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  1. 3. Contents <ul><li>1. Polish Trade Fair Corporation </li></ul><ul><li>2. Communication aspect of trade fairs </li></ul><ul><li>3. Evolution of trade fairs in the turn of the XXth / XXIst centuries </li></ul><ul><li>4. „Six Senses” – the Polish promotional campaign for trade fairs in Nov/Dec 2003 </li></ul><ul><li>5. „Six Senses” – strategy, execution, results </li></ul>
  2. 4. 1. Polish Trade Fair Corporation
  3. 5. Polish Trade Fair Corporation - figures <ul><li>52 members: 21 trade fair organizers, 31 trade fair service enterprises </li></ul><ul><li>192 trade fairs and exhibitions </li></ul><ul><li>525 100 sq.m. rented exhibition area </li></ul><ul><li>27 630 exhibitors </li></ul><ul><li>918 304 visitors </li></ul>Source: Trade Fairs In Poland Report 2005, (2006).
  4. 6. Polish Trade Fair Corporation – our mission <ul><li>to be a platform for exchanging ideas and experiences by the industry professionals </li></ul><ul><li>to promote exhibitions as a unique marketing and communication tool </li></ul><ul><li>to offer trade fair marketing education </li></ul><ul><li>to provide reliable, audited exhibition statistics on the Polish trade fair market </li></ul>
  5. 7. 2. Communication aspect of trade fairs
  6. 8. Communication aspect of trade fairs <ul><li>communication is the source of the civilization development </li></ul><ul><li>communication has always been accompanying the processes of exchange of goods – the exchange of information proceeds the exchange of goods </li></ul>
  7. 9. 3. Evolution of trade fairs in the turn of the XXth / XXIst centuries
  8. 10. Evolution of trade fairs in the turn of the XXth / XXIst centuries <ul><li>rapid globalization processes accelerated by information and communication technology development (the Internet, mobile telephony) </li></ul><ul><li>the New Economy, the Knowledge Society – it’s time for the New Generation Trade Fairs! </li></ul><ul><li>the impact of the late 1990s economic recession on the trade fair industry condition worldwide </li></ul><ul><li>necessary changes in marketing as the result of dynamic market transformation (Philip Kotler, 2003) </li></ul>The change of the paradigm of trade fairs D ecisive factors:
  9. 11. Evolution of trade fairs in the turn of the XXth / XXIst centuries <ul><li>„ Trade fairs +” – one-stop value added trade fairs and exhibitions (conference programme + matchmaking + media coverage + … ) </li></ul><ul><li>Business-to-Business trade fairs – branch trade fairs addressed to the industry professionals </li></ul><ul><li>Business-to-Customer trade fairs – dynamic trade fairs and exhibitions accompanied by shows, contests and entertainment programme </li></ul><ul><li>Vertical trade fairs – presentation of products in thematical sectors </li></ul>XXI century trade fairs:
  10. 12. 4. “Six Senses” – the Polish promotional campaign for trade fairs - Nov / Dec 2003
  11. 13. “ Six Senses” – the Polish promotional campaign for trade fairs launched in Nov / Dec 2003 <ul><li>intensive promotional activities carried out by trade fair organizations worldwide (UFI, AEO) on behalf of trade fairs in situation of economic recession and trade fair dynamics slowdown </li></ul><ul><li>the need to launch own pioneer promotional campaign for Polish trade fairs </li></ul><ul><li>building the campaign concept on the idea of “six” senses </li></ul>Circumstances:
  12. 15. 5. The Six Senses campaign – strategy, execution, results
  13. 16. The Six Senses campaign – our objectives <ul><li>to emphasize “the synergy effect” achieved only at trade fairs </li></ul><ul><li>to educate – to enhance knowledge on trade fairs </li></ul><ul><li>to promote trade fairs as the most effective communication and marketing instrument </li></ul><ul><li>to show the change of image of trade fairs </li></ul>
  14. 17. The Six Senses campaign – our target groups <ul><li>advertising agencies and media houses </li></ul><ul><li>the biggest Polish advertisers </li></ul><ul><li>the top Polish marketing professionals </li></ul><ul><li>exhibitors at Polish trade fairs – the market leaders </li></ul><ul><li>trade fair and exhibition organizers </li></ul>
  15. 18. The Six Senses campaign – organizational steps <ul><li>creating the campaign budget by 20 trade fair companies – the PTFC members </li></ul><ul><li>execution of the campaign by a prestige advertising agency famous for its activities in the area of marketing communication </li></ul>
  16. 19. The Six Senses campaign – the stages <ul><li>Stage I – mailing </li></ul><ul><li>Stage II – the Polish Trade Fair Gala evening </li></ul><ul><li>3. Stage III – PR activities </li></ul>
  17. 20. The „Six Senses” campaign – stage I Mailing – providing the campaign target groups with an invitation to the Polish Trade Fair Gala evening and a teaser box including small items symbolizing <ul><ul><ul><li>SIGHT – a piece of glass </li></ul></ul></ul><ul><ul><ul><li>HEARING – a sea shell </li></ul></ul></ul><ul><ul><ul><li>TOUCH – a feather </li></ul></ul></ul><ul><ul><ul><li>SMELL – a fragrance </li></ul></ul></ul><ul><ul><ul><li>TASTE – a candy </li></ul></ul></ul><ul><ul><ul><li>... and ...... </li></ul></ul></ul>
  18. 22. The „Six Senses” campaign – stage II The Polish Trade Fair Gala evening <ul><ul><ul><li>„ Trade Fairs – Your Brand New Limo” – a multimedia presentation on a telebim </li></ul></ul></ul><ul><ul><ul><li>„ Trade Fairs – Your Brand New Limo” – a catalogue and a CD </li></ul></ul></ul><ul><ul><ul><li>the “Six Senses” exposition - artistic installations symbolysing human senses, unveiled by the dancers </li></ul></ul></ul><ul><ul><ul><li>a performance by the Polish Dance Theatre </li></ul></ul></ul>
  19. 26. The „Six Senses” campaign – stage III PR activities <ul><ul><ul><li>TV coverage of the Gala event </li></ul></ul></ul><ul><ul><ul><li>a press conference on the spot </li></ul></ul></ul><ul><ul><ul><li>an insert in the “Media & Marketing” magazine – a CD inviting readers to take part in a competition checking knowledge on trade fairs </li></ul></ul></ul><ul><ul><ul><li>a supplement to the „Rzeczpospolita” daily – a report on the campaign, interviews with the industry experts and testimonials by exhibitors </li></ul></ul></ul><ul><ul><ul><li>further media coverage – numerous press reports in Polish and foreign trade magazines </li></ul></ul></ul><ul><ul><ul><li>the Internet campaign at </li></ul></ul></ul>
  20. 28. „ Trade fairs are the specific „haute couture” of marketing. Trade fairs: Bogusław Zalewski, President of the Board Polish Trade Fair Corporation <ul><li>concentrate the market leaders, </li></ul><ul><li>create brand new phenomena and trends in business, marketing and economy , </li></ul><ul><li>indicate new directions for the company development, </li></ul><ul><li>create fashion trends in the field of technology and industrial patterns, </li></ul><ul><li>promote the very best of entrepreneurship.” </li></ul>