SAJTÓKÖZLEMÉNYEK | | Viscom frankfurt sets new standards and records

Viscom: Viscom frankfurt sets new standards and records
Külföld | 2012-11-05 | Viscom

Frankfurt. Seven percent increase in exhibitors, four percent increase in trade visitors and a totally booked-out exhibition hall.

This was the largest viscom of all times, entering new top results in the book of records. 327 exhibitors (previous event 2010: 305) from 32 countries and 12,100 trade visitors (11,600) brought a fresh breeze to this years' viscom frankfurt. With these figures, viscom even exceeded the ambitious targets set before the fair.

"viscom impressively emphasised its role as Europe's leading trade fair for visual communication, technology and design", said a beaming viscom Director Petra Lassahn at the close of the three-day event. Since its reorientation, viscom has developed from 2006, when it counted 171 and 6,700 trade visitors, into the 360-degree trade fair for visual communication, almost doubling its exhibitor and visitor figures and including new visitor target groups from industry, retail and marketing.

Even more important than the new records are the impulses that emanated from viscom frankfurt in a situation of slow trading. "After a slow business phase, viscom provided a kick start and revitalisation of the market", Michael Wartmann, Marketing-Manager of Mutoh Deutschland GmbH, sums it up. This resulted in a noticeable recovery in demand during the trade fair, with a large number of contracts being concluded directly. Besides, follow-up business is expected to be good. Against this background, 73 percent of the exhibitors rated business at the fair "very good" and "good"; another 21 percent reported "satisfactory" results.

A result also reflected in the "business barometer" that is regularly compiled in connection with viscom. According to this survey, 56 percent of the interviewees expect the currently sombre business horizon to brighten noticeably; a mere 11 percent of the companies assume that prospects will remain bleak. Especially in the other European countries which are currently experiencing a particularly tense economic situation, companies expect a strong recovery in the medium term. Here 66 percent of companies polled expect a noticeable upturn in the economy and in sales opportunities.

Whether it is adidas, Nike or reebok, Red Bull, Nestlé or Radeberger, Fraport or Deutsche Bundesbahn: viscom has come to be increasingly attractive for visitors who did not count among the trade fair's core target group in the past. For Hans-Joachim Erbel, CEO of Reed Exhibitions Deutschland GmbH, this is proof "that due to its reorientation, viscom meanwhile addresses the full spectrum of visual communication, brand communication and design."

This is also evident from the visitor structure of this year's viscom frankfurt which shows marked increases in the segment of advertising agencies, brand suppliers from industry and retail and shop and retail designers. More than a third of the visitors now come from this segment.

All the more important is the presentation of concrete application possibilities directly at the trade fair. As a result, there was great interest in the viscom World of Inspiration which took place for the first time as a special exhibition on 700m². The World of Inspiration combined everything related to the latest examples of best practices, innovations, ideas, knowledge and networking. The centrepiece was a supermarket with the latest trends in store design. The project had been realised by viscom in cooperation with Wanzl Metallwarenfabrik. Here the exhibitors had the opportunity to present their products in a true-to-life setting. Trade fair visitors thus became a concrete part of a tangible brand world, experienced new technologies and products close-up in a quasi live retail setting. "This is a project with a future which we plan to continue", said Petra Lassahn.
The next viscom düsseldorf will take place at the Düsseldorf Exhibition Centre from 7 to 9 November 2013.

The visitor, exhibitor and exhibition area figures of viscom frankfurt are calculated and certified according to the uniform definitions of the German society for the voluntary control of trade fair and exhibition figures FKM.


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