Contents

1. Polish Trade Fair Corporation

2. Communication aspect of trade fairs

3. Evolution of trade fairs in the turn of the XXth / XXIst

centuries

4. „Six Senses” – the Polish promotional campaign for

trade fairs in Nov/Dec 2003

5. „Six Senses” – strategy, execution, results

1. Polish Trade Fair Corporation

Polish Trade Fair Corporation - figures

• 52 members: 21 trade fair organizers,

31 trade fair service enterprises

• 192 trade fairs and exhibitions

• 525 100 sq.m. rented exhibition area

• 27 630 exhibitors

• 918 304 visitors

Source: Trade Fairs In Poland Report 2005, www.polfair.com.pl (2006).

Polish Trade Fair Corporation – our mission

• to be a platform for exchanging ideas and experiences

by the industry professionals

• to promote exhibitions as a unique marketing and

communication tool

• to offer trade fair marketing education

• to provide reliable, audited exhibition statistics on

the Polish trade fair market

2. Communication aspect of trade fairs

Communication aspect of trade fairs

• communication is the source of the civilization

development

• communication has always been accompanying

the processes of exchange of goods – the exchange

of information proceeds the exchange of goods

3. Evolution of trade fairs in the turn of the XXth / XXIst centuries

Evolution of trade fairs in the turn of the XXth / XXIst centuries

• rapid globalization processes accelerated by information and communication technology development (the Internet, mobile telephony)

• the New Economy, the Knowledge Society – it’s time for the New Generation Trade Fairs!

• the impact of the late 1990s economic recession on the trade fair industry condition worldwide

• necessary changes in marketing as the result of dynamic market transformation (Philip Kotler, 2003)

The change of the paradigm of trade fairs

Decisive factors:

Evolution of trade fairs in the turn of the XXth / XXIst centuries

• „Trade fairs +” – one-stop value added trade fairs and exhibitions (conference programme + matchmaking + media coverage + … )

• Business-to-Business trade fairs – branch trade fairs addressed to the industry professionals

• Business-to-Customer trade fairs – dynamic trade fairs and exhibitions accompanied by shows, contests and entertainment programme

• Vertical trade fairs – presentation of products in thematical sectors

XXI century trade fairs:

4. “Six Senses” – the Polish promotional campaign for trade fairs - Nov / Dec 2003

“Six Senses” – the Polish promotional campaign fortrade fairs launched in Nov / Dec 2003

• 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

• the need to launch own pioneer promotional campaign

for Polish trade fairs

• building the campaign concept on the idea of “six” senses

Circumstances:

5. The Six Senses campaign – strategy, execution, results

The Six Senses campaign – our objectives

• to emphasize “the synergy effect” achieved only at trade fairs

• to educate – to enhance knowledge on trade fairs • to promote trade fairs as the most effective

communication and marketing instrument • to show the change of image of trade fairs

The Six Senses campaign – our target groups

• advertising agencies and media houses

• the biggest Polish advertisers

• the top Polish marketing professionals

• exhibitors at Polish trade fairs – the market leaders

• trade fair and exhibition organizers

The Six Senses campaign – organizational steps

• creating the campaign budget by 20 trade fair companies

– the PTFC members

• execution of the campaign by a prestige advertising

agency famous for its activities in the area of marketing

communication

The Six Senses campaign – the stages

1. Stage I – mailing

2. Stage II – the Polish Trade Fair Gala evening

3. Stage III – PR activities

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

• SIGHT – a piece of glass

• HEARING – a sea shell

• TOUCH – a feather

• SMELL – a fragrance

• TASTE – a candy

• ... and ......

The „Six Senses” campaign – stage II

The Polish Trade Fair Gala evening

• „Trade Fairs – Your Brand New Limo” – a multimedia

presentation on a telebim • „Trade Fairs – Your Brand New Limo” – a catalogue

and a CD • the “Six Senses” exposition - artistic installations

symbolysing human senses, unveiled by the dancers• a performance by the Polish Dance Theatre

The „Six Senses” campaign – stage III

PR activities

• TV coverage of the Gala event• a press conference on the spot• an insert in the “Media & Marketing” magazine –

a CD inviting readers to take part in a competition

checking knowledge on trade fairs • a supplement to the „Rzeczpospolita” daily –

a report on the campaign, interviews with the industry

experts and testimonials by exhibitors • further media coverage – numerous press reports in

Polish and foreign trade magazines • the Internet campaign at www.polfair.com.pl

„Trade fairs are the specific „haute couture” of marketing.

Trade fairs:

Bogusław Zalewski, President of the Board Polish Trade Fair Corporation

• concentrate the market leaders,

• create brand new phenomena and trends in business, marketing and economy ,

• indicate new directions for the company development,

• create fashion trends in the field of technology and industrial patterns,

• promote the very best of entrepreneurship.”