BUILTY is a contractors-only platform for building innovation, 8-9 October 2014, Tour & Taxis, Brussels. BUILTY aism to attract the 600 largest construction companies, more specifically technical directors, project managers, estimators and purchasers.

1. Steering Committee 31/01/2014 – MuntPunt
Brussels
Concept & market research

2. The company:
Artexis

3. 
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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.com
www.artexis.com
@ArtexisBelgium

4. Building portfolio

5. A new trade fair:
the answer to a
market need ?

6. Building materials manufacturers
asked us:
Can we exhibit
at REALTY?

7. Very successful
first years

8. Substantial need for a new platform?

9. Mapping visitors needs
through market research

10. Market survey (80 companies) :
Conclusions

11. Do you visit
trade fairs
today
Rarely in Belgium, occasionally abroad.

12. Do you decide
which products
are chosen
Contractors have great decision making power.
Deviate regularly from the prescripted materials (out
of habit, better price/quality ratio, …).

13. Do you have
a direct line
with the
end customer
Contractor becomes more and more the single
point of contact for the customer and
coordinators of the entire project.

14. trade show
require for you
What does a
to visit it
Yes, certainly – but the concept will have to meet
certain requirements …

15. Requirements
for a successful event

16. 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

17. November ‘13:
Take-offkeoff!

18. Preparing our campaign …

19. SAVE THE DATE!
Conditions for a successful trade show
Conveniently arranged for08 + 09
easy-view
Set up should enable a visit of max 2/3 hrs
october 2014
No enormous show with enormous stands
tour&taxis
Focus on knowledge transfer
What’s in it for me?
No tourists => optimal networking platform
Andthe big about the concept …
now boys
for







20. Exhibitors:
BUILTY CONCEPT
Max 40
building material
manufacturers
Only manufacturers of innovative
building materials and market
leaders
No construction merchants.

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

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

23. Non-stop catering
all-included
For exhibitors AND visitors

24. QuickLearn Sessions
QuickLearn: Pecha Kucha style, what’s in it for me?
Also: workshops, demos, keynote debate
Quicklearn
sessions

25. Visitor Profile
 600 largest general contracting companies
 Class 5 > 8
 Functions:




Technical Directors
Project Managers
Estimators
Purchasers

26. Target: 600 visitors

27. Visitor target 2014
600
visitors
* If stand is manned with 3 people.
5,4
min/
visitor*

28. How to attract the
right visitors

29. Unique Marketing Approach
No mass
 No mass advert campaign nor mass mailing
advert campaign/ 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 our
partners
 Anti- tourist approach: paying / no entrance

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

31. Unique Marketing Approach
 Guerrilla marketing to spread the word:
 Visiting staff meetings inhouse
 Visiting construction sites
 Visitor policy: in close consideration with our
partners
 Anti- tourist approach: paying / no entrance
Guerrilla marketing
Visiting construction sites and technical inhouse meetings for the coming
months => inform/distribute flyers & invitations/promoting personal
contact/extra channel to talk to the market.

32. Selective approach to inviting people
for free. People who do not belong to
the target group (5>8 classs
contractors), will need to pay €175
for their ticket. Idem Realty invitation
policy.
Anti-tourism policy

33. Questions?