REAL LIFE social media
activity report 2011-2012
activity report 2011-2012
REAL LIFE social media
real life social media | 2 • 3
activity report artexis group 2011-2012 REAL LIFE social media THE CORE MESSAGE
47
There’s no better way to network than face-to-face. And that is the core business of Artexis Group: managing venues and organising trade fairs, the ‘real life social media’.
chapter 1 the network of artexis GROUP
10 33
chapter 2 The network of meeting places
34 65
Artexis Group creates ultimate meeting
Bringing people together in state-of-
& market places at an international
the-art meeting places and giving them
level, thanks to its carefully thought out
an unforgettable experience. Every
strategy, close cooperation with local
Artexis venue is a centrally-located,
partners and use of the very latest
flexible, modern building. Artexis Group
technology – in the most sustainable
is constantly on the lookout for ways to
way possible.
optimise these meeting places.
14 connections
21 connections
44 Facts & figures
58 Facts & figures
artexis group Contents
infographic the power of the network
89
The network of Artexis Group: in our six venues (meeting places) and more than 900 fairs (market places) in 15 countries we have welcomed 2.6 million visitors in 2011-2012.
chapter 3
chapter 4
66 101
102 111
The network of market places
figures
Artexis Group invests in quality trade
In today’s uncertain economic
fairs where the focus is on the visitor
environment, sound financial
experience and human interaction. This
foundations are more important than
makes Artexis events genuine real life
ever, enabling the Group to invest
social media: exceptional opportunities
further in its venues and events and to
to introduce products to the public and
pursue its mission of delivering ultimate
meet customers and business partners
meeting and market places.
face-to-face.
36 connections 74 Facts & figures
4 connections
real life social media | 4 • 5
“A landmark year”
One of the reasons we have thrived in this environment is our passion for innovation in the exhibition industry.
Nothing can ever replace ‘being there’ It was another quite extraordinary landmark
Over the past 10 to 15 years, the internet
year in the Artexis story, full of exciting
has had a huge impact on our business.
developments in all of our operating
We have experienced many benefits. In
companies.
particular, social media and other online
The most significant of these was the launch
technologies enable us to better understand
of Artexis Nordic. MalmöMässan opened
and respond to the needs of visitors,
its doors to the public in February 2012 with
exhibitors and other stakeholders.
an easyFairs show, just one example of the
These insights will help us to drive the
many synergies we are now experiencing
quality of our events even higher and deliver
between the different members of the
an unforgettable visitor experience.
Artexis family.
To be a successful entrepreneur, you must
We also took charge of Kistamässan,
recognise not only your talents but also your
a marvellous venue located just a few
limitations. The same applies to technology.
minutes’ drive from Stockholm’s city centre.
We will only draw maximum benefit from
In Belgium, where we have traditionally
social media if we understand not only what
been very strong in Flanders, we
it can do for our business, but also what it
strengthened our presence in Wallonia,
cannot do.
winning an extension of the concession to run the exhibition halls in Namur for a period
visit the future
of 20 years. We also took full ownership of
While social media enrich our events, they
Antwerp expo.
can never replace the proposition that goes to the very heart of our ‘métier’. Social
With the acquisition of StocExpo, a series
media engage two of our senses. A live
of trade shows for the tank storage industry,
event engages all five. Social media provide
easyFairs established a presence in North
a virtual experience; but that can never be
America and Asia. I am confident that this
quite the same as ‘being there’. A trade
can set a pattern for expansion into other
show is real life social media.
vibrant markets around the world.
