opportunity It also helps to see the broader picture when you are seeking to develop and implement suitable strategies Analogies will be drawn and findings presented from other sectors at the UFI seminar in Istanbul One sector that has already felt a significant im pact from digitisation is publishing Holger Feist Chief Strategy Officer at Messe Mün chen will be pointing out what the trade fair industry can learn from the digital revolu tion s effects on traditional media Feist knows what he is talking about here he used to work for a large publisher How the marketing budget is distributed always depends to a certain extent on the spirit of the times and the trends that are postulated There are plenty of decision mak ers who test the wind and then go with the flow There will also be a platform discussion in Istanbul about whether exhibitors are act ing differently or doing much the same as al ways And in a workshop with Eva Teruzzi of Fiera Milano organisers will be analysing and developing future approaches to market ing Among other things the delegates will be trying to establish what forms of digital marketing make sense The new media are generally valuable when used as marketing tools But if they are used wrongly cultural differences can mean they come up against their limits The delegates in Istanbul will al so be considering the role of marketing agen cies which often influence the decisions of their clients For this reason their ability to open and or close doors should never be un derestimated You will find the full and con tinually updated programme of the upcoming UFI Open Seminar in Europe on the UFI website www ufi org PB 38 TradeFairs Internation al 3 4 2015 INTERNATIONAL Access to 1 5 billion customers Exhibitors taking part in trade fairs in Is tanbul can reach around 20 percent ofthe world s population Turkey offers ac cess to 1 5 billion customers in Europe Eura sia the Middle East and North Africa ex plains Wolfgang Pech Senior Vice President at Deutsche Messe in Hanover The com bined GDP of these markets is 25 billion US dollars he calculates This is where the com pany stages the region s largest industrial fair Win Automation Eurasia The last time it was held in March 1 581 exhibitors from 21 countries took part They presented their fu ture oriented smart manufacturing solutions to around 77 000 visitors Four separate trade fairs are held under the umbrella of Win Au tomation Eurasia covering industrial automa tion materials handling and logistics fluid technology energy and electrical engineering These sectors make a decisive contribution to improvements in efficiency and quality At the same time costs can be reduced when appro priate use is made of these technologies The region is attractive not just from an economic point of view but interculturally as well Turkey is open to innovations and gives prompt feedback emphasises Turgay Halim ler Managing Director of Yaskawa Turkey an exhibitor of automation solutions The com pany s products are used in manufacturing facilities all over Eurasia Companies that are yet to conquer the market will soon get an other opportunity The next Win Automation Eurasia is only ten months away It will be held from 17 to 20 March 2016 at the Tüyap trade fair centre in Istanbul www messe de Istanbul Schnittstelle nach Asien Istanbul the gateway to Asia Ph ot o H KF

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