Editorial m+a report No. 8 / 2006 from 08.12.2006
The value of trade fairs as a marketing instrument is undisputed. Exhibitors and visitors made greater use of these product and service forums again this year, looking to eye-to-eye dialogue as an information and sales avenue and a way of working out solutions together. After all, the aim is to build confidence between business partners. Communications technology is good for preparing negotiations and contracts, but closures are done face to face.
It's not only a space thing. Organisers are busy honing their concepts, seeking new platforms and formats. The better the theme fits and the more in tune with the market an event is, the less important the price argument should be. For this organisers need to get up closer to their clients, and we can already see the occasional signs of this. But sometimes close can still be miles away.
In our Special feature we are training the spotlight this time on Asia. The market is enormous and the range of themes correspondingly broad and varied. The tour de force begins in India and ends in Japan. Whatever the country, the first market-entry hurdle to be cleared is gaining your opposite's confidence - and the best way of achieving this is through personal contact. Read more beginning on page 20.
Great ideas, good concepts, on-target performance. It's all about excellent execution at the ADAM and EVA awards, which were bestowed again at the beginning of December in Düsseldorf. Our presentation of the works that captured the exhibition appearance and event accolades begins on page 62. Focus on ADAM & EVA. Light out, spot on!
Enjoy some informative reading.
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m+a report Nr.8 / 2006 vom 08.12.2006
m+a report vom 8. Dezember 2006