Trendy veletrhů ve středoevropejském kontextu Trade Fair Trends

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 B 2 B 1 -2 -1 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 1 -2 -1 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

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-toface 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?