UFI 2009 - AmsterdamMarketing Focus Meeting

The exhibitor’s point of view:

The value of exhibitions.

Peter BoodtsMarketing Communications Manager - Agfa Graphics

2

Agfa Graphics in the Agfa-Gevaert Group

43%AGFA HEALTHCARE

50%AGFA GRAPHICS

AGFA SPECIALTY PRODUCTS7%

GLOBAL TURNOVER 20083,1 billion euro

Agfa Graphics: Facts and Figures

57%

20%

8%

Turnover 2008: 1.5 billion €

Sales office

Manufacturing site

15%

• Nr. 1 WW:

• In newspaper printingplates

• in newspaper CtPsystems

• Nr. 1 in Europe:

• in offset plates

• in CtP systems

Personnel 4700 worldwide

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!

MarCom budget: An inconvenient truth

How much do we spend on exhibitions?

• In 2000 33%

• In 2009 >50%

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 thatallows face-to-face communication withengaged customers & prospects.

Furthermore… they deliver real

Tactics for

Drupa 2008

…Be Different!

Strategy

Integration

Disruption

Being different: isolated booth (2700m²)

Being different: The Agfa Gallery

• Visuals

• Sound

• Smell

• EXPERIENCE

Being different: Pre-Show advertising

Being different: Breakfast

Being different: Daily auction

Being different: The multifunctional mirror tent

Being different: Morning briefing

Being different: Yoga class for staff

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

So, yes, we are trade show lovers!

BUT!

• We are fighting thesame battle as you.

• We need your help.

Help us

helping you

helping us.

Tips for

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…

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,…

Thank you!