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Interview with Hans-Jochen Büngener, Chairman of the Interzoo Exhibition Committee
Interzoo from 13–16 May 2010 is this year’s most important event for the international pet industry. Some 1,400 exhibitors are expected in Nürnberg, where trends are set and leading products are shown. Just booking a stand, however, is no guarantee for successful exhibiting. Hans-Jochen Büngener, Chairman of the Interzoo Exhibition Committee, explains why defining targets for the exhibition is a key requirement for success.
What targets can exhibitors set?
Hans-Jochen Büngener: Presenting products is not an exhibition target, but the target could be to test the response to new products and sound out export prospects or cooperation possibilities and so optimize accurate product launches. Exhibitors can check how certain trends, services and price structures are accepted. Preparing the ground for contacts with a large number of potential customers is naturally also a special advantage of exhibitions. If specific targets are set, for example, regarding the number of contacts with existing, new and potential customers, the success of exhibiting can be measured. When defining targets for the exhibition, exhibitors should also take into account the expectations of visitors at Interzoo.
What are the targets of the visitors at Interzoo?
Hans-Jochen Büngener: At the last Interzoo in 2008, 60 per cent of the specialists came to Nürnberg to update on new products, 47 per cent wanted to cultivate business contacts and 45 per cent wanted to pave the way for new contacts. 42 per cent visited Interzoo to get an overview of the market. Other reasons for visiting the exhibition were exchanging views, training, observing the competition or preparing for investment and purchases. Only 21 per cent came specifically to sign contracts. This means exhibitors should work more towards establishing good, long-term contacts to ensure lucrative follow-up business. 86 per cent of the exhibitors in 2008 expected noticeable follow-up business from the contacts made at the exhibition. Exhibitors could also consider measures to persuade visitors to buy at the exhibition after all. The chances of this are good, as 95 per cent of Interzoo visitors are involved in procurement decisions in their companies.
So Interzoo visitors look primarily for new products. This means the exhibition programme is a particularly important aspect of planning the exhibition. What must be considered in this plan?
Hans-Jochen Büngener: The exhibits are usually chosen in line with the marketing and exhibition targets. It is mostly not advisable to show the whole product spectrum, but selected, vividly presented solutions. New products and innovations that are better than the competition should certainly be brought along. The latest trends should also be included: current examples are nanotechnology, crustaceans in the aquaria segment or wellness and fitness. The innovative aspects of the product can be explained on text boards or displays, and technical details can be shown and explained in depth in films or brochures. The practical demonstration of products with pets still attracts the most attention, but pet presentations must be registered in good time and strictly comply with the German animal welfare regulations. The list of exhibits determines the space required, the stand design and the communication measures.
What else must exhibitors consider when planning their stand?
Hans-Jochen Büngener: The stand personnel should know the targets for the exhibition and be trained in customer contact. Many companies only prepare their employees for answering questions on products and product characteristics, but stand visitors expect the stand staff to give them a friendly reception, take time for them, listen to them and respond to their needs. Contacts made at the exhibition should be recorded, either in digital form or on contact forms. Exhibitors should preferably specify before the exhibition exactly what measures are to be taken for following up contacts, the time limit for such action and who is responsible, for example, Sales or Field Service. If orders, offers and information material are rapidly processed and mailed after the exhibition, the exhibitor shows his customers that the attractive presentation at the exhibition is backed by a reliable business partner.
More information:
Analysis of visitors and exhibitors at Interzoo 2008:
www.interzoo.com/en/review/analysis/