We must harness the power of social media to enhance the experience during
These exciting developments are possible
and around live events. At the same time,
thanks to the Group’s sound financial
we must make the live experience itself
footing. In 2011-12, we increased our
uniquely new and exciting.
revenues by 12% and our EBITDA by 40% – remarkable results in the current
When you visit an Artexis or an easyFairs
economic climate.
show, we want you to feel you are visiting the future.
artexis group Mission & concept
Artexis group
Eric Everard CEO be.linkedin.com/in/ericeverard https://twitter.com/eeverard eric.everard@artexis.com
Connect
real life social media | 6 • 7
Group structure 3 dynamic entities
Artexis Belgium is one of the market leaders of the Belgian exhibition industry. In 14 exhibition and congress halls in Ghent, Antwerp and Namur more than 400 events are organized which together attract 15,000 exhibitors and 2 million visitors. Artexis Belgium also organises 24 successful shows and events.
exhibitions: twenty-four artexis exhibitions • ART BRUSSELS • BIS • BOUW&RENO • HOUT&HABITAT • TIPS&TRICKS* • COUNTRYSIDE • BELGIAN BOAT SHOW • HORECA EXPO • REALTY
• ENERGY FORUM • GREEN EXPO • STONE EXPO artexis expo • bois & habitat • energie & habitat • wood2build* • antica namur • eurantica brussels
fairs consult • bibac – Ghent/antwerp • Second home – Ghent • Second home – brussels • Second home – utrecht • Second home – oslo* • Second home – Copenhagen* • Second home – helsinki*
venues: 4 meeting centres: 3 *These fairs will take place, for the first time, in 2013-2014. Artexis Exhibitons has a 25% stake in Conceptum Exhibitions. This company organises exhibitions such as Creativa, Made in Asia, Vakantiesalon, Business & Meeting Solutions…
artexis group Structure
Artexis Nordic has a major presence in the Nordic region, where it manages two exhibition venues, Kistamässan in Stockholm and MalmöMässan in the south of Sweden. In addition, they organise annually around 14 B2B and B2C shows in Stockholm and Malmö.
exhibitions: fourteen • Apoteksmässan • Sveriges Bageri & Konditorimässa • Ekonomimässan • Höstsalongen • Antik & Kuriosa
• Sign scandinavia • Gamex • Mötesplats Samhällssäkerhet • Husdjursmässan • Swesport
• Caravan & Camping • Rum och Trädgård • Sportfiskemässan • SETT
venues: 2 meeting centres: 2
easyFairs makes it easy for professional communities to experience innovation and do business face-to-face and online. The easyFairs concept has evolved since 2004 to deliver a great visitor experience, while offering excellent value for money to exhibitors and minimising carbon footprint.
exhibitions: ninety-nine
IN SECTORS SUCH AS PACKAGING, BULK SOLIDS, INDUSTRIAL MAINTENANCE, TRANSPORT & LOGISTICS, RETAIL AND HOSPITALITY
countries: 15 austria
belgium
poland
singapore*
*since autumn 2012
canada*
spain
colombia
sweden
finland
germany
switserland
ireland
united kingdom
norway
the netherlands
namur expo own events
halls
total surface
m2 three three 12,000 35
278
Energie & Habitat 12,500 visitors
thousand visitors
external events
own events
five 192
63
five
external events
thousand visitors
Eurantica Brussels 20,293 visitors
Second home 4,500 visitors
ART BRUSSELS 31,632 visitors
Energy Forum 1,220 visitors
Antica Namur 25,000 visitors
halls
meeting rooms
total surface
63 twelve 2,427 m2
four 17,480 m2
bouw&reno 36,273 visitors
surface halls 16,500 M2
725
meeting rooms
six
surface meeting rooms 980 M2
6
visitors
thousand
Caravan & Camping 8,320 visitors
Sveriges Bageri & Konditorimässa 7,179 visitors
T
Hout&Habitat 10,268 visitors B2B
B2C
Artexis Nordic
third organisers 143,672 visitors
own events
15 347
external events
halls
3
