Quality characteristics of trade fairs in Germany
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Intensive competitive situation / efficient trade fair business
The German trade fair industry has achieved its high level of economic
importance because it is a part of the market economy and thus
competition-oriented. For decades, the trade fair industry has been free of
legislative regulations with respect to market access for organizers or the
foundation of new events. The resulting intensive competitive situation has
made a decisive contribution to the internationally respected high quality of
German trade fairs. Furthermore, it has developed a range of trade fairs,
which are oriented towards the long-term requirements of industry and are
further developed in close consultation with the participating sectors. The
consequence is, measured against other industrial nations, an ex- tremely high
number of internationally leading trade fairs which are of exceptional
importance for German and foreign exhibitors and visitors.
High level of professionalism
The German trade fair organizers have extensive experience in the conduct of international trade fairs. They not only organize one or two globally leading trade fairs a year, but in some cases over 20 and in doing so, employ highly-specialized, internationally-experienced experts for all aspects of the trade fair business, whether it be marketing, sales, service or technology.
Global exhibitor and visitor marketing
The large German trade fair companies have the most most tight networks and numerous of foreign representatives world-wide, who inform exhibitors and visitors in their home countries. The requirements of the customers are thus optimally addressed and the high level of internationality of German trade fairs permanently secured. World-wide, there are around 450 information offices for potential exhibitors and visitors to make contact with the German trade fair organizers. Individual trade fair companies have representatives in up to 80 countries.
Internationality
A high degree of internationality is one of the key features of the trade fair centre of Germany. The growth rates, in particular, of the international exhibitor and visitor figures, reflect the increasing internationality in sales and procurement. The average values of over 50% of foreign exhibitors as well as over 30% of foreign trade visitors at international events at trade fairs in Germany, rank highest worldwide.
Long-term cooperation of market partners
A particularly important success factor of the German trade fair industry is the intensive cooperation between the market partners, in other words, the exhibitors, visitors and organizers. At all important trade fairs there are advisory committees, in which the organizer regularly discusses the further development of the trade fairs with representatives of the exhibiting and visiting industries. As a result, long-term successful, market-oriented concepts and optimal trade fair dates are ensured.
Leading standard in trade fair service
In order that exhibitors can make use of trade fairs even more intensively and simply, the German trade fair companies are constantly expanding their already existing range of services. For example, they offer support with travel bookings, press relations activity and marketing promotions as well as in the realization of online presentations. For individual sectors trade fair companies, often in cooperation with partners, organize permanent online marketplaces and thus considerably extend the effects of their trade fairs. As a result, they succeed in being a competent marketing partner for their customers, not only on a few trade fair days a year, but rather all-year-round, and thus integrate the electronic media into their portfolio of services for the benefit of the exhibiting industry.
Location at the heart of Europe
The trade fair centre Germany is located, on the one hand, in the middle of the Single European Market with around 450 million consumers and thus in one of the world's regions with the strongest demand. On the other hand, thanks to outstanding flight connections, the German trade fairs are also easy to reach in reasonable time from the business centres of America and Asia.
Leading quality of exhibition centres and infrastructure
The recognized good traffic infrastructure in the conurbations, in which many of the international trade fairs are located, represents an important precondition for cost-effective travel to and from the trade fair. In terms of architecture, logistics and technology, German exhibition centres fulfil the latest requirement of exhibitors and visitors. This also applies to congress and conference centres. In total the German exhibition centres invest around Euro 300 million annually in improvements in their facilities.
Excellent price / benefit ratio
On an international comparison, the German trade fairs have a moderate stand rental level with a simultaneously high level of visitor quality and quantity. They thus offer favourable prices per visitor contact in comparison to foreign trade fairs, but also to other media.
update 1/2010
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