UFI Marketing Focus Meeting - Amsterdam 2009 - Peter Boodts

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The exhibitor’s point of view – the value of exhibitions
By: Peter Boodts, MarCom Manager, Global Communications Agfa, Agfa Graphics, Mortsel, Belgium

Published in: Business, Career
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UFI Marketing Focus Meeting - Amsterdam 2009 - Peter Boodts

  1. 1. UFI 2009 - Amsterdam Marketing Focus Meeting The exhibitor’s point of view: The value of exhibitions. Peter Boodts Marketing Communications Manager - Agfa Graphics
  2. 2. Agfa Graphics in the Agfa-Gevaert Group GLOBAL TURNOVER 2008 3,1 billion euro 50% AGFA GRAPHICS 43% AGFA HEALTHCARE 7% AGFA SPECIALTY PRODUCTS 2
  3. 3. Agfa Graphics: Facts and Figures Turnover 2008: 1.5 billion € 57% 15% 8% Personnel 4700 worldwide 20% • Nr. 1 WW: • In newspaper printing plates • in newspaper CtP systems • Nr. 1 in Europe: Sales office • in offset plates Manufacturing site • in CtP systems
  4. 4. A traditional media mix We are active in a global B-to-B niche market. Our tools: • Print, Print, Print! • Trade press advertising • Web 1.0 • TRADE SHOWS!
  5. 5. MarCom budget: An inconvenient truth How much do we spend on exhibitions? • In 2000 33% • In 2009 >50%
  6. 6. Trade shows are great! • They are expensive. • They are complex to manage. • They are difficult to defend to the bean counters. • They give you a terrible head-ache. • But… A trade show is the only medium that allows face-to-face communication with engaged customers & prospects.
  7. 7. Furthermore… they deliver real
  8. 8. Drupa 2008 Tactics for
  9. 9. Strategy Integration Disruption …Be Different!
  10. 10. Being different: isolated booth (2700m²)
  11. 11. Being different: The Agfa Gallery • Visuals • Sound • Smell • EXPERIENCE
  12. 12. Being different: Pre-Show advertising
  13. 13. Being different: Breakfast
  14. 14. Being different: Daily auction
  15. 15. Being different: The multifunctional mirror tent
  16. 16. Being different: Morning briefing
  17. 17. Being different: Yoga class for staff
  18. 18. The result: Forecasted Sales Target: 42 mio € End result: >100 mio € Additional sales through auction: 3,5 mio € >3.000 leads of which 65% converted to sales
  19. 19. So, yes, we are trade show lovers! BUT! • We are fighting the same battle as you. • We need your help. Help us helping you helping us.
  20. 20. Tips for
  21. 21. Administration & budget Things that make our lives easy/difficult. • Order forms • Standard vs. Optional Services • Eg. Wi-Fi • Sub contractor monopolies • Penalties • Flexibility • Travel cost • Planes, trains, hotels, taxis…
  22. 22. Tradeshow attractiveness Features that make or break an exhibition for us • Completeness • Guarantee that our competitors are there • Hall aesthetics • Stick to the floor plan as much as possible • Building height • Mixing Shell scheme and custom build • Statistics accuracy • Double counting, exhibitor counting,…
  23. 23. Thank you!

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