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Steering Committee 31/01/2014 – MuntPuntBrussels
Concept & market research
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The company:
Artexis
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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
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Building portfolio
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A new trade fair:
the answer to a market need ?
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Building materials manufacturersasked us:
Can we exhibitat REALTY?
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Very successfulfirst years
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Substantial need for a new platform?
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Mapping visitors needs
through market research
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Market survey (80 companies) :
Conclusions
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Do you visit
trade fairs today
Rarely in Belgium, occasionally abroad.
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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, …).
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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.
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What does a trade show
require for you
to visit it
Yes, certainly – but the concept will have to meet certain requirements …
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Requirementsfor a successful event
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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
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November ‘13:
Take-offke-
off!
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Preparing our campaign …
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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 …
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BUILTY CONCEPTExhibitors:Max 40 building materialmanufacturers
Only manufacturers of innovativebuilding materials and market leadersNo construction merchants.
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Buildings only
- No civil engineering.- No disticntion in type of buildings (retail, logistics, office, residential, …)- Materials: foundations > building frame > wind & water tight
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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
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Non-stop catering
all-includedFor exhibitors AND visitors
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Quicklearnsessions
QuickLearn SessionsQuickLearn: Pecha Kucha style, what’s in it for me?Also: workshops, demos, keynote debate
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Visitor Profile
600 largest general contracting companies
Class 5 > 8
Functions:
Technical Directors
Project Managers
Estimators
Purchasers
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Target: 600 visitors
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Visitor target 2014
600visitors
5,4min/
visitor*
* If stand is manned with 3 people.
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How to attract the
right visitors
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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
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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.
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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.
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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.
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Questions?