copertina inglese 20-10-2006 14:46 pagina 1 italian trade ... · italian trade fairs: a passport to...

ITALIAN TRADE FAIRS:a passport to the world

GR

AFI

CH

E G

ERC

AP

- FO

GG

IA-R

OM

A

Copertina INGLESE 20-10-2006 14:46 Pagina 1

A TRADE FAIR FOREVERY COMMUNICATION STRATEGY

Companies have an on-going need to broaden theircontacts, showcase their product range for clientsand interact directly with consumers. This need is being met more and more by Italiantrade fair events, an increasingly sophisticated mar-keting tool for companies.

There are various types of trade fair events:- trade fairs addressing trade members (business tobusiness);- trade fairs addressing the public (business to con-sumer);- trade fairs addressing Public Administration; - exhibitions, trade shows and special events.Italian trade fairs are able to meet the requirementsof a constantly increasing and highly varied num-ber of Italian and foreign trade members.

1

IMPAGINATO INGLESE 26-10-2006 14:21 Pagina 1

2

THE IDEAL TRADE FAIR FOR EACH COMPANY

For the increasing number of Italian and foreigncompanies who take part in them, Italian tradefairs offer an essential means for corporate devel-opment.

Recent surveys conducted by key research agencieshave revealed that: - trade fairs attract more manufacturing compa-nies* than any other promotional activity; - 75% of companies agree that exhibiting their pro-ducts at trade fairs is one of the most important** -if not the most important – marketing tool they use- the ideal means for promoting their products onthe market.

*Eurisko, Trade Fairs as a Marketing Tool for ManufacturingCompanies, 2004.**Censis, Survey on Medium-sized Industrial Enterprises, 2002.


3

TRADE FAIRS ENABLE COMPANIES TO MAKETHE HIGHEST MOST COST-EFFECTIVENUMBER OF CONTACTS

In Italy, trade fairs’ cost per contact (i.e. the relation-ship between the cost of creating and publishing aform of promotion and the number of potentialclients reached by the promotion) is significantlylower than that of a year’s advertising in atrade/specialist publication, and even slightlylower than the cost per contact of publishing a sin-gle advertisement.


*Cermes-Bocconi on Effectiveness of trade fair events: the relative cost per contact, 2004.(Certain specialized events and the trade press in the machine tool, wines and spirits andceramics for the building trade and bathroom furnishings trades were taken into considera-tion.)

Table c/2 - Cost (space + contents) per potential contact of Trade Fairs and Journals (single issue) inthe various sectors

Fiere: 1 Partecipazione

Riviste: Singola uscita

0

0,1

0,2

0,3

0,4

0,5

0,6

0,7

Euro

0,61

0,49

0,44

0,66

0,33

0,18

Fiere: 1 Partecipazione

Riviste: Inserzioni in tutte le uscite di un anno

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

Euro

0,620,44

0,18

2,45 2,44

4,55

M i C i A d b Vi i i i l

Table c/1 - Cost (space + contents) per potential contact of Trade Fairs and Journals (one year ofissues) in the different sectors*

4

Trade Fairs: Participation in 1 expoJournals: Ad run in all issues for a year

Trade Fairs: Participation in 1 expoJournals: 1 issue

Mechanics Ceramics/Bathroom Furnishings Wine Making

Mechanics Ceramics/Bathroom Furnishings Wines and Spirits


5

TRADE FAIRS ALSO GUARANTEE RESULTS

Italian trade fairs are important for small and medi-um-sized enterprises as well as large ones. Tradefairs are in fact among the most widely used meansof promotion and marketing activity for the major-ity of medium-sized companies.After the sales force, the highest promotionalinvestment goes into trade fairs.

Nowadays, the main aims of taking part in tradefairs are:

• opening up to foreign markets, for whichtrade fairs are seen to be absolutely funda-mental;• launching and promoting new products;• meeting new clients.

On this last point, an analysis of a sample of smalland medium-sized enterprises showed that tradefairs enable companies to: - make at least 50 useful contacts; - develop new business relationships with at least30% of them.


Trade fairs are not however just a means of makingcontact with trade members. They are also increas-ingly a way for communicating with consumers,through distributors, in a growing number of sec-tors.Trade fairs therefore offer enormous potential.

