Interview with Mr Gerald Bose

Koelnmesse is one of the world’s biggest trade fair organisers. Our unique selling points are our flexibility, strength of service, very wide-ranging international mix, successful trading and communications platforms, a closely knit network of international branches and one of the world's most modern trade fair grounds. We set out every day to add to these strengths.

We are also highly innovative when it comes to the consistent development of our events. We adapt exhibitor and visitor concepts, structure and calendar, fringe programme and PR activities to the needs of the market and our customers from around the world on an ongoing basis. We never stop adding to our portfolio and, with 77 trade fairs and exhibitions, 2009 is the busiest year yet in the 85-year history of Koelnmesse. Besides the leading international trade fairs in Cologne, our 30 overseas events are door-openers for our customers to the growth markets of the global economy. In short, Koelnmesse is well equipped to face the challenges of the international trade fair business.

We do not see ourselves confronted by a general crisis in the trade fair sector – neither in the industry as a whole nor in Cologne. On the contrary: surveys confirm that trade fairs are actually growing in importance compared to other marketing and communication channels.

That said, the global financial and economic crisis is impacting individual sectors, which inevitably affects the events associated with them. They are up against a highly competitive international trade fair market which, especially in Germany and Europe, remains highly dispersed. In the medium and long term, only top-notch events at good quality trade fair locations will hold their own on the market.

In this respect, Koelnmesse, and Germany’s trade fair “world champion” are in an excellent position. Like no others, German trade fairs represent event expertise and industry know-how. The crisis is an outstanding opportunity for us to demonstrate this virtuosity to all customers.

The effects of the economic and financial crisis on trade fairs in some industries has been evident since the beginning of 2009 and will undoubtedly still be felt up to mid-2010. And yet Koelnmesse’s entire portfolio has developed positively. Also and especially in times of crisis, it is clear that trade fairs work. Across the board, our customers have ended Koelnmesse events in excellent spirits and in some cases with orders at very healthy levels. Our leading international trade fairs have provided the impulse and direction for the industries attending and resulted in good business.

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.

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.

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.

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.

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.

Yes. My pleasure too!

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