Rum och Trädgård 18,246 visitors Apoteksmässan 2,199 visitors
Sportfiskemässan 10,157 visitors SETT 4,646 visitors
total surface
two 15,000 m2
surface halls 9,000 M2 meeting rooms
15
surface meeting rooms 6,000 M2
Ekonomimässan 2,012 visitors
Mötesplats Samhällssäkerhet 1,641 visitors
e
Gallery2020 Winter 1,600 visitors
t
230
Husdjursmässan 15,437 visitors
Swesport 1,250 visitors
B
visitors
Sign scandinavia 3,339 visitors Gamex 27,251 visitors
Höstsalongen 3,458 visitors
Kids Gallery summer 800 visitors
third organisers 674,682 visitors
Kista Mässan
thousand
Antik & Kuriosa 5,904 visitors
Seniorliv i världsklass 2,540 visitors
summer 1,800 visitors
total surface
Namur Palais Des Congres external events
Artexis Belgium
antwerp expo Gallery2020
EXTERNAL VENUE
own events
B2C
Bois & Habitat 17,500 visitors
third organisers 223,000 visitors
Realty 5,305 visitors
B2B
Malmö Mässan
120 thousand visitors
Third organisers
external events
35
halls
one 2
surface halls 14,500 M2 meeting rooms
five
surface meeting rooms 5,500 M2
Stone Expo 6,005 visitors
2,01
flanders expo
Second home 5,100 visitors Countryside 40,000 visitors
MILLION
halls
own events
total surface
eight eight 56,220窶確2
942
external events
100
thousand visitors
visitors
third organisers 715,796 visitors
surface halls 54,000 M2 meeting rooms
eight
surface meeting rooms 2,220 M2
spain
5 easyfairs exhibitions
14,309 visitors Bibac Expo 4,000 visitors
Horeca Expo 51,000 visitors
bis 82,400 visitors
Green Expo 11,137 visitors Belgian Boat Show 26,252 visitors
germany
3 easyfairs exhibitions
B2B
222
easyFairs
Total number of own events
5,099
99
thousand visitors
visitors
switserland
8 easyfairs exhibitions
11,567 visitors
finland
poland
6 easyfairs exhibitions
28,860 visitors
6 easyfairs exhibitions
6,687 visitors
Ireland
1 easyfairs exhibitions
20 easyfairs exhibitions
350
58,543 visitors
Austria
thousand
17,446
17,278 visitors
Norway
4 easyfairs exhibitions
4,192 visitors
columbia
10 easyfairs exhibitions
19,041 visitors
4,414 visitors
8 easyfairs exhibitions
10 easyfairs exhibitions
total surface
5 easyfairs exhibitions
UK
The Netherlands
visitors
20,000窶確2
2,115 visitors
sweden
belgium
13 easyfairs exhibitions
35,970 visitors
visitors
in 2011-2012 artexis group reached
2,586,500 unique visitors
customer-driven tech
change
expan
collaboration
corporate social responsi
livi
environmental
hnology responsible innovation
nsion think global, act local
ibility
ing consciously awareness the network of
.
Group
real life social media | 12 • 13
“We share the risks. and the successes too!” Right from the start, Artexis Group sought to develop by concluding long-term strategic alliances. Benoît David, Secretary-General of Artexis Group as well as the subsidiaries, Artexis Belgium, Artexis Nordic and easyFairs says that “partnership is in the group’s genes”.
Shareholding in ARTEXIS GROUP Everard Family
BRIC
Management
89.1% 6.8% 4.1%
artexis group
Some of these partnerships have had the effect
agency, BEP, is also a privileged partner in
of opening up the group’s capital, and that of
the operation of Namur expo and Artexis
its subsidiaries, to external partners and the
Group’s activities in the Province of Namur even
group’s senior management. Eric Everard, the
though, in this instance, BEP Namur is not a
founder of Artexis Group, was the moving force
shareholder.
behind these partnerships. Company (BRIC) took a stake in the company
NO INTERNATIONALISATION WITHOUT GOOD LOCAL PARTNERSHIPS
which it has steadily increased over the years,
This desire to conclude strategic alliances takes
to the point where, nowadays, its stake is
on yet another dimension when it comes to
the largest held by BRIC in any company in
the expansion of Artexis Group internationally.
