PDF (7.3 MB) - GILDEMEISTER Interim Report 3rd Quarter 2012

96Corporate Situation: Corporate CommunicationCorporate communicationbusiness reportCorporate SituationIn the reporting year gildemeister relied on active corporate communication, which isgeared towards both external and internal communication, and effectively supports ourstrong international market presence. Our model of market and value-based corporatemanagement serves as a mandatory guiding principle. Our corporate communication alsohad many elements in the reporting year that came together to form a balanced andeffective overall picture. Trade fairs and exhibitions formed a part, as did print information,advertising and our Internet presence, as well as investor and public relations activities.Innovations and the rounding off of our product lines remained in the foreground. Activitiesin corporate design, sales, pricing and innovations policy were carried out as usual inclose coordination with marketing. Overall corporate communication played a role inensuring greater use was made of market potential. Expenses in the area of corporatecommunication amounted to € 33.1 million (previous year: € 38.0 million).Trade fairs and exhibitions played a key role as marketing instruments for gildemeister,for this is where our products are realistically presented. In the reporting year,dmg took part in 64 domestic and foreign trade fairs and exhibitions. It presented 677turning, milling and ultrasonic / lasertec machines in operation. Furthermore, we wererepresented by our “Energy Solutions” at trade fairs and exhibitions. In total this resultedin an exhibition area of more than 15,000 square metres. Our strong presence had aneffect: we registered 80,668 visitors representing 61,996 companies at the trade fairsand exhibitions. They ordered a total of 1,824 machines, thereby generating direct orderintake of € 341.8 million. A trade fair highlight was the amb in Stuttgart. Some 260machines were sold and order intake was € 51.4 million. Positive signals came from theimts in Chicago and the bimu in Milan. The cost of trade fairs and exhibitions in thereporting year totalled € 18.6 million (previous year: € 21.2 million). This corresponds to56% of total marketing and corporate communication expenses (previous year: 56%).