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UFI Marketing Focus Meeting - Amsterdam 2009 - Peter Boodts
1. UFI 2009 - Amsterdam
Marketing Focus Meeting
The exhibitor’s point of view:
The value of exhibitions.
Peter Boodts
Marketing Communications Manager - Agfa Graphics
2. Agfa Graphics in the Agfa-Gevaert Group
GLOBAL TURNOVER 2008
3,1 billion euro
50% AGFA GRAPHICS
43% AGFA HEALTHCARE
7% AGFA SPECIALTY PRODUCTS
2
3. Agfa Graphics: Facts and Figures
Turnover 2008: 1.5 billion € 57%
15%
8%
Personnel 4700 worldwide
20%
• Nr. 1 WW:
• In newspaper printing
plates
• in newspaper CtP
systems
• Nr. 1 in Europe: Sales office
• in offset plates Manufacturing site
• in CtP systems
4. A traditional media mix
We are active in a global B-to-B niche market.
Our tools:
• Print, Print, Print!
• Trade press advertising
• Web 1.0
• TRADE SHOWS!
5. MarCom budget: An inconvenient truth
How much do we spend on exhibitions?
• In 2000 33%
• In 2009 >50%
6. Trade shows are great!
• They are expensive.
• They are complex to manage.
• They are difficult to defend to the bean counters.
• They give you a terrible head-ache.
• But…
A trade show is the only medium that
allows face-to-face communication with
engaged customers & prospects.
18. The result: Forecasted Sales Target: 42 mio €
End result: >100 mio €
Additional sales through auction: 3,5 mio €
>3.000 leads of which 65% converted to sales
19. So, yes, we are trade show lovers!
BUT!
• We are fighting the
same battle as you.
• We need your help.
Help us
helping you
helping us.
21. Administration & budget
Things that make our lives easy/difficult.
• Order forms
• Standard vs. Optional Services
• Eg. Wi-Fi
• Sub contractor monopolies
• Penalties
• Flexibility
• Travel cost
• Planes, trains, hotels, taxis…
22. Tradeshow attractiveness
Features that make or break an exhibition for us
• Completeness
• Guarantee that our competitors are there
• Hall aesthetics
• Stick to the floor plan as much as possible
• Building height
• Mixing Shell scheme and custom build
• Statistics accuracy
• Double counting, exhibitor counting,…