UFI Operations Focus Meeting - Paris 2010 - Andreas Hitzler

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Which core services do your exhibitors really want?
By: Andreas Hitzler, CEO, MEPLAN, Munich, Germany

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  • => To get you a little going – I want to start directly with a question:
  • To get you a little going – I want to start directly with a question: You have really a very nice tie – may I ask you „Where did you get the money from to buy that tie? “ (bank, boss, credit card) You really have very nice shoes – „Who gave you the money to buy that shoes?“ (wife, your company, your kids, present) Wow, that´s a really great watch – „How did you buy the watch?“ (credit card, cash, ...) # # # @At the end it is the customer who pays all our bills! # # # @At trade fairs the focus should be on our customer – the exhibitor!! #=> # I found a Quote by Mahatma Ghandi – I want to share with you:
  • I found a Quote by Mahatma Ghandi – I want to share with you: A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so #=># That leads us directly to our first conclusion: @ We should focus on our exhibitor – with everything we do - he pays all our bills!
  • That leads us directly to our first conclusion: @ We should focus on our exhibitor – with everything we do - he pays all our bills! @ Without the exhibitors – there will not be a trade fair!!!
  • Herewith we already have Topic Number 1 – # ticked # off – And I have not even introduced myself: I´m Andy Hitzler – I´m here today to speak about the exhibitors point of view key accounts by phone and show visits Allow me to be provocativ – as a real exhibitor would be too! My agenda today looks like this: 1. Focus on what really counts (alredy ticked off) 2. ## What do companies really expect from venues and organizers? 3. ## Exhibitor wish list 4. ## Do we cut costs at the wrong end? ----------------------------- Let´s jump directly to - #=># Topic no 2: What do companies really expect from venues and organizers:
  • Topic 2 What do companies really expect from venues and organizers: # => # I want to start that topic with our first simple voting question: Online Voting test: „In which line of business you are in?
  • Online Voting test: „In which line of business you are in? a.) Venue b.) Show organizer c.) Exhibitor d.) Supplier e.) other ##### Online Vote ######## Great it works – thanks to Adrian from Hypermaster Glad about variety! Petty no exhibitors are here - but I try to represent them as best as I can  Now that the system is working – let me ask you a topic related question: #=># Online Voting 2: “How many different products and services do you offer your customers (exhibitors)? ( eg. Electricity, standbuilding, rigging, carpet, catalog, logistic etc
  • I want to start that topic with a simple voting question: “ How many different products and services do you offer your customers (exhibitors)? ( eg. Electricity, standbuilding, rigging, carpet, catalog, logistic etc a.) 1-20 b.) 21- 40 c.) 41-60 d.) 61 – 80 e.) 81-100 f.) > 100 ##### Online Vote ######## So we can see, that you are offering quite a lot of diffrent services to your clients. I´ll come back to that „Slide“ in just a minute – Before I try to answer, what exhibitors really expect from venues and organizers – I want to put the focus on what do YOU really want: #=># What does a venue really want:
  • What does a venue really want: ### They originally want to RENT OUT HALLS As long and as often as possible! #=># The show organizer really wants to:
  • The show organizer really wants to: ### Sell floor space: As much floor space as possible to as much exhibitors as possible! #=># What do the suppliers want:
  • What do the suppliers want: ### They want to sell their products and services, may it be 1.) Logistic, 2.) Furniture rental 3.) Electricty supply, water etc. #=># BUT does an exhibitor come to a trade fair to:
  • BUT does an exhibitor come to a trade fair to: ### To rent halls? To rent space? To buy logistic services? Get electricity? Or are these just services he is booking to get the chance to get in contact with the #=># VISTORS
  • VISTORS And your shows have a lot of visitors, from all over the world, which offers a very high potential towards the exhibitor!! #=># BUT:
