Successful Participation in Trade Fairs

1. Successful Participation in Trade Fairs

2. 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

3. 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

4. Germany movementofgoods2013 • Import 896 bill € • Export 1,094 bill €

5. 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

6. 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

7. Trade Fairs in GermanyNumberofevents

8. German Trade Fairsstatistics

9. Trade Fairs in GermanyOrigin offoreignexhibitors

10. Trade Fairs in GermanyOrigin offoreignvisitors

11. Regional exhibitionsNumberof Events

12. Regional exhibitionsstatistics

13. Trade Fairs in GermanyInformation officesabroad

14. German Foreign Trade Fair Programme

15. German Trade Fair Quality Abroad

16. 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

17. Participation in a trade fair aspartofthemarketing mix trade fair participation

18. Communication mix • Traditional advertising • Sales promotion / directmarketing • Public relations • Directsales • Sponsorship / event marketing / product placement • New media

19. Trendsdevelopmentoftrade fair participations

20. Price and conditions mix • price • credit • discount • payment • service

21. Distribution mix • salesorganisation • distributionchannels • storage • transport

22. Product mix • productquality • productrange • brand • product design

23. Trendsinvestments in participation

24. Company aims

25. Trendstradefairs in themarketingmix

26. Trade fair targets

27. 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

28. 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

29. Selectionofsuitable Trade Fairs • analysis of the trade fair landscape • Topics • Nomenclatures • Target groups • Regional coveragearea • company’sobjectives • preselection • visittothe fair

30. 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

31. Exampleofcoststructure

32. 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

33. Participationdocuments • mapofexhibitionground • hall maps • registrationdocuments • availableservices • availablelocations • fair and exhibitionconditions • regulations

34. 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

35. Stand types

36. Environmental sustainability

37. 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!

38. 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

39. 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

40. 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

41. 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

42. 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

43. Notes on discussion(completeversion in ourbrochure „SuccessfulParticipation“)

44. 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!

45. Reachingoftargets (quantitative)

46. Reachingoftargets (qualitative)

47. Costscontrol

48. Cost-benefit-comparison

49. Reachingofthecompanyaims