logging in or signing up trendy_veletrhu aSGuest10424 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 3 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: January 13, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Trendy veletrhu ve stredoevropejském kontextu : Trendy veletrhu ve stredoevropejském kontextu Trade Fair Trends in Central East European Context Central East Europe? : Central East Europe? What can we consider as Central East Europe? Why? Components of measuring trends Visitors Exhibitors Investment in participation Trends in values : Trends in values Trends in physical figures differ by countries PL, H – polarisation and concentration SK – recovery RO, UA, SCG – for the time being up Competition – less between fairs – more between marketing tools Imperative to measure and compare Measuring market values : Measuring market values What do we do in CEE – measure the values What are the real market values and how do we measure them How can we compare with other values – media values? Methods for ROI Changes in world economy : Changes in world economy Globalization of production distribution channels marketing Sales strategy / policy / pattern changed Intensive B2B 1-2-1 customer relations in demand Changes in marketing strategy (1) : Changes in marketing strategy (1) Global players Production, sales, marketing globalised Full attack on consumers Building a “feeling” Tools: mass media + but: No direct feedback requested No exhibitions required Global players : Global players On small markets: Market in the pocket Use existing links company events, presentations, invitations Positive: Have customer service contacts Joint development process Changes in marketing strategy (2) : Changes in marketing strategy (2) Local / Regional SMEs to produce, sell what their customers really want !!! Need a low cost place for 1-2-1 meeting Exhibitions - concentrated marketplace Visitor: when buy, need full picture exhibitions – low cost, time-effective Controversy : Controversy Exhibitors do not like sales / marketing transparency Visitors prefer to see as much as possible Examples CENTREX visitor surveys : CENTREX visitor surveys Why focus on visitors Why do visitors attend How do they consider fairs Pan-CEE survey 27 fairs in 5 countries Nearly 6,000 visitors interviewed Preliminary results of surveys Preliminary results of surveys : Preliminary results of surveys Over 55% visit 2 or 3 fairs a year Share this experience with 4-6 persons Over 90 p.c. consider exhibitions and fairs as useful for their business decisions About 90 p.c. visitors believe that exhibitions and fairs shall remain efficient in the next 5-6 years for business success. Exhibitions rank No. 1. : Exhibitions rank No. 1. In relationship to other marketing tools in the following business objectives: getting objective view of the market finding new products, services finding new suppliers, sources active leasure / live entertainment meeting existing suppliers preparing decisions Globals towards visits : Globals towards visits Do not let their professionals to visit Claim: time shortage Disprefer in CEE clever, thinking, technically creative people Should not see how other companies are different Local market : Local market For SMEs Most immediate, natural ’Camp’ at home Lasting personal relationships Even global comes close Local marketing : Local marketing Different marketing strategy Local entrepreneur must know what their customers want Need a direct, open yet transparent line Exhibitions / fairs fall into place Diversifying trends : Diversifying trends Global marketing and alieniation Local marketing strategy with face-to-face opportunity What do we have here in CEE? : What do we have here in CEE? General impact of global strategies Little experience with local strategies No cross-border strategies Language barrier Is there a need for CEE strategy? Is there a CEE entity at all? 1st of May, 2004? : 1st of May, 2004? Do not have own global companies Many small & medium scale companies Need to develop new marketing strategies Are we geared up for all that? Do we know enough of each other? Do we know the consumers, customer preferences across the border? You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
trendy_veletrhu aSGuest10424 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 3 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: January 13, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Trendy veletrhu ve stredoevropejském kontextu : Trendy veletrhu ve stredoevropejském kontextu Trade Fair Trends in Central East European Context Central East Europe? : Central East Europe? What can we consider as Central East Europe? Why? Components of measuring trends Visitors Exhibitors Investment in participation Trends in values : Trends in values Trends in physical figures differ by countries PL, H – polarisation and concentration SK – recovery RO, UA, SCG – for the time being up Competition – less between fairs – more between marketing tools Imperative to measure and compare Measuring market values : Measuring market values What do we do in CEE – measure the values What are the real market values and how do we measure them How can we compare with other values – media values? Methods for ROI Changes in world economy : Changes in world economy Globalization of production distribution channels marketing Sales strategy / policy / pattern changed Intensive B2B 1-2-1 customer relations in demand Changes in marketing strategy (1) : Changes in marketing strategy (1) Global players Production, sales, marketing globalised Full attack on consumers Building a “feeling” Tools: mass media + but: No direct feedback requested No exhibitions required Global players : Global players On small markets: Market in the pocket Use existing links company events, presentations, invitations Positive: Have customer service contacts Joint development process Changes in marketing strategy (2) : Changes in marketing strategy (2) Local / Regional SMEs to produce, sell what their customers really want !!! Need a low cost place for 1-2-1 meeting Exhibitions - concentrated marketplace Visitor: when buy, need full picture exhibitions – low cost, time-effective Controversy : Controversy Exhibitors do not like sales / marketing transparency Visitors prefer to see as much as possible Examples CENTREX visitor surveys : CENTREX visitor surveys Why focus on visitors Why do visitors attend How do they consider fairs Pan-CEE survey 27 fairs in 5 countries Nearly 6,000 visitors interviewed Preliminary results of surveys Preliminary results of surveys : Preliminary results of surveys Over 55% visit 2 or 3 fairs a year Share this experience with 4-6 persons Over 90 p.c. consider exhibitions and fairs as useful for their business decisions About 90 p.c. visitors believe that exhibitions and fairs shall remain efficient in the next 5-6 years for business success. Exhibitions rank No. 1. : Exhibitions rank No. 1. In relationship to other marketing tools in the following business objectives: getting objective view of the market finding new products, services finding new suppliers, sources active leasure / live entertainment meeting existing suppliers preparing decisions Globals towards visits : Globals towards visits Do not let their professionals to visit Claim: time shortage Disprefer in CEE clever, thinking, technically creative people Should not see how other companies are different Local market : Local market For SMEs Most immediate, natural ’Camp’ at home Lasting personal relationships Even global comes close Local marketing : Local marketing Different marketing strategy Local entrepreneur must know what their customers want Need a direct, open yet transparent line Exhibitions / fairs fall into place Diversifying trends : Diversifying trends Global marketing and alieniation Local marketing strategy with face-to-face opportunity What do we have here in CEE? : What do we have here in CEE? General impact of global strategies Little experience with local strategies No cross-border strategies Language barrier Is there a need for CEE strategy? Is there a CEE entity at all? 1st of May, 2004? : 1st of May, 2004? Do not have own global companies Many small & medium scale companies Need to develop new marketing strategies Are we geared up for all that? Do we know enough of each other? Do we know the consumers, customer preferences across the border?