  • BUT How can the exhibitor make usage of the high potential your trade fair is offering??? Let me give you a simple example: #=># Your trade fair has 180 Amount of vistitors, cruising through the halls. That´s your trade fair POTENTIAL!!! For exhibitor 1.) out of the 180 amount of visitors, 36 amount (20%)are interesting (his potential – mostly only a fraction of the overall potential) , but they are scattered everywhere in the halls For exhibitor 2.) out of the 180 amount of visitors, 22 amount (12%) are interesting (his potential – mostly only a fraction of the overall potential) , but they are scattered everywhere in the halls For exhibitor 3.) out of the 180 amount of visitors, only 9 amount (5%) are interesting (his potential – mostly only a fraction of the overall potential) , but they are scattered everywhere in the halls --------------------------------------------------------------------------- #=># So – coming back to our topic: „What do exhibitors really expect from venues and organizers“ – here is what they would expect:
  • So – coming back to our topic: „What do exhibitors really expect from venues and organizers“ – here is what they would expect: To get in contact with as much of the potential visitors as possible BUT how can we help the exhibitor here: ### Hand out a „Trade fair manual“ to your exhibitors = Trainings ### Easy to use ticket vouchers = Vistitor vouchers guidance ### Help your exhibitors to reach his visitor-profile effectively = Matchmaking ### Make it easy for exhibitors and visitors to make appointments prior to the show = Easy contact managment ### Help the on site visitor to navigate to his interested exhibitors = On Site navigation ### Make the follow up process easy = Leadmangement solutions #=># IN AN IDEAL WORLD: Every exhibitor can reach his visitor potential
  • IN AN IDEAL WORLD: Every exhibitor can reach his visitor potential We have on our small one hall exhibition visitors from diffrent Regions: Europe, USA, Asia And the vistors are interested in diffrent segments, e.g. Software, Hardware, Consulting Now they enter the hall - in which the exhibitor 1 is looking for: Europe / USA – and the segments Software / Consulting The question on Topic 2 was: What do exhibitors really expect from tradefairs: Than this is what they would expect!!!!! I KNOW, that there are some obstacles in the way!! But in Germany is a „quote, a saying“: You only grow with your tasks“ #-># I promised you to come back to the Online voting result – here is what you vote.
  • I promised you to come back to the Online voting result – You had quite a lot of services you offered – here is the slide for you to recall. I want to know from you know In relation to your overall services – how many percent are directly connected in enabling vistiors and exhibtors coming together. (Eg. Matchmaking solutions, Calender tools, trainings, etc.) <5%, 6-10 %; 11-15 %, 16-20%, 21-25%, 26-30%, > 30% Speaking to the exhbitors, I got the impression – that there is still a lot of space for improvement in that field! #-># Never the less : The conclusion for topic 2 is clear:
  • The conclusion for topic 2 is clear: Help the exhibitor to get in contact with as much „potential“ visitors as possible. #### @By helping the exhibitor achieving his trade fair goals, you will be achieving your goals #-># BUT – be aware, there are traps on the way:
  • BUT – be aware, there are traps on the way: Unfortunatly not all exhbitors are active!!! ## Bild1 ## Bild 2 If they are not active – they will not reach their goals – and will not come to your trade fair – EVEN IF YOUR SHOW IS SUCCESSFULL!!! #=># So – you have to activate them!!!!
  • So – you have to activate them!!!! It is in your own interest!! #-># That let´s me add another subconclusion to topic 2:
  • That let´s me add another subconclusion to topic 2: Don´t expect exhibitors to be active ! ### YOU have to activate the exhbitor – and MAKE him successfull! #-># Topic 3:
  • Exhibitor Wish list // #=># Why do you…
  • Why do you……// ## Why do you have a monopoly on some of your on site services? Eg. Transportation , stand cleaning, catering, security etc.? Do you have to earn money not only on our floor space we buy, but also on services we need to buy from you? #-># Here I want to do another Online voting:
  • VOTING 1 : Do you sell services more expensive than you purchase them yourself? : a.) yes b.) n VOTING 2 : How high is the average mark up? <5%, 6-10 %; 11-15 %, 16-20%, 21-25%, 26-30%, > 30% #-># Why are the build up and take down dates so short?
