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Successful Participation in Trade Fairs. Address of AUMA. Association of the German Trade Fair Industry Littenstraße 9 10179 Berlin Germany Fon: +49 30 24000-0 Fax: +49 30 24000-330 info@auma.de www.auma.de. Adress of FKM.
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Addressof AUMA • Association of the • German Trade Fair Industry • Littenstraße 9 • 10179 Berlin • Germany • Fon: +49 30 24000-0 • Fax: +49 30 24000-330 • info@auma.de • www.auma.de
Adressof FKM • Society for Voluntary Control of Fairand Exhibition Statistics • Littenstraße 9 • 10179 Berlin • Germany • Fon: +49 30 24000-0 • Fax: +49 30 24000-340 • info@fkm.de • www.fkm.de
Germany movementofgoods2013 • Import 896 bill € • Export 1,094 bill €
Successfactorsofthe Trade Fair CentreGermany (1/2) • Geopolitical situation • at the heart of the single European market • foreign markets close to home • future markets of Eastern Europe • visitors and exhibitors from over 190 countries • Cooperation with market partners • permanent dialogue between organisersand exhibitors • efficient market research • synergetic effects based on cooperation
Successfactorsofthe Trade Fair CentreGermany (2/2) • Quality of infrastructure • modern transport infrastructure • highly functional exhibition centres • 10% of the world's trade fair capacities • 3 of the world's 5 largest trade fair centres • Quality of the events • long-term realization of trade fair concepts • little overlapping of themes • 2/3 of all world pilot fairs
Selectedfunctionsoftradefairs Trade fairs • provide a focus that mirrors selected markets • offer entertaining experiences and appeal to all senses • guarantee and enhance market transparency • open upnewmarkets • facilitate a direct comparison of value for money • promote an in-depth exchange of information
Participation in a trade fair aspartofthemarketing mix trade fair participation
Communication mix • Traditional advertising • Sales promotion / directmarketing • Public relations • Directsales • Sponsorship / event marketing / product placement • New media
Price and conditions mix • price • credit • discount • payment • service
Distribution mix • salesorganisation • distributionchannels • storage • transport
Product mix • productquality • productrange • brand • product design
Typesoftradefairs and exhibitions • Typologyaccordingtocatchmentarea • international tradefairs / exhibitions • national tradefairs / exhibitions • regional tradefairs / exhibitions • Typologyaccordingtosector • multi-branchtradefairs • professional tradefairs / exhibitions • specialtradefairs • congresstradefairs • consumerexhibitions • Typologyaccordingtovisitors • tradevisitors • private visitors
Selectioncriteria • your situation and objectives correspond to the theme of the fair • representativerangeofproducts • the company is able to address its relevant customer groups • the company is able to reach new target groups
Selectionofsuitable Trade Fairs • analysis of the trade fair landscape • Topics • Nomenclatures • Target groups • Regional coveragearea • company’sobjectives • preselection • visittothe fair
Sourcesofinformation • dates, product groups, statistics • AUMA_MesseGuide Deutschland • AUMA German Trade Fair Quality Abroad • AUMA_ForeignTrade Fair Programme • FKM-Report • Trade Fair Company/Organiser • www.auma.de • additional sources of information • Chambers of Industry and Commerce • Chambers of Industrial Crafts • Trade Associations • German Chambers of Commerce abroad
Participation in tradefairs • recognition of the importance of the trade fair marketing • acquisition of information about Germany, Trade Fair Country • formulation of trade fair participation aims • selection and decision-making • drafting a budget • organisationalprocedures • attractive trade fair stand • well run stand • appropriate advertising and public relation • thorough follow-up
Participationdocuments • mapofexhibitionground • hall maps • registrationdocuments • availableservices • availablelocations • fair and exhibitionconditions • regulations
Technical and organisational concept • size, type and location of the stand • exteriordesign • overalldesign • range of products to be exhibited • technicalequipment • shipments • stand construction and dismantling • running and organising the stand
Advertising conducted by trade fair organisers • press work • advertising in professional magazines and consumer press • advertising targeting exhibitors and visitors • posters • online advertising • Trade fair companies promote their events not single exhibitors!
Advertising measures offered by trade fair organisersto assist exhibitors • press mailings to professional magazines • internetadvertisements • print templates for company signs and hall plans • brochuresfor visitors, posters • admissionvouchers • tradefair calendars
Attractingvisitors • invitation with a reply option by letter, fax or e-mail • invitation brochure with a reply card • phonecalls • admissionvouchers • raffles • advertising • company entries and advertisements in catalogues • mediapackage (website, online exhibitordirectory etc.) • entries in the visitor information system • outdooradvertising • online advertising
Press release • interestingnews • release to concide with editorial department’s timetable • clear and positive information in a neutral tone • Who, when, where, what, how and why? • Isitconciseenough? • Isitdetailedenough? • Is it to the point? • enclosesenderdetails • obtain suppliers’ and/or customers’ permisision • Do you need to specify a “not for publication before” (date)? • observe deadlines (8 – 10 weeks before the event) • includeinformation material
Qualificationsof stand personnel • extensive theoretical knowledge and useful practical skills • a willingness to engage in conversation and open-mindedness • a self-assured and confident manner • articulateness • adaptability • foreignlanguageskills • experienceat tradefairs • ability to work under pressure (the employee must be in good health) • willingnesstotravel
Responsibilities of the stand supervisor • approving the stand before the start of the event • delegating specific tasks to individual employees • organisingand monitoring a duty and attendance roster • welcomingimportantvisitors • assisting others in conversation with customers • relaying important information to company headquarters • coordinating the follow-up analysis with the Trade Fair Benefit Check
Notes on discussion(completeversion in ourbrochure „SuccessfulParticipation“)
Follow-up analysis of the fair • thank you letters to important customers • rapid dispatchingof material • appointments to be made on one’s own premises • follow-upphonecalls • inquiries to be processed Sales force, sales office, representatives, dealers • Notes containing adequate information are a pre-condition to these activities!