Editorial m+a report No. 5 / 2006 from August 14th, 2006
The direct customer approach is the best. And: business is transacted by people. Banal as this might sound, it isn't. It is practically the only explanation as to why even strictly online providers would make their way into exhibition halls to show their faces - and get to know members and customers alike. Turn to our consumer fair feature beginning on page 10 to find out what other advantages the direct route has.
Switzerland is only a stone's throw away. Quite a lot is happening there at the moment. The market is under pressure and in motion, in terms of both exhibition themes and exhibition makers, who are honing their internationalisation as assiduously as they are working to expand their portfolios. An institution that makes life considerably more difficult for copycats and plagiarists is the Baselworld Panel. At the world's premier watch and jewellery fair an internal arbitration board deals with infringements of trademark rights. This way Swiss Exhibition takes sides, addresses the issue and holds the value of intellectual property aloft. That sets it apart from the crowd. In the more than 20 years of its existence the Panel has remained a unique instrument in the tradeshow world. Our report begins on page 24.
Make way for small and out-of-the-ordinary exhibition stands. Small stands are not synonymous with small budgets and inferior design, they constitute a real challenge. "Scene" is the name we have given to our "super gallery" introducing exhibition appearances that have caught our attention. It starts on page 60.
Enjoy some informative reading!
m+a report Nr.5 / 2006 vom 14.08.2006
m+a report vom 14. August 2006