  • Why are the build up and take down dates so short? Why are the regulations for entering the fairground during build up so diffrent from venue to venue? Visitor vouchers (e-tickets) Why can‘t I see before the show, which of my invited visitors are using my tickets – or are coming via another way? The Costs for used tickets are charged after the show– why is their no max. amount of tickets which I will get charged. At the end, I´m inviting also your visitors? #=># Why can‘t the participation of a trade fair be as easy as flying from Munich to Paris? //
  • Why can‘t the participation of a trade fair be as easy as flying from Munich to Paris? // #=># Booking a flight is fairly simple //
  • Booking a flight is fairly simple // Travel Agent ## Terminal ## Flight ## Arrival #=># Travel Agent // Trade Fair
  • ## Cost transparency – Why do I not know the exact amount of costs for my trade fair participation – already at the time I sign my application form … It would make my planning so much easier! ## One bill - Why do I not get one bill – for all my ordered services? ... Why do I also get bills from your suppliers? ## Online bookable - Why can I not book all the services you offer online? And why do I have to order for my service partners, in my name – instead them booking directly with you? ## Confirmation of order - Why can some fairs not give me a confirmation of my ordered services? ## You know where you sit (in business class ) - Why do I have to apply without knowing where I will be located? Don‘t I pay the „full price business ticket“? #=># Terminal // Trade Fair
  • Terminal // Trade Fair ## Parking Tickets - This is really similar to airports – they are far too expensive! ## Burglary - Why can you not stop theft? At least make affords to frighten off by e.g. video surveillance or talk more about the affords you undertake. #=># ### Online Voting ### Who has a 24 h / 7d full venue video surveillance – which is also recording at least the data of the last 72 hours? A.) yes – we have a video surveillance - that is recording longer than 3 days B.) No – we don´t have a video surveillance C.) No – we have a video surveillance but that one does not record minimum 72 hours
  • Who has a 24 h / 7d full venue video surveillance – which is also recording at least the data of the last 72 hours? A.) yes – we have a video surveillance - that is recording longer than 3 days B.) No – we don´t have a video surveillance C.) No – we have a video surveillance but that one does not record minimum 72 hours #=># Food & Beverage
  • Food & Beverage - The food is as expensive as in airports – but the quality is often poorer! ## Security - In airports you know what you are allowed to have in your hand luggage - great! Can you tell me the difffrence of the fire regulations between Frankfurt and Munich? Why is it so diffrent – why can there not be the same regulations– at least in Europe? ## Find your departure gate - How does my vistior find me? Would an visitor navigation system not be helpful? #=># Flight // Trade Fair
  • Flight // Trade Fair ## No technical questions - Nobody is asking me as a passenger: How many horsepower do we need to take off, how many bolts we need fixing the engine to the wing.. Why do you ask me how much Kilowatts I want to order? #=># ###ONLINE VOTE### How many KW (Kilowatts) do you need to order if you bring: A refrigerator, 10 x 100 watt lamps, 1 water boiler and 2 mobile chargers to your booth. A.) 1KW b.) 2KW …… till 10 KW
  • How many KW (Kilowatts) do you need to order if you bring: A refrigerator, 10 x 100 watt lamps, 1 water boiler and 2 mobile chargers to your booth. A.) 1KW b.) 2KW …… till 10 KW #=># Technical regulations…
  • Technical regulations - Have you seen an airplane where the doors have different sizes, the seating space is only half as normal? – at trade fairs the stand building regulations are always different … Why? ## Different infrastructure - Electricity from the ceiling? Only when your booth is close to a pillar …? Water connection is on your spot not available – or you have to build on your cost a raised floor? ## waste disposal included - Nobody from Lufthansa ever charged me that I threw away the newspapers and that I did not take home my security-foil which protected my luggage. #=># Arrival // Trade Fair
  • Arrival // Trade Fair ## No extra and unexpected costs - If I fly somewhere – I paid a ticket. So far no airline charged me extra because we had strong headwind, or I flew in winter and they head to put the heating higher. Why do I get charged after the show for so many additionals … (tickets, electricity, water consumption etc.) ## If my luggage is not arriving – clear status - And last but not least – have you ever not received something in time on the last build up day. Who is the person who can give me at least an information about my order? Not to mention – who would be able to give me a clear status on my order – we have your order, your chair is at the moment loaded and will be delivered in the next 60 minutes. #=># Conclusion Let the exhibitor be able to budget his participation as early and exact as possible.
  • Let the exhibitor be able to budget his participation as early and exact as possible. Make the order process as simple and easy as possible. Find ways to avoid charging for services after the show.
