A clear message
Mid November will see Koelnmesse boss Jochen Witt's election to the post of President of the Global Association of the Exhibition Industry in Beijing, making Witt the first German to head the Global Association of the Exhibition Industry UFI since 2001.
When you joined the trade fair business eight years ago you did not take a kind view of associations. Why have you changed your mind?
What you say is not quite true. I was sceptical about one association in particular - in Germany. But I had to get my bearings first. I never had any doubts about UFI. It is the platform for networking and exchanging experience. There is only one thing wrong with it.
And that is?
The unique selling point of UFI is not what it could be. We need to improve its profile. The association needs to get its act together and show greater presence. The magic word is "PIN": "Promote, Inform, Network". This must happen sooner rather than later: That is going to be the message of my presidency.
PIN - could you explain this in more detail?
PIN stands for "Promote, Inform, Network". "Promote" describes the activities of the Global Association of the Exhibition Industry required to make the exhibition medium more relevant and ensure the way it works provides better benefit: in the media, at conventions and forums. This applies not only to its business activities. "Promote" refers to education, too. Exhibitions are only dealt with in passing at the universities. We have got to do more in this area, too, and make it clear to tomorrow's managers around the world just how many opportunities the trade fair business offers. No other profession offers young trainees such an exciting and international start to their career.
The Summer University at the end of August ...
... was only the first step. We will continue our involvement and offer training opportunities in the future, too. The growing demand around the world for training opportunities was instrumental in the decision of the Institute of Trade Fair Management to plan and stage an exhibition-specific Summer University.
Back to PIN
We've dealt with Promote. "I" stands for "Inform". We must make it a central task of the organisation to provide our members with specific know-how about worldwide exhibition operations and give them a head start over non-members. In future, we will be informing about trade fair activities around the world much more quickly. We can make that into a unique selling point.
"N" stands for "networking" and is another important aspect of UFI's activities. It's what already functions best at UFI. But we can improve and strengthen this, too. Let me again take the example of the Summer University. I envision its graduates staying in contact and keeping one another informed, that is, establishing a network.
Small and medium-sized German exhibition organisers are turning their back on UFI. Will you as president try to get them back on board?
No, that's got nothing to do with it. But, of course, I will urge our colleagues to rejoin UFI. However, membership is an individual decision.
Are discussions already underway?
They never stopped. All I can say is: The German exhibition industry is the world leader. We only do ourselves a disservice if we do not show solidarity. Leaving the organisation helps no one in the long term. The German trade fair scene should show a united front in UFI. After all, the activities of the global organisation have implications for its reputation. Unfortunately, solidarity within the industry seems to be an unknown concept in many sections of the German trade fair industry.
If important German organisers are missing does UFI still reflect the trade fair scene correctly?
We have a good cross-section. Over the past few years we have welcomed many new members from Asia and the Arab world. That is another reason why I am so sceptical about Germans withdrawing. But in fact it's a reflection of what is actually going on in the business. The German and European trade fair industry is up against stiffening competition. And that is upsetting the balance, of course. Capacity in China is growing; there, growth rates in the key indicators are greater than in Germany, for example. We cannot close our eyes to that. The markets over there are very attractive. Unfortunately, some of my German colleagues are shying away from the challenge rather facing up to it. Withdrawal is not the answer in my opinion.
How important is the UFI seal?
The seal is viewed differently in Western Europe and, say, Asia, the Arab world or Eastern Europe. For organisers there it is an important quality seal.
What tasks have you set yourself for the coming twelve months?I want to help sharpen UFI's profile and help the organisation improve its value added. And, of course, implement PIN.
Can you really manage all that in a year?
You're right, twelve months is really too short. We discussed this many years ago in UFI and wondered whether in the long term we might prefer retired exhibition bosses to active ones. We decided on the latter model. It's the better choice because it is the more goal-directed method. Now we have a management triumvirate at UFI comprising the Incoming President, President and Past President. It's not 100 % satisfactory either. But you can't hold a post of this kind for longer than a year as the CEO of an exhibition company.
Interview: Christiane Appel
m+a report Nr.7 / 2006 vom 27.10.2006
m+a report vom 27. Oktober 2006