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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 [email protected] www.auma.de. Adress of FKM. - PowerPoint PPT Presentation
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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
Adress 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 2013
Import 896 bill €
Export 1,094 bill €
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Success factors of the Trade Fair Centre Germany (1/2)
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 organisers and exhibitorsefficient market researchsynergetic effects based on cooperation
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Success factors of the Trade Fair Centre Germany (2/2)
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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Selected functions of trade fairs
Trade fairs
provide a focus that mirrors selected markets
offer entertaining experiences and appeal to all senses
guarantee and enhance market transparency
open up new markets
facilitate a direct comparison of value for money
promote an in-depth 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
Traditional advertising
Sales promotion / direct marketing
Public relations
Direct sales
Sponsorship / event marketing / product placement
New media
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Distribution mix
sales organisation
distribution channels
storage
transport
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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 objectives correspond to the theme of the fair
representative range of products
the company is able to address its relevant customer groups
the company is able to reach new target groups
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Selection of suitable Trade Fairs
analysis of the trade fair landscape• Topics • Nomenclatures• Target groups• Regional coverage area
company’s objectives
preselection
visit to the fair
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Sources of information
dates, product groups, statistics• AUMA_MesseGuide Deutschland• AUMA German Trade Fair Quality Abroad• AUMA_Foreign Trade 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
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Participation in trade fairs
recognition of the importance of the trade fair marketingacquisition of information about Germany, Trade Fair Countryformulation of trade fair participation aimsselection and decision-makingdrafting a budgetorganisational proceduresattractive trade fair standwell run standappropriate advertising and public relationthorough follow-up
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Participation documents
map of exhibition ground
hall maps
registration documents
available services
available locations
fair and exhibition conditions
regulations
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Technical and organisational concept
size, type and location of the stand exterior design overall design range of products to be exhibited technical equipment shipments stand construction and dismantlingrunning and organising the stand
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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!
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Advertising measures offered by trade fair organisers to assist exhibitors
press mailings to professional magazines
internet advertisements
print templates for company signs and hall plans
brochures for visitors, posters
admission vouchers
trade fair calendars
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Attracting visitors
invitation with a reply option by letter, fax or e-mailinvitation brochure with a reply cardphone callsadmission vouchers rafflesadvertisingcompany entries and advertisements in catalogues media package (website, online exhibitor directory etc.) entries in the visitor information systemoutdoor advertisingonline advertising
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Press release
interesting news release to concide with editorial department’s timetable clear and positive information in a neutral tone Who, when, where, what, how and why?Is it concise enough?Is it detailed enough?Is it to the point?enclose sender details obtain suppliers’ and/or customers’ permisisionDo you need to specify a “not for publication before” (date)?observe deadlines (8 – 10 weeks before the event)include information material
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Qualifications of stand personnel
extensive theoretical knowledge and useful practical skillsa willingness to engage in conversation and open-mindedness a self-assured and confident manner articulatenessadaptabilityforeign language skills experience at trade fairsability to work under pressure (the employee must be in good health) willingness to travel
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Responsibilities of the stand supervisor
approving the stand before the start of the event
delegating specific tasks to individual employees
organising and monitoring a duty and attendance roster
welcoming important visitors
assisting others in conversation with customers
relaying important information to company headquarters
coordinating the follow-up analysis with the Trade Fair Benefit Check
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Notes on discussion(complete version in our brochure „Successful Participation“)
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Follow-up analysis of the fair
thank you letters to important customers rapid dispatching of material appointments to be made on one’s own premisesfollow-up phone callsinquiries to be processed Sales force, sales office, representatives, dealers
Notes containing adequate information are a pre-condition to these activities!
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