“Trade fair for variety” a big success


IAW 2006 – International Trade Fair for Promotional Products consolidates its lead position
Another enthusiastic response from exhibitors and visitors

When the gates closed on the IAW – the International Trade Fair for Promotional Products – last Friday, the organizers had every reason to be satisfied. More than 210 exhibitors presented a broad array of products on a total display area of 25,000 m2. Approx. 4,000 top-flight visitors attended, thus matching the trade show’s previous record. This was quite remarkable in view of the large number of trade shows in September. Now that the fourth IAW has taken place, it is clear that the event has become established as one of the most important fairs of its kind. Europe’s biggest manufacturers and importers use it as a showcase for their promotional goods, trend-driven products and brand-named articles.

The biggest advantage of the IAW is its sheer variety and diversity. This helps major retailers to plan their sales promotions well in advance, select product ranges from diverse segments and place their orders all at the same venue. The high level of orders taken at the trade show underlines the effectiveness of this concept. Most of the exhibitors said they had concluded lucrative business deals and orders during the event itself. Torsten Berghaus, CEO at Paul Koch Haushaltswaren GmbH in Göttingen, Germany, said that, on balance, the trade show had worked out really well for his company: “The trade fair was super. We were delighted by the number of visitors and by the quality of the visitors too. We certainly met the right people here.” A similar opinion was put forward by Edco Eindhoven b.v., the biggest exhibitor at the event, who was more than satisfied by the response of the trade visitors. When the trade fair had closed, Horst Kühn of the cosmetics manufacturing company that bears his name, reported: “From our point of view, the results of the trade show are very positive, as we were able to reach new clients. Our expectations were surpassed and it is reasonable to assume that we will be here again next year.” Robert Kandler, head of sales at the Berlin-based company Pyro-Partner, added: “We are astonished that the fair has run so smoothly. It was better than we had expected. We are certainly going to be there again next time.” The same positive story applies to those companies that had taken part in the trade show for the first time: “The trade show went better than for us than we had expected, and I am fairly confident that we will be here again next year to take part in the IAW”, explained Tessa Heuer from Osma Werm GmbH.

These comments and opinions from various exhibitors do more than simply testify to the quality of the IAW – they also indicate the potential of promotional products overall. After all, retailers have had good experience using trend-driven, fashion items, product innovations and special quality product assortments to boost their turnover. The most important thing is to ensure that the product ranges featured are always interesting and appealing. By avoiding run-of-the-mill products and stocking exciting items retailers can ensure movement of their stock. “We are trying to open up new avenues for business among big and small retailers, helping them to supplement their product portfolio and try completely new product categories – in fact, to experiment a little”, explains Ulrich Zimmermann, managing director of Nordwestdeutsche Messegesellschaft, the organization responsible for staging the IAW. Whereas most other trade shows feature a closely streamlined product range, the IAW aims to provide retailers with choice and inspiration: “Alongside cut flowers, plant fertilizers and potting compost, the next stand may be showcasing small items of furniture or textiles”, says Zimmermann as he outlines the IAW’s trend-oriented concept and the eclectic product range that is expressed in the name “trade fair for variety”.

The next “trade fair for variety” takes place from 28-30 March 2007. Exhibitors who decide that they want to profit from the success of this trade show will benefit from an early booking discount of ten percent if their stand is booked by 20 January 2007. Project manager Kerstin Manke will be pleased to offer advice and further information by phone at Tel. ++49-57 21 – 9 93 08 98 or by mail at manke@iaw-messe.de. Full details and interesting information can be found online at http://www.iaw-messe.de/.

The IAW-Newsletter

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