1 Successful Participation in Trade Fairs

2 Address of AUMA Association of the German Trade Fair Industry Littenstraße Berlin Germany Fon: Fax:

Adress of FKM Society for Voluntary Control of Fair and Exhibition Statistics Littenstraße Berlin Germany Fon: Fax:

Germany movement of goods Import 896 bill € Export 1,094 bill €

Success factors of the Trade Fair Centre Germany (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 organisers and exhibitors efficient market research synergetic effects based on cooperation 5

Success factors of the Trade Fair Centre Germany (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 6

Trade Fairs in Germany Number of events 7

German Trade Fairs statistics 8

Trade Fairs in Germany Origin of foreign exhibitors 9

Trade Fairs in Germany Origin of foreign visitors 10

Regional exhibitions Number of Events 11

Regional exhibitions statistics 12

Trade Fairs in Germany Information offices abroad 13

German Foreign Trade Fair Programme 14

German Trade Fair Quality Abroad 15

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 16

Participation in a trade fair as part of the marketing mix 17 trade fair participation

Communication mix Traditional advertising Sales promotion / direct marketing Public relations Direct sales Sponsorship / event marketing / product placement New media 18

Trends development of trade fair participations 19

Price and conditions mix price credit discount payment service 20

Distribution mix sales organisation distribution channels storage transport 21

Product mix product quality product range brand product design 22

Trends investments in participation 23

Company aims 24

Trends trade fairs in the marketing mix 25

Trade fair targets 26

Types of trade fairs and exhibitions Typology according to catchment area international trade fairs / exhibitions national trade fairs / exhibitions regional trade fairs / exhibitions Typology according to sector multi-branch trade fairs professional trade fairs / exhibitions special trade fairs congress trade fairs consumer exhibitions Typology according to visitors trade visitors private visitors 27

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 28

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 29

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 additional sources of information Chambers of Industry and Commerce Chambers of Industrial Crafts Trade Associations German Chambers of Commerce abroad 30

Example of cost structure 31

Participation in trade fairs 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 organisational procedures attractive trade fair stand well run stand appropriate advertising and public relation thorough follow-up 32

Participation documents map of exhibition ground hall maps registration documents available services available locations fair and exhibition conditions regulations 33

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 dismantling running and organising the stand 34

Stand types 35

Environmental sustainability 36

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! 37

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 38

Attracting visitors invitation with a reply option by letter, fax or invitation brochure with a reply card phone calls admission vouchers raffles advertising company entries and advertisements in catalogues media package (website, online exhibitor directory etc.) entries in the visitor information system outdoor advertising online advertising 39

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’ permisision Do you need to specify a “not for publication before” (date)? observe deadlines (8 – 10 weeks before the event) include information material 40

Qualifications of 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 foreign language skills experience at trade fairs ability to work under pressure (the employee must be in good health) willingness to travel 41

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 42

Notes on discussion (complete version in our brochure „Successful Participation“) 43

Follow-up analysis of the fair thank you letters to important customers rapid dispatching of material appointments to be made on one’s own premises follow-up phone calls inquiries to be processed Sales force, sales office, representatives, dealers Notes containing adequate information are a pre-condition to these activities! 44

Reaching of targets (quantitative) 45

Reaching of targets (qualitative) 46

Costs control 47

Cost-benefit-comparison 48

Reaching of the company aims 49