6


THE TRADE FAIR SECTOR IN ITALY

Over 1,000 trade fair events are held in Italy everyyear.

• Approximately 200 are international events.• Approximately 400 are national events.• 500 are regional or local events.

Furthermore, every year in Italy:- 200,000 Italian companies take part in trade fairevents; - More than 30,000 international companies par-ticipate in Italian trade fairs, to make contactwith a constantly increasing number of key trademembers, who come to Italy from all over theworld; - of the 22 million visitors, 12 million attend theinternational events; - business deals worth 60 million euros are clo-sed every year at trade fairs;- Italy has trade fairs to thank for 10% of itsexport and its manufacturing system’s image.

7


These figures show the importance of the Italiantrade fair system.It’s a system that reflects Italy’s industrial manu-facturing structure, whose international success isthe result of sectorial and regional specialization.In recent years, the Italian trade fair sector hasundergone important changes: expansion, legaltransformation of trade fair organizations into lim-ited companies and the decentralization of tradefair and exhibition responsibilities to regionallevel.Along with the Italian Institute for Foreign Trade,AEFI (Italian Trade Fairs & ExhibitionsAssociation) offers guidance on the world of tradefairs.

8


is an organization made up of 40 trade fair centres. It represents the interests of Italy’s national tradefair system.During this period of important changes on theItalian trade fair scenario, AEFI is working inconjunction with the Italian Parliament andGovernment and the various Italian regions toenable the Italian trade fair system to face interna-tional competition in the best possible manner. It is organizing initiatives aimed at ensuring Italiantrade fairs a higher international profile.It is collaborating with the Italian Ministry ofForeign Affairs, Ministry of ManufacturingActivities and the National Institute for ForeignTrade. It is also at the disposal of foreign exhibitorsand visitors and realizes initiatives on key markets.

AEFI encourages interaction with similar associa-tions at international level.It is the association representing Italian trade fairswithin the UFI (Union des Foires Internationales). It informs exhibitors and visitors about dates, ven-ues and types of expos held in Italy. Each year, AEFI publishes an official calendar ofinternationally recognized Italian trade fair eventsand their relative statistics.

AEFI - ASSOCIAZIONE ESPOSIZIONI E FIERE ITALIANEITALIAN TRADE FAIRS & EXHIBITIONS ASSOCIATION

9


BERGAMO FIERA NUOVA [email protected] www.bergamofieranuova.it

BOLOGNAFIERE S.p.A. [email protected] www.bolognafiere.it

BRIXIA EXPO Immobiliare Fiera di Brescia S.p.A. [email protected] www.brixiaexpo.it

CARRARAFIERE [email protected] www.carrarafiere.com

CENTRO AFFARI E CONVEGNI Arezzo [email protected] www.centroaffariarezzo.it

CESENA FIERA S.p.A. [email protected] www.cesenafiera.com

CREMONA FIERE S.p.A. [email protected] www.cremonafiere.it

E. R. F. Ente Reg. per le Manifestazioni Fieristiche [email protected] www.erf.it

FERRARA FIERE CONGRESSI [email protected] www.ferrarafiere.it

FIERA BOLZANO S.p.A. MESSE BOZEN [email protected] www.fierabolzano.it

FIERA DEL LEVANTE E. A. Bari [email protected] www.fieradellevante.it

FIERA DEL MEDITERRANEO E. A. [email protected] www.fieramediterraneo.it

ASSOCIAZIONE ESPOSIZIONI E FIERE ITALIANEITALIAN TRADE FAIRS AND EXHIBITIONSASSOCIATION

MEMBERS

10


FIERA DI FOGGIA E. A. [email protected] www.fieradifoggia.it

FIERA DI FORLÌ [email protected] www.fieraforli.it

FIERA DI GENOVA [email protected] www.fiera.ge.it

FIERA DI MESSINA E. A. [email protected] www.fieramessina.it

FIERA DI ROMA [email protected] www.fieradiroma.it

FIERA DI VICENZA S.p.A. [email protected] www.vicenzafiera.it

FIERA DI TRIESTE E. A. [email protected] www.fiera.trieste.it

FIERA INT. DELLA SARDEGNA [email protected] www.fieradellasardegna.it

FIERA MILANO [email protected] www.fieramilano.com

FIERA MILLENARIA DI GONZAGA [email protected] www.fieramillenaria.it

FIERE DI PARMA [email protected] www.fiereparma.it

FIERE DI PESARO [email protected] www.fierapesaro.com

FIERE DI VERONA E. [email protected] www.veronafiere.it

FIRENZE FIERA [email protected] www.firenzefiera.it

11


LARIO FIERE Centro Espositivo e Congressuale [email protected] www.lariofiere.com

