Swiss marketing get-together

More than 10,000 visitors attended X'05. Exhibitors are satisfied with their exhibition contacts. Zurich was the perfect place for German businesspeople to showcase themselves to their neighbours.

Featuring exhibition space of 6,600 m2 and some 10,500 visitors, the X'05 in Zurich (August 23 to 25) is considered the most important barometer of Switzerland's marketing industry. "I would describe the mood as moderately upbeat," says X'05 exhibition manager Iris Sorgalla. "It's true that exhibition stand space has been flat for two years, but most companies don't want to miss the chance to be a part of X." Although the economy has bottomed out, she adds, exhibitors and visitors alike are still holding back a little. For many of those that braved the elements, their appearance in Zurich was worthwhile. Arthur Staubli, who knows the show from its early days, was extremely satisfied: "It went well for us, our commitment was definitely rewarded," the managing director of Ingenti, Switzerland, insists.
Altogether 330 exhibitors presented the latest developments and trends in direct marketing, media, event marketing and sales promotion to an interested industry audience during the three-day exhibition. "The last two or three years have seen a marked improvement in visitor quality," Sorgalla stressed. She says X is registering growing interest on the part of big companies responsible for international budgets. This is something JMT, Switzerland, also discovered. Besides providing the equipment for Reed Messe's media café, the furniture rental firm also went on show to the public at large as a first-time exhibitor. "Even though many visitors were not among our main target group, on the third day in particular we established good contacts, mainly with event agencies but also conference hotels," JMT managing director Thomas Recher summed up. As newcomers to Switzerland, X'05 was certainly the right place for an appearance, he added. For a German company seeking to enter the Swiss market the motto is: "Don't hold your breath!" Of this Wolfgang Seidl, managing director of Kopfstand Mobiliar, is convinced. That said, the company's debut in the neighbouring country was worth it. "X'05 was a good way for us to get to know the Swiss market," Seidl says. "We struck up good initial contacts with agencies." Which is why he is determined to be on board again next year.

m+a report Nr.6 / 2005 vom 23.09.2005
m+a report vom 23. September 2005