Brussels.
“With easyFairs, as with Artexis Nordic, we
In 2004, the Brussels Regional Investment
always look for local captains of industry to
SHAREHOLDING AS THE MOTOR FOR GROWTH
invest alongside us,” says Benoît David. “In
Backing Artexis Group in the acquisition of
the case of easyFairs Colombia and easyFairs
Flanders expo, BRIC bought 15 million euros’
Poland, the initiative actually came directly
worth of convertible bonds. As foreseen in
from these local players who suggested
the agreement, it converted a first tranche of
these investments, which we might not have
5 million euros of these bonds into shares in
envisaged immediately,” he adds.
May 2012. Thanks to this excellent relationship, Artexis
Benoît David says that even though Artexis
Group was also able to mobilise additional
Group likes to retain a controlling stake in its
financial resources for the expansion of its
developments abroad, “we adopt a form of
activities to Sweden, via ExporBru, a specific
management by consensus that ensures each
instrument developed by BRIC for investments
of the partners is respected. We take risks
abroad. Elsewhere in the Group, at different
together, but we share the successes too.”
levels, other partners put their trust in Artexis
This partnership approach is bearing fruit. It
Group as well. For example, the City of Ghent
brings remarkable stability. ”More than anything
and the Province of East-Flanders have
else, the involvement of all the stakeholders,
decided to convert the shares that they held in
from management to shareholders, enables
Flanders expo into shares in Artexis Belgium.
us to maximise our success,” Benoît David
Similarly, the Province of Namur’s economic
concludes.
A r t e x i s GROUP
Benoît David Secretary-General
www.artexis.com www.linkedin.com/pub/benoît-david/1/462/692 benoit.david@artexis.com
Connect
real life social media | 14 • 15
Facts & Figures Artexis/SRIB/GIMB
partnership
eight years entities
3
Artexis Belgium, Artexis Nordic, easyFairs
Exhibitions
5.0
experience
“ Artexis has an extraordinary capacity to adapt to the market”
artexis group
In the space of just 15 years Artexis has established itself as a leader in the trade fair business in Belgium and in Europe, thanks to its excellent ability to anticipate developments in the market. Naturally, the Brussels Regional Investment Company (BRIC) has supported this growth – to the point where its Chairman, Serge Vilain, prefers to speak of a partnership rather than a simple investment.
Today, Artexis Group comprises three main entities: Artexis Belgium, Artexis Nordic and easyFairs, a “relatively simple structure that is the result of constant reflection on the part of the management and an extraordinary capacity to anticipate changes in the markets and the economy,” Serge Vilain says.
Plug and play In Mr. Vilain’s opinion, the creation of easyFairs is a perfect illustration of this managerial dynamism. “In an economy where exhibitors are experiencing an unfavourable economic climate, Artexis understood the need to offer a low cost model before anyone else. The ‘plug and play’ option, which is attractive to innovative smaller companies as well as market
A shareholder since 2004, BRIC has
leaders, is still unequalled in Europe.”
recently increased its stake in Artexis Group, which is “a vote of confidence in
The rapid emergence of social networks
Artexis’ operations and strategy”, according
at exhibitions reminds us how throughout
to Serge Vilain. In his opinion, Artexis’
history, successful organisers have
business activities and BRIC’s mission are
adapted to new trends. “Artexis has already
complementary. “It was important for us to
undertaken to integrate these new means
support the development of a Brussels-
of communication into its trade fair set-
based company in a sector that is vital to the
ups. Social networks are formidable tools
development of Brussels.”
that make it possible to judge an event’s success instantaneously and to understand
This support doesn’t stop at the regional
exactly what the visitors want. But they are
borders. “Growth projects are close to
not a substitute for a live event. They are a
our heart, and this is the reason for our
tool at the disposal of our staff – and our
involvement in the acquisition of Flanders
staff remains firmly anchored in real life.
expo and the creation of the subsidiary,
A trade fair is a 5.0 experience,” Serge Vilain
Artexis Nordic, for example.”
concludes.
