BUILTY Presentation Press Conference 30Jan2014

Press Conference 30/01/2014 – MuntPunt Brussels

Concept & market research

The company:

Artexis

Market leader Antwerp Expo, Flanders Expo, Namur Expo 400 trade fairs / 15.000 exhibitors / 2 million visitors Artexis Group: 94 million € / 12 million € EBITDA / 15

countries

www.artexisgroup.com www.artexis.com @ArtexisBelgium

Building portfolio

A new trade fair:

the answer to a market need ?

Building materials manufacturers asked us:

Can we exhibit at REALTY?

Very successful first years

Substantial need for a new platform?

Mapping visitors needs through market research

Market survey (80 companies) :

Conclusions

Do you visit

trade fairs today

?Rarely in Belgium, occasionally abroad.

Do you decide

which products are chosen

Contractors have great decision making power. Deviate regularly from the prescripted materials (out of habit, better price/quality ratio, …).

Do you have

a direct line with the

end customer

Contractor becomes more and more the single point of contact for the customer and coordinators of the entire project.

What does a trade show require for you

to visit it

Yes, certainly – but the concept will have to meet certain requirements …

Requirements

for a successful event

Conditions for a successful show

Conveniently arranged for easy-view Set up should enable a visit of max 2/3 hrs No enormous stands Focus on knowledge transfer What’s in it for me? No tourists => optimal networking platform

for the big boys

November ‘13:

Take-offke-off!

Preparing our campaign …

Conditions for a successful trade show

Conveniently arranged for easy-view Set up should enable a visit of max 2/3 hrs No enormous show with enormous stands Focus on knowledge transfer What’s in it for me? No tourists => optimal networking platform

for the big boys

SAVE THE DATE!

08 + 09 october 2014tour&taxis

And now about the concept …

BUILTY CONCEPTExhibitors:Max 40 building material manufacturers

Only manufacturers of innovative building materials and market leadersNo construction merchants.

Buildings only

- No civil engineering.- No disticntion in type of buildings (retail, logistics, office, residential, …)- Materials: foundations > building frame > wind & water tight

Adapted opening hours

Wednesday 8/10: 12.00 – 22.00 (projectleaders visit after finishing up at the construction site)Thursday 9/10: 10.00 – 18.00

Non-stop catering all-included

For exhibitors AND visitors

Quicklearn sessions

QuickLearn SessionsQuickLearn: Pecha Kucha style, what’s in it for me?Also: workshops, demos, keynote debate

Visitor Profile

600 largest general contracting companies Class 5 > 8 Functions:

Technical Directors Project Managers Estimators Purchasers

Target: 600 visitors

Visitor target 2014

600 visitors

5,4 min/

visitor*

* If stand is manned with 3 people.

How to attract the

right visitors

Unique Marketing Approach

No mass advert campaign nor mass mailing Ambassadors are key

Personal call to each company Follow-up call by call centre

Guerrilla marketing to spread the word: Visiting staff meetings inhouse Visiting construction sites

Visitor policy: in close consideration with our partners

Anti- tourist approach: paying / no entrance

No mass advert campaign/ mailing

How to spread the word …

1 1ambassador/

company

1

1

Inform 1 person per company about BUILTY and update him regularly. Aim: persuade him to spread the word within the company.

Unique Marketing Approach

Guerrilla marketing to spread the word: Visiting staff meetings inhouse Visiting construction sites

Visitor policy: in close consideration with our partners

Anti- tourist approach: paying / no entrance

Guerrilla marketingVisiting construction sites and technical inhouse meetings for the coming months => inform/distribute flyers & invitations/promoting personal contact/extra channel to talk to the market.

Anti-tourism policy

Selective approach to inviting people for free. People who do not belong to the target group (5>8 classs contractors), will need to pay €175 for their ticket. Idem Realty invitation policy.

Questions?