  • Do we cut costs at the wrong end? #=># You should always question your price policy and your processes //
  • You should always question your price policy and your processes // Everything which makes a product cheaper without affecting the quality – is welcome. ## But never cut costs on quality! #=># Quality // What is quality
  • Quality // What is quality ## Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. Customers pay only for what is of use to them and gives them value. Nothing else consitutes quality. #=># Summary
  • Summary 1.) Without the exhibitors – there will not be a trade fair!!!   2. By helping the exhibitor achieving his trade fair goals, you will be achieving your goals   3. YOU have to activate the exhibitor – and MAKE him successfull!   4. Let the exhibitor be able to budget his participation as early and exact as possible. Make the order process as simple and easy. Find ways to avoid charging for services after the show.   5. Do never cut costs on quality! #=># So don‘t forget…
  • So don‘t forget… ## Bild ## Fishingpond ## Rod ## Fisher ## Fish #=># but don‘t stop by giving him just the rod…
  • but don‘t stop by giving him just the rod… ## Teach him how to fish ## give him the right bait #=># so that your exibitor can catch as much fish as he can
  • so that your exibitor can catch as much fish as he can
  • UFI Operations Focus Meeting - Paris 2010 - Andreas Hitzler

    1. 1. The best way to exhibit UFI // Operations Focus Meeting Cost Efficient Operations  How to focus on what really counts?
    2. 2. Focus on what really counts // … at the end it‘s the customer who pays all our bills! At trade fairs – the focus should be on our customer – the exhibitor
    3. 3. Focus on what really counts // The Exhibitor = Our all customer // “ A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” Mahatma Gandhi
    4. 4. Focus on what really counts // Conclusion 1 // We should focus on our exhibitor – with everything we do - he pays all our bills! Without the exhibitors – there will not be a trade fair!!!
    5. 5. Topic overview // Focus on what really counts What do companies really expect from venues and organizers? Exhibitor wish list Do we cut costs at the wrong end? 1 2 3 4
    6. 6. What do companies really expect from venues and organizers // 2 What do companies really expect from venues and organizers //
    7. 7. What do companies really expect from venues and organizers // Let‘s vote // „In which line of business you are in?“
    8. 8. What do companies really expect from venues and organizers // Let‘s vote // „ How many different products and services do you offer your customers?”
    9. 9. What do companies really expect from venues and organizers // <ul><li>What does the venue want: // </li></ul><ul><li>Rent out halls </li></ul>
    10. 10. What do companies really expect from venues and organizers // <ul><li>What does a show organizer want: // </li></ul><ul><li>Sell floor space </li></ul>
    11. 11. What do companies really expect from venues and organizers // <ul><li>What does the supplier want: // </li></ul><ul><li>Sell his services and products </li></ul>
    12. 12. What do companies really expect from venues and organizers // BUT does an exhibitor come to a trade fair to: // rent Space? rent Halls? get Electricity? buy Logistic Services ?
    13. 13. What do companies really expect from venues and organizers // VISITORS
    14. 14. How can the exhibitor make usage of the high potential? // Exhibitor 1 Exhibitor 2 Exhibitor 3 20 % // 36 visitors 12 % // 22 visitors 5 % // 9 visitors 180 Visitors 1 2 3 4 5 6 7 8 9 10
    15. 15. What do companies really expect from venues and organizers // <ul><li>How can we help exhibitors to make the best usage of the potential // </li></ul><ul><li>Easy to use ticket vouchers </li></ul><ul><li>Help your exhibitors to reach his visitor-profile effectively </li></ul><ul><li>Make it easy for exhibitors and visitors to make appointments prior to the show </li></ul><ul><li>Help the on site visitor to navigate to his interested exhibitors </li></ul><ul><li>Make the follow up process easy </li></ul><ul><li>Hand out a „Trade fair manual“ to your exhibitors </li></ul>Trainings Matchmaking Easy Contact Management On Site Navigation Leadmanagement Solutions Visitor voucher guidance
    16. 16. In an ideal world: Every exhibitor can reach his visitor potential: // Segment Region Software Hardware Consulting Europe USA Asia Exhibitor 1 Region Segment Exhibitor 2 Region Segment Exhibitor 3 Region Segment
    17. 17. What do companies really expect from venues and organizers // Let‘s vote // „ In relation to your overall services – how many percent are directly connected in enabling vistiors and exhibtors coming together?”