LINGOTTO FIERE / PROMOTOR INTERNATIONAL S.p.A.Torino

[email protected] www.lingottofiere.it

LONGARONE FIERE S.r.l. [email protected] www.longaronefiere.it

MODENA ESPOSIZIONI [email protected] www.modenafiere.it

MOSTRA D'OLTREMARE S.p.A. [email protected] www.mostradoltremare.it

PADOVA FIERE S.p.A. [email protected] www.padovafiere.it

PIACENZA EXPO [email protected] www.piacenzaexpo.it

PORDENONE FIERE [email protected] www.fierapordenone.it

RIMINI FIERA [email protected] www.riminifiera.it

RIVA DEL GARDA FIERE CONGRESSI [email protected] www.rivadelgardafieracongressi.it

SIPER - FIERE DI REGGIO EMILIA [email protected] www.fierereggioemilia.it

UDINE E GORIZIA FIERE [email protected]@goriziafiere.it www.udinegoriziafiere.it

UMBRIA FIERE [email protected] www.umbriafiere.it

VILLA ERBA S.p.A. [email protected] www.villaerba.it

12


13

www.aefi.itVisitors to the AEFI Web site can find information on members, previoustrade fairs and the sectors for which the events are ideal showcases (all intheir own language).


14

On the AEFI web site, trade members can find details of events relevant totheir business activities and visitors suggestions that help make their stay asprofitable and enjoyable as possible.


15

From any country in the world, information onItalian trade fairs can be obtained from the officesof the ICE (Italian Institute for Foreign Trade). The ICE is the public body headed by the ItalianMinistry of Foreign Trade responsible for develop-ing, facilitating and promoting economic and busi-ness relations with other countries, concentratingparticularly on to the needs of small and medium-sized enterprises and the consortia and associa-tions/groups to which they belong. With a view to this, the ICE provides the followingservices:

- information on foreign markets and businessopportunities; - assistance on entering and becoming establis-hed on foreign markets; - promotion of Italian products abroad; - multilateral cooperation;- training for Italian and foreign trade members.

On the Institute’s official web site, www.ice.gov.it,information and guidelines can be found forobtaining and using on-line services provided byICE offices in Italy and abroad. ICE activities are financed by public funds and bythe companies that make use of its promotion,training and assistance services. In close collaboration with the Italian Ministry ofForeign Trade, the ICE draws up an annual pro-gram of promotional activities, carrying out thenecessary initiatives and direct handling its publi-cation. The ICE has its headquarters in Rome, a network of17 offices in Italy and 111 offices in 83 countriesthroughout the world.

ICE-Istituto Nazionale per il Commercio EsteroItalian Institute for Foreign Trade


16


AEFI Associazione Esposizioni e Fiere ItalianeItalian Trade Fairs & Exhibitions AssociationGeneral SecretariatVia Emilia, 15547900 Rimini, ItalyTel. +39 0541 744 229Fax +39 0541 744 [email protected]

ICEIstituto Nazionale per il Commercio EsteroItalian Institute for Foreign TradeVia Liszt, 2100144 Rome, ItalyTel. +39 065 9921Fax +39 065 422 0108 [email protected]

“Italian trade fairs: a passport to the world” waspublished with the contribution of the ItalianMinistry for International Trade as part of theAgreement for the internationalization of theItalian trade fair system.

www.mincomes.it

Copertina INGLESE 20-10-2006 14:46 Pagina 2

GR

AFI

CH

E G

ERC

AP

- FO

GG

IA-R

OM

A

Copertina ARABO 2-11-2006 11:03 Pagina 1

copertina inglese 20-10-2006 14:46 pagina 1 italian trade ... · italian trade fairs: a passport to...

Documents