Auteur(s) : Schwenkel, Christina
Directeur : Nanopoulos, Philippe
Composante : EMS
Date de création : 30-06-2020

Description : Marketing et gestion d'événements, The objective of the case study is to identify the changes that are ongoing in the trade fair industry. Based on the changes, the study then aims to find out whether the support of public business development agencies at trade fairs needs to adapt as well. The business promotion agency Baden-Württemberg International (bw-i) provides joint stands at international trade fairs and serves for the case study. With its offer, bw-i mainly targets small- and medium-sized companies from its region, which is the German southwest with its capital Stuttgart. The cancellation of the CeBIT, once the most important IT fair, illustrated a rupture in the business environment of trade fairs. As large and established trade fairs cede their position to new fairs with characteristics that remind of festivals, it is obvious that the trade fair industry is in a process of change. With the help of expert interviews this is confirmed and a trend towards smaller niche fairs as well as the large impact of digitalization is identified. Trade fairs become “hybrids” and parts are relocated to virtual environments or to locations outside the venue. Both complement the physical event and contribute to the new focus of attention: a special experience that makes it worth travelling there. Information can be exchanged virtually beforehand and afterwards; the reason why individuals go on trade fairs are the personal meetings with business partners. Experiencing personal, real interaction is more valued and at the same time the undoubted unique selling proposition of trade fairs. Moreover, the experts consider presentation spaces important. It allows exhibitors to be visible and attract new prospects. Therefore the first conclusion is that bw-i should continue to offer joint stands on trade fairs or – given the changes – hybrid trade events. However, the study suggests improvements of bw-i’s support. To answer the demand of attendees for event elements, a small stage could be established on the joint stand where the exhibitors can pitch during predefined times of the day. This gives them additional visibility which accounts for the crucial factor of making new contacts. To further contribute to that, bw-i can establish an online company platform with profiles of local companies. International companies that look for business partners in Baden-Württemberg can access the portal and filter for an adequate partner on their own. Another option is to provide individual support and suggest interesting “fits” to those companies who exhibit for the first time in a specific market. Informing companies to take advantage of the organizers side program is another approach. To summarize, the study suggests that the core concept should remain but it should be improved, extended, offered independently and – above all – proposed on the right trade fairs.
Mots-clés libres : Petites et moyennes entreprises, Marketing et gestion d'événements, small and medium-sized enterprises, international trade fairs, case studies, étude de cas, PME, foires commerciales internationales, 650 Gestion et organisation de l'entreprise
Couverture : FR