SRI B / GI M B
Serge Vilain President
www.srib.be www.linkedin.com/pub/serge-vilain/47/3a/731 s.vilain@srib.be
Connect
real life social media | 16 • 17
“We want to provide ultimate meeting and market places”
Dirk Van Roy is CEO of Artexis Belgium. His big challenge? Finding answers to a world that’s changing incredibly fast. One of those answers is to put the focus on visitors. Christophe Convent, a Board member of Artexis Belgium, is certainly pleased with developments and sees a dynamic team that’s taking an innovative approach.
Board of Directors Artexis Belgium FLTR: Christophe Convent, Marc De Buck, Ronald Everaert, Benoît David, Dirk Van Roy, Hildegard Verhoeven, Tom Balthazar, Geert Versnick, Etienne Dubois. Excused: Eric Everard & Alexander Vercamer.
artexis group Artexis Belgium
Facts & Figures left: Dirk Van Roy right: Christophe Convent
Artexis Belgium
developments on the Internet and the range
Investing in the exhibition buildings of tomorrow
of information are increasing faster than ever
To meet these new demands, Artexis
before. For a company like Artexis Belgium,
Belgium has planned a huge investment
which manages event halls and organises
programme. Flanders expo will be extended
trade fairs, it is important to keep today’s
and brought up to date, Antwerp expo is
new, extremely well-informed visitors happy
doubling in size. Dirk Van Roy explains:
and give them an ‘experience’. CEO Dirk
“These alterations will give us the venues we
Van Roy’s view on this is clear: “For us the
have in mind. Exhibitions as a sort of filter that
main focus has to be on the visitors; they
leads visitors through the present information
are at least as important as the exhibitors.
labyrinth to new products and services. A
Our visitors are already swamped with
place, too, where visitors can find everything
online information and websites where
they need to make their visit to the show
you can buy and sell anything at all. That’s
a total experience. Is there a timetable for
why a visit to an exhibition has to be a real
the investments? The two master plans are
experience for them. They need to be able
ready, so we can start planning the actual
to park their cars easily, have immediate WiFi
implementation now.” As one of the directors
access to the Internet, and to have a good
of Artexis Belgium, Christophe Convent,
Google, Skype, Twitter… the number of
staff
meal and a drink at an affordable price. Of
Secretary-General of De Persgroep, is
course, the exhibition must also have the
certainly pleased with what he sees. “Yes,
necessary content – it’s up to the organiser
as a director I am both pleased and proud.
and the exhibitors to provide that. We
Everyone needs to adapt to changing times
want to offer ‘ultimate meeting and market
and Artexis Belgium is doing just that. What I
places’. Our halls are meeting places and
see there is an extremely dynamic team that
with our exhibitions, our market places, we
takes an innovative approach to its business.
bring suppliers and buyers together. So our
There’s a clear purpose in what they’re doing
expo halls need to become multifunctional
and a strategy that makes a lot of sense.”
112
76 people are working for Artexis Belgium for more than 3 years.
44 men*
68 women*
* d.d. June 2012
visitors
2.01 million
The total number of visitors in 2011-2012 in all the venues of Artexis Belgium.
complexes.”
events
Arte xis Belgium
D E PERSGROEP
Christophe Convent
Dirk Van Roy* https://twitter.com/Dirk_VanRoy
*as representative of VIRTUS bvba
www.persgroep.be
www.linkedin.com/profile/ view?id=196979855&locale=en_US&trk=tyah dirk.vanroy@artexis.com
more than
Secretary-General & Artexis Belgium Board Member
CEO
www.linkedin.com/pub/christophe-convent/6/314/3b2 Connect
christophe.convent@persgroep.be
Connect
400
Number of events (exhibitions, congresses, meetings and parties) that Artexis Belgium hosts.
real life social media | 18 • 19
Management Board Artexis Nordic, FLTR: Bosse Magnusson, Lasse Larsson, Dan-Inge Svärdsby, Peter Wanderydz, Håkan Gershagen. Excused: Eric Everard, Dirk Van Roy, Eric Préat, Benoît David.
