EUROMAINTENANCE JOURNAL - DNV Germany

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The place to be This year over 250 companies from various countries will represent the complete maintenance market on an area of 10,000m². Last year there were 215 companies on an area of 7,000m², which clearly shows that interest in this maintenance fair is still growing. A total of over fi ve thousand visitors are expected, which is also more than in previous years. Philippe Willegems: “The fundamental principle of a trade show is that it brings together suppliers and interested parties in order to do business. easyFairs ® MAINTENANCE is not an image-driven event, but a to-the-point trade show. The days when a company participated in a fair for the sake of prestige or because its rivals also happened to be present, belong to the past. Today, an exhibitor who hires a stand for a few days to get into contact with his target audience, wants to see a return on his investment. As organisers it is our duty to make sure that exhibitors can in fact establish a maximum number of business contacts. I am convinced that the essential task of a trade show organiser is not to draw as many people as possible to a two-day event. The sheer quantity of visitors is irrelevant if they are of limited use to the exhibitor. What they need are people with whom they can actually do business. This means they also have to put in an effort, so that the visitor is satisfi ed with what he has seen at the show. He can see more of the products than just the technical specifi cations which he can also fi nd on the internet, and he can also have face-to-face contact with other managers and not only with familiar faces. In other words, the visitor should have an idea of what potential suppliers can offer him. That is why we try to convince exhibitors that their stand actually refl ects what their company stands for. That is why they can also contact us for all possible promotional and other support. It is our ambition to make easyFairs ® MAIN- TENANCE 2008 the absolute ‘place to be’ for companies that represent an added value for the maintenance sector”. Quality event In this fast-changing industrial world, trade show organisers need to respond swiftly and effectively. They must take into account trends and business developments and be receptive to the requirements of exhibitors. And they must ensure n The international dimension of easyFairs MAINTENANCE 2008 with various foreign pavilions. INTERVIEW ates a large professional and motivated group of visitors. In addition to the indispensable personal invitations based on our extensive database, we devise many other ways to contact the target group. The “learnshops”, which take place on the actual exhibition fl oor, also play a role in visitor promotion. Not only do they perfectly meet the demands of the visitor, they can also complement the parallel Euromaintenance 2008 conference. Judging by the large audiences and positive reactions at previous editions, it is clear that these learnshops are an added value. Presenting a speaker, in consultation with the organisers, allows an exhibitor to position his company even better as a specialist in his particular fi eld of expertise. All these ingredients ensure that the type of visitors will be just as differentiated as the concept of Total Maintenance.” Innovative forces Our interlocutors conclude: “Our aim is to bring the trade show to a higher level, both in breadth and depth. For visitors, the exhibition programme is more comprehensive and complete than ever. The show is clearly a platform in > that visitors professionally benefi t from their visit. easyFairs aims to do just that with its maintenance show. Helen Mortier: “Our primary strength is that our comprehensive programme enables us to represent the entire maintenance sector, now perhaps even more than before. But that of course is not enough for a show to be really successful. That is why we also pay special attention to communication, as witness by our targeted invitations and our communication with exhibitors and (potential) visitors. We aim to profi le the show in all respects as a high-quality meeting platform for exhibitors and visitors. An ingenious promotion campaign gener- terms of know-how, high-tech processes and services in the area of industrial maintenance. That is also the appeal for the professional visitors, who are assured to fi nd the latest effi cient and cost-effective systems, techniques and equipment. And that is what a visit to a trade show is all about, alongside the networking aspect of course”.
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