IAW breaks all records


First International Trade Fair for Promotional Products in Cologne an all-round success
Exhibitors enthusiastic about the new location
Next IAW also scheduled for Cologne

The 5th IAW – International Trade Fair for Promotional Products – closed its gates last Friday in Cologne after a successful premiere. The event broke all previous records. 250 of Europe’s biggest manufacturers and importers showcased an impressive range of products, including food and drinks, sport and leisure items, cosmetics and jewellery, as well as household and electronic goods. Compared with the last IAW in spring in Hannover, the event in Cologne registered an 18 percent increase in the number of exhibitors, while visitor numbers rose by 17 percent.

Germany’s biggest trade fair for promotional products had previously taken place in Hannover, but both organizers and exhibitors commented upon the relocation in positive terms. “We are very satisfied with the new trade fair venue in Cologne”, reported Tim Brinkmeier, speaking on behalf of the exhibitor Top Action. He added that “… in view of the number of clients from abroad this must be regarded as clearly the best IAW fair so far”. His views were shared by Hendrik Döpkens, marketing manager for the exhibiting company haltermann + Schulte: “As well as meeting existing clients, we have made a large number of new contacts here and are therefore very pleased with the outcome. We are very satisfied with the new location.”

In other words, the move to Cologne has met with general approval. Talking about the benefits of the new location, trade fair organizer Kerstin Manke explains: “There’s a big concentration of exhibitors, buyers, wholesalers and importers operating in the promotional products segment in the Benelux countries and the Rhine-Ruhr region, so we are much closer to our core business.” Torsten Berghaus from Paul Koch Haushaltswaren adds: “The atmosphere here is simply excellent for our clients.” The fact that the number of orders taken at the 5th IAW was higher than at the last IAW confirms these statements.

But size is not everything. It was not only the number of visitors – 5,684 buyers and trade visitors – that made a favourable impression on exhibitors, but also the quality of the trade audience that attended. “Compared with other fairs, the IAW is very good because it attracts buyers from different markets and market segments. I was able to welcome independent retailers as well as buyers from the large supermarket chains to my stand,” said Yusuf Bayrak from the Berlin-based company bahama.

One of the key benefits of the IAW is its sheer diversity. Buyers from consumer markets, discount stores, supermarket chains, mail order companies, furniture and DIY stores can not only plan their promotions on the basis of the ideas gathered here – they can actually order the products needed for their promotions. Product trends, innovative products and special promotional ranges are really effective in attracting new customers and boosting turnover.

The next IAW will also take place in Cologne. The organizers have fixed the dates for the autumn fair – 19 to 21 September – and increased the amount of display space allocated to the event. The new venue will be Hall 4, which is a modern, two-storey exhibition facility. The registration of exhibitors has already begun and anyone who registers prior to 20 July 2007 is eligible for an early booking discount of 10 percent on the basic stand rental. Further information can be found on the website at http://www.iaw-messe.de/.

The IAW-Newsletter

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