Facts & Figures Artexis Nordic
employees
thirty two 7 men*
*
People working at Artexis Nordic.
25 women*
350,000
visitors The total number of visitors in 2011-2012 in all the venues of Artexis Nordic.
events
397
The total number of events (= exhibitions, congresses, events, meetings, corporate parties) which Artexis Nordic hosts.
* d.d. June 2012
“ Being part of Artexis Group has much aided and accelerated our growth” There is understandable pride in the voice of Peter Wanderydz when he talks about Artexis Nordic and easyFairs. “Artexis Nordic is the newest division within Artexis Group and both companies are growing very fast.”
artexis group Artexis Nordic
As CEO of the recently established Artexis Nordic and
synergy between them,” he says. “At our headquarters in
Managing Director of easyFairs Nordic, Peter Wanderydz
Brussels we have developed a coherent vision and strategy
and his team have created 30 recurrent trade fairs, 10 of
for the future. Consequently, being part of Artexis Group
which have become leaders in their field. “Now, new plans
has much aided and accelerated our growth. But mind you,
are being drawn up,” he announces. At present Artexis
there is no denying that the Nordic divisions have, in turn,
Nordic runs two venues, Kistamässan in Stockholm and
contributed greatly to the expansion of the entire Group.
MalmöMässan in Malmö. The plan Peter W anderydz is
I’m proud to say, for example, that easyFairs Nordic has
referring to is the ambition to have venues in the three main
come up with several innovative ideas that have been geo-
cities of Sweden. “About 90% of the Swedish population
cloned all over Europe.” While Sweden is a strategically
live and work around these cities. Instead of making people
important country in the economically prosperous North,
go to Stockholm for our shows, we will bring these events
Norway, Finland and Denmark also hold lots of promise.
closer to where they work. That fits so much better with the
According to Håkan Gershagen, Chairman of the Board
Swedish way of doing things.”
at Artexis Nordic, there is indeed progress to be made in these neighbouring countries. “But in the next three to four
Contributing to joint success
years we will keep focusing on Sweden for Artexis Nordic,”
Peter Wanderydz is hard pressed to give one single
he declares. “I trust the combined strength of easyFairs and
decisive explanation for the rapid expansion of Artexis
Artexis in Sweden will make us a force to be reckoned with
and easyFairs in the Nordic countries over the past eight
in the whole of the Nordic market.” Peter Wanderydz adds:
years. “All the divisions within our Group are led by strong
“I believe this is just the beginning of a great success story.”
management teams and great staff, there is plenty of
A r t e x i s N OR D I C
A r t e x i s N OR D I C
Peter Wanderydz
Håkan Gershagen
CEO and MD easyFairs Nordic
Chairman of the Board
www.artexis.se
www.artexis.se
www.linkedin.com/pub/peter-wanderydz/1/2ba/702 peter.wanderydz@artexis.se
www.linkedin.com/pub/hakan-gershagen/1/46a/55b Connect
hakan.gershagen@easyfairs.se
Connect
real life social media | 20 • 21
“When a show opens new perspectives and creates new opportunities, growth is guaranteed”
Board of Directors easyFairs FLTR: Håkan Gershagen, Eric Préat, Catherine de Baleine, Jean-François Quentin, Eric Everard, Jochen Witt and Benoît David
Jean-François Quentin, CEO of easyFairs, and Jochen Witt, easyFairs Board Member, are delighted with easyFairs’ track record over the past few years. The company managed to consolidate its growth in spite of a protracted global financial and economic crisis. What is the secret of this success?
