GENERAL MEETING UFI EUROPEAN CHAPTER, BUDAPEST, APRIL 6, 2001

IFES became an UFI Associated Member in November 2000 and participated for the first time in an UFI General Meeting. Several important topics facing the exhibition industry were treated by imminent speakers, such as 'New Media and Trade Shows' and training and education. IFES was represented by Leslie P.C. Zech, President, and Jan De Ceuster, Secretary General.

Andreas Baigosch, Director European E-commerce Practice, McKinsey showed how the traditional role of the trade show is challenged by new media, i.e. its function to transfer physical information during a defined period on a defined spot.

New media allow a site-independent 24/7/365 information transaction. However, new technology can leverage the traditonal role trade shows play by developing the new growth opportunities that are embodied in these technologies. For instance, by expanding in time and space the access to the information contained in exhibitions.

An exhibition organizer thus develops into an informediary for B2B communities. Needless to say that such changes profoundly affect the role exhibition suppliers will play in the future.

To become an informediary, an organiser has to develop 3 further dimensions to his exhibition : support the physical events, bring the event online and develop transaction capabilities around this online presence. This can only be achieved through insourcing of complementary skills through partnerships with established media companies.

Francis Friedman, President Time & Place Strategies, developed a very compelling vision on how IT affects the exhibition industry, starting from the assumption that up until now, many exhibitions are held in 'Fort Exhibition', bringing in people in a closed environment, whilst both exhibitors and visitors evolve in an increasingly open environment with immediate access to information.

Some major aspects in the 'outside' world which affect 'Fort Exhibition' are the increasing emphasis put on branding and brand building; on speed as one of the major competitive advantages and the use of technology to rapidly improve corporate results.

These tendencies are intimately linked to the confusion reigning in the marketing world on in which communication media invest.

If time and speed have become the major market drivers, exhibitions have to adapt in order to keep their customers; otherwise they will invest their money in more time and speed adequate media. Hence, exhibitions are bound to change into Cyber Community Trade Shows if they want to survive. This means that investments are needed in extensive on-line CRM and real time transactions, as well as in large vendor databases (in any case larger then in any in-person event) and finally in a full set of metrics (exhibitions are bound to prove their ROI in comparison with other media).

Exhibition organisers have to develop a value proposition for their customer: Why should I participate in an exhibition?

According to Francis Friedman, trigger of exhibition participation can be done through a number of actions:

·         Strategic planning

·         High quality industry and market research

·         Building compelling Brands, Communities and Crossroads

·         Deliver service excellence

·         Bring in excitement and experience (participants should shout 'WOW')

·         Become technologically 'sophisticated'

·         Increase speed and proactiveness

·         Proceed out of the organisation's 'comfort zone'

Prof. Werner Delfmann (Köln University) introduced the new perspectives CEMS (the Community of European Management Schools) is bringing to the exhibition industry.

As presented by the previous speakers, the strategic challenges the exhibition industry is facing are such, that an influx of highly trained professionals is vital. Up until now, no formal university training in the field of exhibition organising existed.

The Köln University reorganised existing resources in the Business School around exhibition related topics in order to create an adequate educational program. Education aside, the Köln University is using the same pool of academics to develop a research program into the monitoring of trade show performance. In the discussion afterwards, the UFI European chapter launched the idea to start a joint work group in which research topics would be developed for CEMS. IFES volunteered to participate in this work group.

In the margin of the European Chapter meeting, both the President and the Secretary General made important contacts with the European Chapter President, Mr. Jochen Witt, with the European Chapter Secretary General, Mr. Wolfgang Schellkes, and with the new UFI Managing Director, Mr. Vincent Gerard.