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Contents
1. Polish Trade Fair Corporation
2. Communication aspect of trade fairs
3. Evolution of trade fairs in the turn of the XXth / XXIst
centuries
4. „Six Senses” – the Polish promotional campaign for
trade fairs in Nov/Dec 2003
5. „Six Senses” – strategy, execution, results
1. Polish Trade Fair Corporation
Polish Trade Fair Corporation - figures
• 52 members: 21 trade fair organizers,
31 trade fair service enterprises
• 192 trade fairs and exhibitions
• 525 100 sq.m. rented exhibition area
• 27 630 exhibitors
• 918 304 visitors
Source: Trade Fairs In Poland Report 2005, www.polfair.com.pl (2006).
Polish Trade Fair Corporation – our mission
• to be a platform for exchanging ideas and experiences
by the industry professionals
• to promote exhibitions as a unique marketing and
communication tool
• to offer trade fair marketing education
• to provide reliable, audited exhibition statistics on
the Polish trade fair market
2. Communication aspect of trade fairs
Communication aspect of trade fairs
• communication is the source of the civilization
development
• communication has always been accompanying
the processes of exchange of goods – the exchange
of information proceeds the exchange of goods
3. Evolution of trade fairs in the turn of the XXth / XXIst centuries
Evolution of trade fairs in the turn of the XXth / XXIst centuries
• rapid globalization processes accelerated by information and communication technology development (the Internet, mobile telephony)
• the New Economy, the Knowledge Society – it’s time for the New Generation Trade Fairs!
• the impact of the late 1990s economic recession on the trade fair industry condition worldwide
• necessary changes in marketing as the result of dynamic market transformation (Philip Kotler, 2003)
The change of the paradigm of trade fairs
Decisive factors:
Evolution of trade fairs in the turn of the XXth / XXIst centuries
• „Trade fairs +” – one-stop value added trade fairs and exhibitions (conference programme + matchmaking + media coverage + … )
• Business-to-Business trade fairs – branch trade fairs addressed to the industry professionals
• Business-to-Customer trade fairs – dynamic trade fairs and exhibitions accompanied by shows, contests and entertainment programme
• Vertical trade fairs – presentation of products in thematical sectors
XXI century trade fairs:
4. “Six Senses” – the Polish promotional campaign for trade fairs - Nov / Dec 2003
“Six Senses” – the Polish promotional campaign fortrade fairs launched in Nov / Dec 2003
• intensive promotional activities carried out by trade fair
organizations worldwide (UFI, AEO) on behalf of trade
fairs in situation of economic recession and trade
fair dynamics slowdown
• the need to launch own pioneer promotional campaign
for Polish trade fairs
• building the campaign concept on the idea of “six” senses
Circumstances:
5. The Six Senses campaign – strategy, execution, results
The Six Senses campaign – our objectives
• to emphasize “the synergy effect” achieved only at trade fairs
• to educate – to enhance knowledge on trade fairs • to promote trade fairs as the most effective
communication and marketing instrument • to show the change of image of trade fairs
The Six Senses campaign – our target groups
• advertising agencies and media houses
• the biggest Polish advertisers
• the top Polish marketing professionals
• exhibitors at Polish trade fairs – the market leaders
• trade fair and exhibition organizers
The Six Senses campaign – organizational steps
• creating the campaign budget by 20 trade fair companies
– the PTFC members
• execution of the campaign by a prestige advertising
agency famous for its activities in the area of marketing
communication
The Six Senses campaign – the stages
1. Stage I – mailing
2. Stage II – the Polish Trade Fair Gala evening
3. Stage III – PR activities
The „Six Senses” campaign – stage I
Mailing – providing the campaign target groups with
an invitation to the Polish Trade Fair Gala evening
and a teaser box including small items symbolizing
• SIGHT – a piece of glass
• HEARING – a sea shell
• TOUCH – a feather
• SMELL – a fragrance
• TASTE – a candy
• ... and ......
The „Six Senses” campaign – stage II
The Polish Trade Fair Gala evening
• „Trade Fairs – Your Brand New Limo” – a multimedia
presentation on a telebim • „Trade Fairs – Your Brand New Limo” – a catalogue
and a CD • the “Six Senses” exposition - artistic installations
symbolysing human senses, unveiled by the dancers• a performance by the Polish Dance Theatre
The „Six Senses” campaign – stage III
PR activities
• TV coverage of the Gala event• a press conference on the spot• an insert in the “Media & Marketing” magazine –
a CD inviting readers to take part in a competition
checking knowledge on trade fairs • a supplement to the „Rzeczpospolita” daily –
a report on the campaign, interviews with the industry
experts and testimonials by exhibitors • further media coverage – numerous press reports in
Polish and foreign trade magazines • the Internet campaign at www.polfair.com.pl
„Trade fairs are the specific „haute couture” of marketing.
Trade fairs:
Bogusław Zalewski, President of the Board Polish Trade Fair Corporation
• concentrate the market leaders,
• create brand new phenomena and trends in business, marketing and economy ,
• indicate new directions for the company development,
• create fashion trends in the field of technology and industrial patterns,
• promote the very best of entrepreneurship.”