Mr. Wolfgang Kranz
Executive Vice President 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
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 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.
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.
Published on: 03/04/2006
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