Trendy veletrhů ve středoevropejském kontextu

1. Trendy veletrhů ve středoevropejském kontextu Trade Fair Trends in Central East European Context

2. Central East Europe? • What can we consider as Central East Europe? • Why? • Components of measuring trends • Visitors • Exhibitors • Investment in participation

3. Trends in values • Trends in physical figures differ by countries • PL, H – polarisation and concentration • SK – recovery • RO, UA, SCG – for the time being up • Competition – less between fairs – more between marketing tools • Imperative to measure and compare

4. Measuring market values • What do we do in CEE – measure the values • What are the real market values and how do we measure them • How can we compare with other values – media values? • Methods for ROI

5. Changes in world economy • Globalization of • production • distribution channels • marketing • Sales strategy / policy / pattern changed • Intensive B2B 1-2-1 customer relations in demand

6. Changes in marketing strategy (1) Global players • Production, sales, marketing globalised • Full attack on consumers • Building a “feeling” • Tools: mass media + • but: • No direct feedback requested • No exhibitions required

7. Global players On small markets: • Market in the pocket • Use existing links • company events, presentations, invitations Positive: • Have customer service contacts • Joint development process

8. Changes in marketing strategy (2) Local / Regional • SMEs to produce, sell what their customers really want !!! • Need a low cost place for 1-2-1 meeting • Exhibitions - concentrated marketplace • Visitor: when buy, need full picture • exhibitions – low cost, time-effective

9. Controversy • Exhibitors do not like sales / marketing transparency • Visitors prefer to see as much as possible • Examples

10. CENTREX visitor surveys • Why focus on visitors • Why do visitors attend • How do they consider fairs • Pan-CEE survey • 27 fairs in 5 countries • Nearly 6,000 visitors interviewed • Preliminary results of surveys

11. Preliminary results of surveys • Over 55% visit 2 or 3 fairs a year • Share this experience with 4-6 persons • Over 90 p.c. consider exhibitions and fairs as useful for their business decisions • About 90 p.c. visitors believe that exhibitions and fairs shall remain efficient in the next 5-6 years for business success.

12. Exhibitions rank No. 1. In relationship to other marketing tools in the following business objectives: • getting objective view of the market • finding new products, services • finding new suppliers, sources • active leasure / live entertainment • meeting existing suppliers • preparing decisions

13. Globals towards visits • Do not let their professionals to visit • Claim: time shortage • Disprefer in CEE clever, thinking, technically creative people • Should not see how other companies are different

14. Local market • For SMEs • Most immediate, natural • ’Camp’ at home • Lasting personal relationships • Even global comes close

15. Local marketing • Different marketing strategy • Local entrepreneur must know what their customers want • Need a direct, open yet transparent line • Exhibitions / fairs fall into place

16. Diversifying trends • Global marketing and alieniation • Local marketing strategy with face-to-face opportunity

17. What do we have here in CEE? • General impact of global strategies • Little experience with local strategies • No cross-border strategies • Language barrier • Is there a need for CEE strategy? • Is there a CEE entity at all?

18. 1st of May, 2004? • Do not have own global companies • Many small & medium scale companies • Need to develop new marketing strategies • Are we geared up for all that? • Do we know enough of each other? • Do we know the consumers, customer preferences across the border?