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| Horti Fair exhibitors can recoup costs of stand | |
The Horti Fair is introducing the Marketing Cup this year. The Cup will be presented to the exhibitor who has managed to attract the most visitors and the winner will receive his stand area free of charge in 2012. "Exhibitors are best at attracting visitors," says Horti Fair director Frans-Peter Dechering. "And the organizers of a trade fair are tasked with providing the exhibitors with the best possible support for their efforts. The Horti Fair does this by offering an inspiring substantive programme, a beautifully fitted-out exhibition centre and professional visitor registration among other things."
Visitor registration is more extensive this year than in recent years. The reason for this is to give the fair's organizers and the exhibitors more insight into who visits the Horti Fair. After 19 May visitors can register via exhibitors' websites. All exhibitors are given the opportunity of placing a unique link on their own sites for this purpose.
The new process kills two birds with one stone, according to Frans-Peter Dechering. In the first place, visitor registration is now done by exhibitors themselves, so that there is more contact between the two parties in advance of the fair. In addition, exhibitors gain effective insight into how successful their marketing campaigns are. "The intensive involvement of exhibitors in visitor recruitment makes the Horti Fair more visible for the large group of potential visitors."
The exhibitor who manages to attract most visitors to the Horti Fair receives the Marketing Cup. Stand size will naturally be taken into consideration, to ensure that all participants have an equal chance of winning the Marketing Cup. The winner will be given the total number of square metres rented, i.e. the size of the 2011 stand, free of charge at the Horti Fair 2012.
Frans-Peter Dechering: "The Horti Fair used to award a prize for the most beautiful stand. But an exhibition stand is not powered by beauty or size, but by visitors. That's why we're launching this Marketing Cup." |
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