And, how have strategies and ideas for successful exhibiting undergone transitions at Koelnmesse matching pace and need of time?
Mr Gerald Bose
There is a saying that time is money. And that applies especially to the trade fair business. Koelnmesse, with its leading international portfolio of around 40 services sets the standards. Our services enable exhibitors and visitors to concentrate fully on the main issue: doing business. We not only organise their travel and accommodation for them, our LeadSuccess offer gives them the very latest in contact management, beginning long before the fair and giving them efficient ways to prepare for it and follow up leads afterwards. Then there is new media like the Mobile Exhibition Guide, a navigation system we operate on our extensive grounds – the fourth largest in the world – that takes visitors straight to the stand they want via their BlackBerry.
fibre2fashion:
That’s encouraging I must say! Delving out more details, we wish you acquaint us with information on the emerging trends and traits the trade fair industry could possibly adapt in years to come.
Mr Gerald Bose
Three developments will mark the trade fair business of the future:
a) International growth: the money in our business is being increasingly earned overseas. At a time when established markets are losing their share of business, once the economic crisis is past, developing countries will continue their strong growth. With 11 subsidiaries and representative offices in more than 80 countries, Koelnmesse is in a good position. In fact, almost half of our 70-plus trade fairs and exhibitions are now held abroad.
b) Concentration: The market share of the 20 leading providers in the trade fair business, among them Koelnmesse, continues to grow steadily. Successful innovations and the relocation of events to Cologne demonstrate the location’s strengths. These include the leading INTERMOT, gamescom and dmexco trade fairs.
c) Convergence: Media companies continue to expand their trade fair activities, above all where they have access to publications focusing on the trade fairs in question and with it the power of the press. To this end, Koelnmesse is entering into effective partnerships.
fibre2fashion:
‘Power of press’- agreed! The pen is proving mightier than sword.
Now, turning to topic of challenges besides recession: Mr Bose, do you think there remains some, averting tradefair industry’s good growth?
Mr Gerald Bose
One of the greatest challenges is undoubtedly posed by global pricing pressure due to trade fair overcapacity, some of it subsidised. At the same time, trade fairs must hold their own against the new communication and marketing instruments appearing all the time. They will achieve this since there is no other medium that is as efficient and successful.
fibre2fashion:
Certainly! And now, we would request you to name the countries that have highest participation in the trade fairs organized by Koelnmesse in arena of textile & allied industries?
Mr Gerald Bose
For IMB 2009, the world’s leading trade fair for textiles, we have exhibitors from Italy, Taiwan, China, Turkey, the UK, and for the JAM fashion fair (allied industries) ; Germany, Netherlands, Belgium and UK.
For trade fair of furniture, suppliers and interior design, interzum, we have Germany, Austria, Spain, Italy, the US and Turkey at the top.
fibre2fashion:
Many efforts are taken by the policy makers and government bodies to cushion the industry. Do you think they had worked adequately to benefit?
Mr Gerald Bose
Naturally, business promotion is in our interests. Our main purpose, not only in times of crisis, is to promote the business of the sectors attending our events. In turn, our leading international trade fairs give individual companies and whole sectors alike an effective recovery package under a wide range of macroeconomic conditions.
fibre2fashion:
Thanks a bunch, Mr Bose!! That was very informative talk.
Mr Gerald Bose
Yes. My pleasure too!
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