www.auma.de 1 successful participation in trade fairs
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www.auma.de 1
Successful Participation in Trade Fairs
www.auma.de 2
Address of AUMA
Association of theGerman Trade Fair IndustryLittenstraße 910179 BerlinGermany
Fon: +49 30 24000-0Fax: +49 30 24000-330
www.auma.de 3
Address of FKM
Society for Voluntary Control of Fairand Exhibition StatisticsLittenstraße 910179 BerlinGermany
Fon: +49 30 24000-0Fax: +49 30 24000-340
www.auma.de 4
Germany movement of goods 2011
Import 909.1 bill €
Export 1,097.3 bill €
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Success factors of the Trade Fair Centre Germany
Geopolitical situation
at the heart of the single European marketforeign markets close to homefuture markets of Eastern Europevisitors and exhibitors from over 190 countries
Cooperation with market partners
permanent dialogue between organizers and exhibitorsefficient market researchsynergetic effects based on cooperation
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Success factors of the Trade Fair Centre Germany
Quality of infrastructure
modern transport infrastructurehighly functional exhibition centres10% of the world's trade fair capacities3 of the world's 5 largest trade fair centres
Quality of the events
long-term realization of trade fair conceptslittle overlapping of themes2/3 of all world pilot fairs
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Trade Fairs in GermanyNumber of events
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German Trade Fairs statistics
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Trade Fairs in GermanyOrigin of foreign exhibitors
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Trade Fairs in GermanyOrigin of foreign visitors
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Regional exhibitionsNumber of Events
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Regional exhibitionsstatistics
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Trade Fairs in GermanyInformation offices abroad
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German Foreign Trade Fair Programme
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German Trade Fair Quality Abroad
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Selected functions of trade fairs
Trade fairs offer market concentration reflecting selected markets
Trade fairs are an experience appeal to all human senses
Trade fairs guarantee and increase the transparency of the market
Trade fairs open up new markets
Trade fairs enable a direct comparison of price and performance
Trade fairs encourage an intensive exchange of information
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Participation in a trade fair as part of the marketing mix
trade fair participation
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Communication mix
public relations
advertising
personal contact
sales promotion
market research
corporate design
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Trendsdevelopment of trade fair participations
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Price and conditions mix
price
credit
discount
payment
service
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Distributions mix
sales organization
distribution channels
storage
transport
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Product mix
product quality
product range
brand
product design
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Trendsinvestments in participation
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Company aims
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Trendstrade fairs in communication mix
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Trade fair targets
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Types of trade fairs and exhibitions
Typology according to catchment areainternational trade fairs / exhibitionsnational trade fairs / exhibitionsregional trade fairs / exhibitions
Typology according to sectormulti-branch trade fairsprofessional trade fairs / exhibitionsspecial trade fairscongress trade fairsconsumer exhibitions
Typology according to visitorstrade visitorsprivate visitors
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Selection criteria
your situation and participation aims fit in with the theme of the trade fair
representative range of goods on offer
your customer groups will be reached
new target groups will be attracted
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Selection of suitable Trade Fairs
analysis of trade fair landscape•themes•titles•target groups•regional scope
own aims
pre-selection
visit
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Sources of information
dates, product groups, statistics•AUMA_MesseGuide Deutschland•AUMA_Foreign Trade Fair Programme•AUMA German Trade Fair Quality Abroad•FKM-Report•Trade Fair Company/Organizer•www.auma.de
additional sources of information•Chambers of Industry and Commerce•Chambers of Industrial Crafts•Trade Associations•German Chambers of Commerce abroad
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Example of cost structure
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Participation in trade fairs
recognition of the importance of the trade fair
marketing
aquisition of information about Germany, Trade Fair
Country
formulation of trade fair participation aims
selection and decision-making
drafting a budget
organizational procedures
attractive trade fair stand
well run stand
appropriate advertising and public relation
thorough follow-up
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Participation documents
plans of the trade fair grounds
plans of the halls
registration forms
service documents
range of spaces available
conditions of exhibitions
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Technical and organizational concept
stand size, type, location
architecture
design
programme of exhibits
technical installations
transport
stand assembly and
stand disassembly organization
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Stand types
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Environmental compatibility
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Publicity by the trade fair organizers
press work
direct advertising to exhibitors and visitors
advertising in specialist journals and public media
online advertising
poster campaigns
Trade fair companies publicize the trade fair, not the individual exhibitor!
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Advertising services offered to the exhibitors by the trade fair organizers
distribution of press-releases to trade journals
setting copy for logos and stand location plans
visitor brochures, posters
promotion stickers (for letters)
free-entry vouchers
trade fair calendars
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Means for the advertisement of visitors
promotional stickersinvitation with reply card by letter, fax, e-mailinvitation brochures, with reply card attachedtelephone callsfree-entry vouchersinvitation giftsaffles and competitionsentries and announcements in cataloguesmedia package (internet, exhibitor data base online, etc.)entries in the visitor information systemexternal advertising
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Press releases
interesting newsinformation suiting editorial programmeeasy to understand, (positive), neutralWho, what, when, how, why?Short enough? Detailed enough?Meaningful?senderapprovial of customer and/or supplierearliest release date?in good time (8 - 10 weeks in advance)information material
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Qualities of the stand personnel
outstanding theoretical and practical specialist knowledge
ability to deal with people and openness
confident and proficient manner
articulate expression
flexibility
knowledge of foreign trade fairs
stamina (health)
willingness to travel
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Stand managers job description
to assume responsibility for the stand before the start of the event
to delegate specific tasks to individual employees
to provide and monitor, duty rosters and attendance
plans
to welcome important visitors
to assist with customer discussions
to pass on important messages to the company
head office
coordination of monitoring success by
TradeFairBenefitCheck
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Notes on discussion(complete version in our brochure „Successful Participation“)
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Follow up the trade fair
thanking important customersprompt mailing of materialsdiscussions within your own companyfollow-up telephone callingprocessing inquiries
field services, sales office representatives, dealers
Prerequisite: meaningful discussion notes!
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Reaching of targets (quantitative)
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Reaching of targets (qualitative)
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Costs control
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Cost-benefit-comparison
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Reaching of the company aims