such as India and Turkey, awareness of the BAU brand is being strengthened on a targeted basis through alliances with local part-ners. In India the local partner is the Builders Association of India (BAI) and in Turkey it is the Building Information Centre (YEM), which among others organises the TurkeyBuild trade fair in Istan bul. The benefits of the cooperation
with YEM were already evident at BAU 2011, when the number of visi-tors from Turkey (2,600) more than doubled compared to 2009.
Conventional marketingStrategic alliances are the optional part of marketing; the standard part comprises the usual range of mar-keting tools. BAU organises targeted marketing campaigns in more than 70 countries. These may involve advertisements or supplements in the trade press, collaboration with media or press conferences, direct mail shots or face-to-face meetings with key multipliers. The more
significant the country is as a target visitor market, the more extensive is the marketing activity. Key means of advertising such as the visitor guide are published in the national languages of all focal markets. BAU also has a multilingual online presence. There are plans to create landing pages for BAU 2013 in eight languages, in order to provide visitors from the various countries with the main information in their own language. According to Exhibition Director Mirko Arend, all these measures have the same objective: bringing the world to BAU in Munich.
Based in Germany, but a global benchmark
BAU visitor marketing
The Long Night of Architecture is being put on for a second timeat BAU 2013. Following the tremendous success of its premiere at BAU 2011, a decision was quickly reached on organising a second edition. On 21 January 2011, around 14,000 people braved the cold and the sometimes long waiting times to take a look inside some of the most important buildings in the Bavarian capital. Buildings that are normally off limits flung open their doors to welcome in visitors. The idea of including the people of Munich in BAU via the Long Night of Architecture proved to be a big hit. The sponsors, too, without whose support this night-time event couldnt have happened, were delighted. Make a note now in your diaries of the date for the 2nd Long Night of Architecture: Friday, 18 January 2013. To get an idea of what to expect, take a look at a video of the premiere night at: www.bau-muenchen.com.
VIP visitor at TurkeyBuild in Istanbul: BAUs Exhibition Director Mirko Arend (r.) with Dr Peter Ramsauer, German Federal Minister of Transport, Building and Urban Development.
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Cooperation with EDSF: BAU has signed a marketing cooperation with the European umbrella organisation EDSF (European Door and Shutter Federation), which also includes Germanys Industrieverband Tre, Tore, Zargen (ttz). Many members of ttz and of the German industry association to which it is affiliated, the Wirtschaftsvereinigung Industrie- und Bau-Systeme (WIB), are already exhibitors at BAU. Under the agreement, the EDSF will be actively promoting BAU 2013 to its European members, and putting on a lecture at the fair. The cooperation with EDSF is a logical step, said BAU Exhibition Director Mirko Arend. It helps us strengthen the important exhibition segments of doors, windows and cases at the fair and further exploit the international pot