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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 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?
1st 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?