    18. 18. What do companies really expect from venues and organizers // Conclusion 2.1 // Help the exhibitor to get in contact with as much „potential“ visitors as possible. By helping the exhibitor achieving his trade fair goals, you will be achieving your goals!
    19. 19. What do companies really expect from venues and organizers // BE AWARE : Not all the exhibitors are active ! //
    20. 20. What do companies really expect from venues and organizers // Activate your exhibitors! //
    21. 21. What do companies really expect from venues and organizers // Conclusion 2.2 // Don´t expect exhibitors to be active ! YOU have to activate the exhbitor – and MAKE him successfull!
    22. 22. Exhibitor wish list // 3 Exhibitor wish list //
    23. 23. Exhibitor wish list // <ul><li>Why do you……// </li></ul><ul><li>Why do you have a monopoly on some of your on site services? E.g. transportation , stand cleaning, catering, security etc.? </li></ul>
    24. 24. What do companies really expect from venues and organizers // Let‘s vote // 1.) „ Do you sell services more expensive than you purchase them yourself?” 2.) “How high is the average mark up?”
    25. 25. Exhibitor wish list // <ul><li>Why do you……// </li></ul><ul><li>Why do you have a monopoly on some of your on site services? E.g. transportation , stand cleaning, catering, security etc.? </li></ul><ul><li>Why are the build up and take down dates so short? </li></ul><ul><li>Why are the regulations for entering the fairground during build up are so different from venue to venue? </li></ul><ul><li>Visitor vouchers (e-tickets) </li></ul><ul><ul><li>Why can‘t I see before the show, which of my invited visitors are using my tickets – or are coming via another way? </li></ul></ul><ul><ul><li>The Costs for used tickets are charged after the show– why is their no max. amount of tickets which I will get charged. At the end, I´m inviting also your visitors? </li></ul></ul>
    26. 26. Exhibitor wish list // Why can‘t the participation of a trade fair be as easy as flying from Munich to Paris? //
    27. 27. Exhibitor wish list // Booking a flight is fairly simple // Travel Agent Terminal Flight
    28. 28. Exhibitor wish list // <ul><li>Travel Agent // </li></ul><ul><li>Cost transparency </li></ul><ul><li>One bill </li></ul><ul><li>Online bookable </li></ul><ul><li>Confirmation of order </li></ul><ul><li>You know where you sit (in business class ) </li></ul><ul><li>Trade Fair // </li></ul><ul><li>Why do I not know the exact amount of costs for my trade fair participation – already at the time I sign my application form … It would make my planning so much easier! </li></ul><ul><li>Why do I not get one bill – for all my ordered services? ... Why do I also get bills from your suppliers? </li></ul><ul><li>Why can I not book all the services you offer online? And why do I have to order for my service partners, in my name – instead them booking directly with you? </li></ul><ul><li>Why can some fairs not give me a confirmation of my ordered services? </li></ul><ul><li>Why do I have to apply without knowing where I will be located? Don‘t I pay the „full price business ticket“? </li></ul>Travel Agent
    29. 29. Exhibitor wish list // <ul><li>Terminal // </li></ul><ul><li>Parking tickets </li></ul><ul><li>Burglary </li></ul><ul><li>Trade Fair // </li></ul><ul><li>This is really similar to airports – they are far too expensive! </li></ul><ul><li>Why can you not stop theft? At least make affords to frighten off by e.g. video surveillance or talk more about the affords you undertake. </li></ul>Terminal
    30. 30. Exhibitor wish list // Let‘s vote // „ Who has a 24 h / 7d full venue video surveillance – which is also recording at least the data of the last 72 hours?”
