Steering Committee 31/01/2014 – MuntPunt Brussels Concept & market research
BUILTY Presentation Steering Committee 31Jan2014
Jul 03, 2015
BUILTY is a contractors-only platform for building innovation, 8-9 October 2014, Tour & Taxis, Brussels. BUILTY aism to attract the 600 largest construction companies, more specifically technical directors, project managers, estimators and purchasers.
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Steering Committee 31/01/2014 – MuntPuntBrussels
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.comwww.artexis.com
@ArtexisBelgium
Building portfolio
A new trade fair:
the answer to a market need ?
Building materials manufacturersasked us:
Can we exhibitat REALTY?
Very successfulfirst 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 productsare 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 andcoordinators 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 …
Requirementsfor 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 materialmanufacturers
Only manufacturers of innovativebuilding 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-includedFor exhibitors AND visitors
Quicklearnsessions
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
600visitors
5,4min/
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 ourpartners
Anti- tourist approach: paying / no entrance
No massadvert 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 ourpartners
Anti- tourist approach: paying / no entrance
Guerrilla marketingVisiting construction sites and technical inhouse meetings for the comingmonths => inform/distribute flyers & invitations/promoting personal contact/extra channel to talk to the market.
Anti-tourism policy
Selective approach to inviting peoplefor free. People who do not belong tothe target group (5>8 classscontractors), will need to pay €175 for their ticket. Idem Realty invitationpolicy.
Questions?
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