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Interview with Mr. Wolfgang Kranz

Mr. Wolfgang Kranz
Mr. Wolfgang Kranz
Executive Vice President
Koelnmesse GmbH
Koelnmesse GmbH

When it comes to gaining new customers and boosting business success
Born in Cologne, Mr. Wolfgang Kranz, the Executive Vice President of Koelnmesse GmbH has held various

What are your major exhibitions, and where are they held?

Our largest and most important trade fairs are held at the Cologne exhibition centre, which has a gross exhibition space of 284,000 m². In addition to IMB, our trade fairs that are the leading international events in their sectors include ANUGA, the world’s largest food fair; photokina, the global imaging sector’s largest trade fair; and imm cologne, the International Furniture Fair. Using the sector expertise we have acquired from organising the leading trade fairs in Cologne, we are also developing satellite events in growth regions — with a special emphasis on East Asia. Together with our Chinese partner, Beijing Triuni Exhibition Co., Ltd., for example, we will be organising Textile Processing China — powered by IMB Cologne every two years in the future. This event will be making its premiere in Shanghai from 19th to 21st October 2006. And we already have a presence in India with our food trade fairs.
 

How do you respond if asked why a trade fair is more effective than other means of promoting a company or a product?

When it comes to gaining new customers and boosting business success — not only for individual companies but also for entire sectors — a trade fair is superior to other means and the most suitable choice. A trade fair is the only marketing instrument that allows a company to establish contact with such large numbers of customers in just a few days, present innovative products to so many potential buyers and to so impressively showcase a company’s image. That is because top trade fairs, such as IMB – World of Textile Processing in Cologne, serve as meeting places for entire international sectors.

What are the expectations for IMB 2006?

In 2006 we expect IMB — World of Textile Processing will once again be the world’s largest and most important business and communications platform for the sectors involved.

Are you anticipating any challenges or problems while conducting the fair?

I am confident that everything has been flawlessly prepared, which will allow us to master every challenge and any problems that might arise.

What preparations are generally needed for setting up an exhibition?

The preparations for a trade fair begin just as soon as the preceding event comes to a close. Based on the expertise and knowledge gained from organising the previous trade fair, Koelnmesse works with partners from industry — in the case of IMB, with the German Garment and Leather Technology Association (VDMA) — to develop the concept for the next event. To attract exhibitors, activities are conducted in cooperation with our subsidiaries and representatives in approximately 90 countries. We also implement visitor advertising together with the partners in our worldwide network. By means of regularly scheduled press releases and press conferences in Europe and abroad, our PR and presswork supports our campaigns to attract exhibitors and visitors alike. All these measures serve to make the trade fair the central sector forum for the global market.

Are online (Internet) exhibitions proving successful? And if so, why?

There’s no substitute for a face-to-face conversation. Even in the age of digital communication, personal contact is still the bedrock of business success. That’s why online exhibitions can’t replace trade fairs. The Internet does, however, offer excellent opportunities to establish closer contact with international exhibitors and visitors at our trade fairs.

How are your preparations for IMB 2006 going?

The preparations are progressing very well. We are expecting roughly the same number of exhibitors that we registered three years ago: About 700 companies from 40 countries, including 70 per cent from abroad.

How do you plan for a fashion show or exhibition that is different from the run of the mill show?

A fashion fair also must be an event that brings together the right product range and the right demand. The fashion sector has a different rhythm: Rapidly changing fashions have a shorter cycle of innovation than investment goods, which means all the steps take place at shorter intervals.

In terms of innovations, what trends or changes are you expecting at trade fairs or shows in the future?

At Koelnmesse, the future begins today, and we’re investing with a focus on delivering top quality. That’s how we make sure exhibitors and visitors enjoy outstanding business success at our trade fairs and enjoy coming back to Cologne for future events. We work to meet the needs of our customers, in line with the motto “Koelnmesse. We energize your business!“ And from 10th to 13th May 2006 in Cologne, your readers will be able to see this for themselves — at IMB – World of Textile Processing.

What is in store for exhibitors and visitors at IMB 2006?

"The exhibitors and visitors have good reason to be excited about the upcoming international trade fair for the processing of flexible materials. In addition to presenting technologies for clothing production, the fair also will have an even stronger focus on complete solutions in combination with technical textiles. And research and development will be especially emphasised, with an IMB Innovation Award for marketable innovations in the field of processing technology to be presented for the first time, for example. At the IMB Forum “Information Technology” and in the “Speakers’ Corner”, visitors will experience fascinating presentations by exhibitors and renowned international experts. In another premiere, IMB — World of Textile Processing — will be one of the first fairs to occupy the new Northern Halls of the Cologne exhibition centre. Thanks to the ultra-modern infrastructure of the halls, the quality of exhibitors’ and visitors’ stays will be improved and they will be able to take advantage of even more services. Online registration and the “matchmaking” tool ensure optimal visit preparations and an even more productive dialogue between exhibitors and visitors. "
Published on: 03/04/2006

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.