Magazine: Background information about the events in the trade fair calendar

We discussed the background and future trends of international trade fairs and exhibitions with Ágnes Györki, Márta Kakuk, Szilvia Máté, Anita Vígh and ‘mood manager’ István Éles. Ágnes Györki, the head of Promosalons Representation (they manage French fairs in Hungary) started out by saying that participation in some of their traditional fairs is no longer available in Hungary, due to lack of interest. Some of the fairs have become smaller as organisers are forced to cut costs because of the economic recession. In 2011 one of their most important events will be the VINEXPO in Bordeaux, on 19-23 June. Márta Kakuk of Mon-Art Reklámiroda Kft. (the official representative of Koelnmesse in Hungary) informed us that Koelnmesse also had to rationalise their exhibitions: they merged some fairs, deleted others and targeted new industries. Szilvia Máté, the managing director of BD-EXPO Kft. (they represent Messe Düsseldorf and Veletrhy Brno in Hungary) opined that in our region the crisis is still a great burden on the sector. Her experience is that companies do everything to participate in the most important fairs and skip regional events. In 2011 Düsseldorf will host EuroShop, Interpack and ProWein. The significance of trade fairs did not change and it is still true that personal relationships cannot be replaced with online ones – and of course products cannot be tasted or felt virtually. Exhibitors tend to make do with 1-2 instead of 4-5 appearances a year, primarily at the events most acknowledged by the market. Promosalons’ experience is that even fewer Hungarian companies decide to participate in French fairs than before. BD Expo’s opinion is that the lower level of Hungarian participation is also a result of not having a state concept for supporting companies’ trade fair appearance.

According to Koelnmesse’s representative, Hungarian companies are interested in 10 events out of 50, with ANUGA attracting the highest number of participants. Trade fairs have completely switched to interactive registration and ticket sales, even the exhibitor dossiers are only downloadable from the Internet and not sent by mail. Participants can organise all their programmes and completely prepare for trade fairs in general on the Internet. Trade fairs, exhibitions and company events are unimaginable without hospitality/catering and different programmes, but these days organisers want more exciting services at a lower cost. Anita Vigh, customer relations director of Bonus Party Service Kft. told Trade magazin that companies are trying to minimise costs: they concentrate on meetings with partners and on conferences (nothing is more important than keeping old partners and getting new ones), while internal events have become somewhat neglected. A good brief and finalising details in person are two very important factors of successful events – key information may only come to light on these occasions. Gastronomy is more and more important when it comes to organising company events, for instance demand for quality wines is on the rise. This is the reason why Bonus Party Service Kft. tries to offer a new image and new menus every year.

They serve popular favourites and special delicacies such as Quiche Lorainne with spinach and salmon. Even the design of their buffet tables follows the latest trends and they have 40 different types of dinner service set. Famous comedian István Éles has come up with something new once again. He first read about the world of marketing in András Mezei’s Magyar kocka (Hungarian Cube), which was later followed by works of Iacocca, Carnegie, Carlzon and Kotler. He started studying to better understand the world of company management and to be able to serve company demand with new programmes and services. His funny company events create a better mood for the following days and colleagues can work more effectively. He usually prepares with the help of company insiders and publications and usually offers four different programmes, from which firms can choose: 1. Our company – it is a laugh; 2. Competent company executive: István Éles; 3. Competitive situation; 4. A training where we make our diaphragm stronger. István Éles told us that his programmes can be perfectly integrated into training programmes. He also has three types of traditional programmes, which can be ‘consumed’ independently, e.g. at Christmas parties or when meeting with business partners.