    31. 31. Exhibitor wish list // <ul><li>Terminal // </li></ul><ul><li>Parking tickets </li></ul><ul><li>Burglary </li></ul><ul><li>Food & Beverage </li></ul><ul><li>Security regulations </li></ul><ul><li>Find your departure gate </li></ul><ul><li>Trade Fair // </li></ul><ul><li>This is really similar to airports – they are far too expensive! </li></ul><ul><li>Why can you not stop theft? At least make affords to frighten off by e.g. video surveillance or talk more about the affords you undertake. </li></ul><ul><li>The food is as expensive as in airports – but the quality is often poorer! </li></ul><ul><li>In airports you know what you are allowed to have in your hand luggage - great! Can you tell me the difffrence of the fire regulations between Frankfurt and Munich? Why is it so diffrent – why can there not be the same regulations– at least in Europe? </li></ul><ul><li>How does my vistior find me? Would an visitor navigation system not be helpful? </li></ul>Terminal
    32. 32. Exhibitor wish list // <ul><li>Flight // </li></ul><ul><li>No technical questions </li></ul><ul><li>Trade Fair // </li></ul><ul><li>Nobody is asking me as a passenger: How many horsepower do we need to take off, how many bolts we need fixing the engine to the wing.. Why do you ask me how much Kilowatts I want to order? </li></ul>Flight
    33. 33. Exhibitor wish list // Let‘s vote // „ How many KW (Kilowatts) do you need to order if you bring…….”
    34. 34. Exhibitor wish list // <ul><li>Flight // </li></ul><ul><li>No technical questions </li></ul><ul><li>Technical regulations </li></ul><ul><li>Different infrastructure </li></ul><ul><li>Waste disposal included </li></ul><ul><li>Trade Fair // </li></ul><ul><li>Nobody is asking me as a passenger: How many horsepower do we need to take off, how many bolts we need fixing the engine to the wing.. Why do you ask me how much Kilowatts I want to order? </li></ul><ul><li>Have you seen an airplane where the doors have different sizes, the seating space is only half as normal? – at trade fairs the stand building regulations are always different … Why? </li></ul><ul><li>Electricity from the ceiling? Only when your booth is close to a pillar …? Water connection is on your spot not available – or you have to build on your cost a raised floor? </li></ul><ul><li>Nobody from Lufthansa ever charged me that I threw away the newspapers and that I did not take home my security-foil which protected my luggage. </li></ul>Flight
    35. 35. Exhibitor wish list // <ul><li>Arrival // </li></ul><ul><li>No extra and unexpected costs </li></ul><ul><li>If my luggage is not arriving – clear status </li></ul><ul><li>Trade Fair // </li></ul><ul><li>If I fly somewhere – I paid a ticket. So far no airline charged me extra because we had strong headwind, or I flew in winter and they head to put the heating higher. Why do I get charged after the show for so many additionals … (tickets, electricity, water consumption etc.) </li></ul><ul><li>And last but not least – have you ever not received something in time on the last build up day. Who is the person who can give me at least an information about my order? Not to mention – who would be able to give me a clear status on my order – we have your order, your chair is at the moment loaded and will be delivered in the next 60 minutes. </li></ul>
    36. 36. Offered services // Conclusion 3 // Let the exhibitor be able to budget his participation as early and exact as possible. Make the order process as simple and easy as possible. Find ways to avoid charging for services after the show.
    37. 37. Do we cut costs at the wrong end? // 4 Do we cut costs at the wrong end? //
    38. 38. Do we cut costs at the wrong end? // <ul><li>You should always question your price policy and your processes // </li></ul><ul><li>Everything which makes a product cheaper without affecting the quality – is welcome. </li></ul><ul><li>But never cut costs on quality! </li></ul>Quality
    39. 39. Do we cut costs at the wrong end? // Quality // Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. Customers pay only for what is of use to them and gives them value. Nothing else consitutes quality. Peter F. Drucker Quote
    40. 40. Do we cut costs at the wrong end? // Summary Conclusion 1: Without the exhibitors – there will not be a trade fair!!!   Conclusion 2: By helping the exhibitor achieving his trade fair goals, you will be achieving your goals   Conclusion 2.2: YOU have to activate the exhibitor – and MAKE him successfull!   Conclusion 3: Let the exhibitor be able to budget his participation as early and exact as possible. Make the order process as simple and easy. Find ways to avoid charging for services after the show.   Conclusion 4: Do never cut costs on quality!
    41. 41. Do we cut costs at the wrong end? // So don’t forget: you have a … Fishingpond = Trade Fair Fisherman = Exhibitor Rod = Technical services A lot of Fish = Visitors
    42. 42. Do we cut costs at the wrong end? // … but don’t stop by giving him just the rod … // Teach him how to fish … + … give him the right bait …
    43. 43. Do we cut costs at the wrong end? // … so that your exhibitor can catch as much fish as he can ! // =

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