Steering Committee 31/01/2014 – MuntPuntBrussels

Concept & market research

The company:

Artexis

Market leader

Antwerp Expo, Flanders Expo, Namur Expo

400 trade fairs / 15.000 exhibitors / 2 million visitors

Artexis Group: 94 million € / 12 million € EBITDA / 15 countries

www.artexisgroup.comwww.artexis.com

@ArtexisBelgium

Building portfolio

A new trade fair:

the answer to a market need ?

Building materials manufacturersasked us:

Can we exhibitat REALTY?

Very successfulfirst years

Substantial need for a new platform?

Mapping visitors needs

through market research

Market survey (80 companies) :

Conclusions

Do you visit

trade fairs today

Rarely in Belgium, occasionally abroad.

Do you decide

which productsare chosen

Contractors have great decision making power. Deviate regularly from the prescripted materials (out of habit, better price/quality ratio, …).

Do you have

a direct line with the

end customer

Contractor becomes more and more the single point of contact for the customer andcoordinators of the entire project.

What does a trade show

require for you

to visit it

Yes, certainly – but the concept will have to meet certain requirements …

Requirementsfor a successful event

Conditions for a successful show

Conveniently arranged for easy-view

Set up should enable a visit of max 2/3 hrs

No enormous stands

Focus on knowledge transfer

What’s in it for me?

No tourists => optimal networking platform for the big boys

November ‘13:

Take-offke-

off!

Preparing our campaign …

Conditions for a successful trade show

Conveniently arranged for easy-view

Set up should enable a visit of max 2/3 hrs

No enormous show with enormous stands

Focus on knowledge transfer

What’s in it for me?

No tourists => optimal networking platform for the big boys

SAVE THE DATE!

08 + 09 october 2014tour&taxis

And now about the concept …

BUILTY CONCEPTExhibitors:Max 40 building materialmanufacturers

Only manufacturers of innovativebuilding materials and market leadersNo construction merchants.

Buildings only

- No civil engineering.- No disticntion in type of buildings (retail, logistics, office, residential, …)- Materials: foundations > building frame > wind & water tight

Adapted

opening hours

Wednesday 8/10: 12.00 – 22.00 (projectleaders visit after finishing up at the construction site)Thursday 9/10: 10.00 – 18.00

Non-stop catering

all-includedFor exhibitors AND visitors

Quicklearnsessions

QuickLearn SessionsQuickLearn: Pecha Kucha style, what’s in it for me?Also: workshops, demos, keynote debate

Visitor Profile

600 largest general contracting companies

Class 5 > 8

Functions:

Technical Directors

Project Managers

Estimators

Purchasers

Target: 600 visitors

Visitor target 2014

600visitors

5,4min/

visitor*

* If stand is manned with 3 people.

How to attract the

right visitors

Unique Marketing Approach

No mass advert campaign nor mass mailing Ambassadors are key Personal call to each company Follow-up call by call centre

Guerrilla marketing to spread the word: Visiting staff meetings inhouse Visiting construction sites

Visitor policy: in close consideration with ourpartners

Anti- tourist approach: paying / no entrance

No massadvert campaign/ mailing

How to spread the word …

1 1ambassador/

company

1

1

Inform 1 person per company about BUILTY and update him regularly. Aim: persuade him to spread the word within the company.

Unique Marketing Approach

Guerrilla marketing to spread the word:

Visiting staff meetings inhouse

Visiting construction sites

Visitor policy: in close consideration with ourpartners

Anti- tourist approach: paying / no entrance

Guerrilla marketingVisiting construction sites and technical inhouse meetings for the comingmonths => inform/distribute flyers & invitations/promoting personal contact/extra channel to talk to the market.

Anti-tourism policy

Selective approach to inviting peoplefor free. People who do not belong tothe target group (5>8 classscontractors), will need to pay €175 for their ticket. Idem Realty invitationpolicy.

Questions?