Exhibiting? In 21st century? Károly Nagy 2008

Content New definitions and perceptions („B2L”?) Return on Investment Research results Education Károly Nagy 2008

Why doubts? Changes in perceptions in business, faster, fiercer fight Changes towards role and sense of fairs and in expectations and Has / can be / should be basically business role Károly Nagy 2008

Exhibitions, trade fairs today Real, original 1-to-1 marketing!!! Marketing tools Marketing communication tools Business / sales tools Innovation-marketing tools Károly Nagy 2008

Marketing tools In marketing objectives like Nem product, market, tagreg group, strategy CRM Personal, direct market research Assessment of marketability Obtaining new ideas, concepts (exhibitors and visitors alike) Károly Nagy 2008

Marcomm? ’B2L’? Medium, but also sales – business channel Neither in ATL, nor in BTL however 38-40 p.c of marketing costs in German engineering cos Medium, but also sales – business channel Tool of direct communication Local environs is determining – on contrary to globalised approaches Károly Nagy 2008

Further specialities Complex tool – in space and time alike Both sides makes preparations and consciously spend a lot on forwarding and receiving advertisements, messages Itself is the ACT of communication Specially dialogue operation! Károly Nagy 2008

Exceptional features ‘Immediately consumed durable good’ Each and every contact is a different exhibitions! Guaranteed quality Specially suitable and cost-effective for smes Károly Nagy 2008

„Record attempt” Not repeatable, not replayable, not storable: you must run the record there and then Its evaluation, and content is relative: hugely depend on preparedness! - you must make preparations to run a record In a very short time everybody with everybody Not a regular business situation („we shall continue in…”) Károly Nagy 2008

Sales tool? Evidently – direct sales (too) Direct place of business contact build-up – CRM! Dialogue suitable for direct feedback: To produce and offer what the client really needs!!!!!! This is part of sales process, the specification of product Károly Nagy 2008

Innovation marketing Exhibitors have own R&D department: 2004: 57% 2005: 58% After fair participation introduces innovation: 2004: 49% , 2005: 57% Károly Nagy 2008

Visitors objectives CE Károly Nagy 2008

Discrepancy of exhibitors’ and visitors’ objectives Exhibitor objectives Only 10% is willing to introduce new products Visitor objectives Károly Nagy 2008

Measuring media values We have measurements! Credible audited data - CENTREX Measurements of real market values: No and geographic stretch of exhibitors Dimensions of trade fairs number and geographic spread of visitors Károly Nagy 2008

Return On Marketing Investment (ROMI) Measuring return has become utmost important: Measuring ROI is also required by its sales channel feature With prior established measuring procedures yield and business value of contacts can be followed up Only if targets were established in advance and returns measured can you correctly assess efficiency and productivity – Expensive or not! Károly Nagy 2008

Process of measuring exhibitors efficiency Clear targets - business, marketing, exhibition Paralelly and in accordance with preparing, implementing and follow up and assessment of exhibition participation Where we start from Possible measuring points Possible measuring methods Elaborating measuring instruments Implementing trade fair, measuring the measurable Summerizing and analysing measured data Establishing efficiency rate Károly Nagy 2008

Examples Károly Nagy 2008

Practical experiences „Survey among INDUSTRIA 2006 exhibitors” About survey … 95% repetitive exhibitor 47% exhibits more than once a year Károly Nagy 2008

INDUSTRIA 2006 – Preparedness Cost calculation: 95% Assessing previous experiences: 89% Setting exact targets: 44% Elaborating measuring instruments: only 12%! Károly Nagy 2008

INDUSTRIA 2006 - Expectations As exhibitors: Market aspects Business contact aspects Sales aspects As visitors: Quick,efficient information collection Competition assessment General overview of supply Contact buil up 4,02 4,14 3,2 4,64 4,45 4,27 4,18 Károly Nagy 2008

Exhibiting? In 21st century? Thanks for your kind attention! Károly Nagy 2008