To leave or to stay, that is the question

It is constantly debated whether trade fairs and participating in them are necessary. Ilka Theil, marketing leader of Idea Zone says that statistical data from 2008-2009 are significantly worse than trade fair data in previous years. Many fairs have become smaller, some merged and others disappeared. Some people say this is a positive side effect of the crisis, as there were too many similar events and the market was fragmented. Ákos Tichy, the managing director of Idea Zone saw disappointed participants at several fairs – many realised only at the venue that they had picked the wrong fair or the number of visitors was too low. A process of restructuring has definitely started and fair organisers really need to come up with well-organised events if they plan for the long term. Ilka Theil says that enhanced and visible communication is necessary in selling anything, and a fair is a good occasion for products to compete at the same place and at the time. Fairs are also perfect for networking and participants can convince their partners about their professional competence and the quality of their products or services. Visibility is of utmost importance at trade fairs. Idea Zone developed its own, patented products and services: these include display systems, packaging solutions, exhibition stands, store furnishings and shop windows. The family enterprise started 8 years ago and today they are present in several European countries. Their main goal is to be unique and to make their products easy to transport and assemble. A well-organised event is the result of hard work carried out by professional event organisers. Anita Vigh, customer relations manager of Bonus Party Service Kft. is of the opinion that service providers can do practically anything their clients ask them: all kinds of venues are available, together with unique buffet table designs or trendy gastronomy services, ranging from flying service to gala dinners. She emphasised that event organisers should be contacted as early as possible. It is a basic truth that the more information is available to organisers, the better scenario they can come up with. Melinda Mórocz, marketing manger of Confhotel Csoport reveals that event organisers coordinate the services of different service providers, therefore clients do not have to look for shows or programmes themselves, they are delivered to them tailor-made to their needs. She added that in order to organise a successful event good flow of information and trust between the client and the organisers are inevitable. It seems that this year the planning-commissioning-implementation period has shortened; in the case of smaller events sometimes only 10-14 day are available to organisers. In such situations, it is a great advantage that Confhotel Rendezvényügynökség works with 300 proven venues. Márta Kakuk, the head of MON-ART Reklámiroda Kft, Koelnmesse’s Hungarian representative tells us that accommodation is also of vital importance when participating in fairs: those who work at the stand create a better impression if they do not have to travel for hours from their hotel to the fair. Those who book rooms close to the venue in advance have an advantage, from a budgetary point of view as well. Hotel Express has been present in Hungary since 2007 and offers great discounts. Péter Árva, the company’s managing director in Hungary informs us that their chain is present with thousands of hotels in 140 countries. Members are entitled to receive discounts up to 50 percent – membership fee returns usually after 3-4 nights spent in one of the hotels. Szilvia Máté, the head of BD-Expo Kft, the official representative of Messe Düsseldorf and Veletrhy Brno in Hungary says that being present at a fair should be communicated to partners in advance. For example, 1-2 months before the event all e-mails and letters should contain the event’s logo and the exact position of the company’s stand. Offering VIP passes to strategic partners is also a good idea.