Trendy veletrhů ve středoevropejském kontextu Trade Fair Trends in Central East European Context

Central East Europe? What can we consider as Central East Europe? Why? Components of measuring trends –Visitors –Exhibitors –Investment in participation

Trends in values Trends in physical figures differ by countries –PL, H – polarisation and concentration –SK – recovery –RO, UA, SCG – for the time being up Competition – less between fairs – more between marketing tools Imperative to measure and compare

Measuring market values What do we do in CEE – measure the values What are the real market values and how do we measure them How can we compare with other values – media values? Methods for ROI

Changes in world economy Globalization of production distribution channels marketing Sales strategy / policy / pattern changed Intensive B2B customer relations in demand

Changes in marketing strategy (1) Global players Production, sales, marketing globalised Full attack on consumers Building a “feeling” Tools: mass media + but: No direct feedback requested No exhibitions required

Global players On small markets: Market in the pocket Use existing links –company events, presentations, invitations Positive: Have customer service contacts Joint development process

Changes in marketing strategy (2) Local / Regional SMEs to produce, sell what their customers really want !!! Need a low cost place for meeting Exhibitions - concentrated marketplace Visitor: when buy, need full picture  exhibitions – low cost, time-effective

Controversy Exhibitors do not like sales / marketing transparency Visitors prefer to see as much as possible Examples

CENTREX visitor surveys Why focus on visitors Why do visitors attend How do they consider fairs Pan-CEE survey 27 fairs in 5 countries Nearly 6,000 visitors interviewed Preliminary results of surveys

Over 55% visit 2 or 3 fairs a year Share this experience with 4-6 persons Over 90 p.c. consider exhibitions and fairs as useful for their business decisions About 90 p.c. visitors believe that exhibitions and fairs shall remain efficient in the next 5-6 years for business success.

Exhibitions rank No. 1. In relationship to other marketing tools in the following business objectives: –getting objective view of the market –finding new products, services –finding new suppliers, sources –active leasure / live entertainment –meeting existing suppliers –preparing decisions

Globals towards visits Do not let their professionals to visit Claim: time shortage Disprefer in CEE clever, thinking, technically creative people Should not see how other companies are different

Local market For SMEs –Most immediate, natural –’Camp’ at home –Lasting personal relationships Even global comes close

Local marketing Different marketing strategy Local entrepreneur must know what their customers want Need a direct, open yet transparent line Exhibitions / fairs fall into place

Diversifying trends Global marketing and alieniation Local marketing strategy with face-to- face opportunity

What do we have here in CEE? General impact of global strategies Little experience with local strategies No cross-border strategies Language barrier Is there a need for CEE strategy? Is there a CEE entity at all?

1 st of May, 2004? Do not have own global companies Many small & medium scale companies Need to develop new marketing strategies Are we geared up for all that? Do we know enough of each other? Do we know the consumers, customer preferences across the border?