artexis group easyFairs
left: Jean-François Quentin right: Jochen Witt
In Jean-François Quentin’s view, a clear
our show. Of course, I don’t mean just any
strategy, good management and a strong
stand. Market leaders want to design and
business model are an important part of the
personalise their stands in order to put their
story. “Over the past few years we’ve been
brand in the limelight. Making this possible
able to address a number of interesting niche
is just one of the reasons why some of our
themes and translate them into successful
shows have become so successful that they
trade shows in the different industries we
have outgrown the local market. Our larger
serve including the packaging, logistics and
packaging shows are a good case in point.
maintenance sectors. In the meantime, several
At the same time, easyFairs continues to
of these shows have been successfully
make sure that the initial business model is
geo-cloned all over Europe.” easyFairs’
preserved. Time & cost-effectiveness are still
process-driven business model has proved
essential factors in our overall offer.”
Facts & Figures
to be recession-proof. But in Jean-François
“We want to create a virtuous circle of growth
easyFairs
Quentin’s view, the truly deciding factor behind
based on content,” Jean-François Quentin
easyFairs’ rapid and continued growth is the
says. “By investing in content we’ll be able to
‘Think Globally – Act Locally’ approach, which
attract more visitors, which will enable us to
pervades the organisation. “Thinking globally
attract leaders and innovators which, in turn,
means we use the same tools and methods
will attract even more visitors. When a show
in all our regional offices. We share our best
opens new perspectives and creates new
practices and implement identical processes
opportunities, growth is guaranteed.”
across the Group. Acting locally means that
employees*
291
People working at easyFairs.
we adapt our products to suit each and every
visitors
market where we operate.”
222,000
E A S Y F A IRS
A matter of inspiration Transferring a trade show to a new market
Jean-François Quentin CEO
The total number of visitors in 2011-2012 to easyFairs shows.
obviously requires careful preparation and
www.easyfairs.com
analysis as well as sound planning and
www.linkedin.com/pub/jean-françois-quentin/0/145/624
effective communication. “When a certain market demonstrates an above-average interest in new technologies, innovative products and pioneering services, we make it our goal to ride that trend,” says Jean-
jeanfrançois.quentin@easyfairs.com
Connect
Jochen Witt* President and CEO jwc GmbH, Board Member *as representative of JWC
François Quentin. Jochen Witt adds: “The
www.easyfairs.com
best way to do this is to convince market
www.linkedin.com/pub/jochen-witt/2b/242/110/en
leaders and innovators to set up a stand at
jwitt@jwc.eu.com
countries
fifteen
E A S Y F A IRS
Connect
The number of countries where easyFairs operates. The company expands each year.
* d.d. June 2012
real life social media | 22 • 23
“ RESPECT FOR THE ENVIRONMENT IS a KEY VALUE”
artexis group CSR policy Artexis Group
Arte xis Belgium
Anne Lafère* General Manager Exhibitions *as representative of AD LIB Communications sprl
be.linkedin.com/pub/anne-lafère/0/919/48b https://twitter.com/ALafere anne.lafere@artexis.com
Connect
Although the principles of corporate social responsibility were already part of Artexis Belgium’s operations, two elements – the crisis and an acquisition – were to serve as catalysts to kick-start CSR in the Group. Having focused on its internal operations, Artexis Group intends to involve all the stakeholders from now on.
Following the acquisition of Flanders expo, Artexis
shows close to the exhibitors and the visitors, which
Belgium started to reflect on its vision, mission and
cuts down on travelling. Similarly, re-usable all-in
key values. “Respect for the environment is one of the
modular stands make it possible to reduce waste
key values,” explains Anne Lafère, General Manager
considerably.”
Artexis Exhibitions in charge of CSR policy. In the midst of a crisis; the challenge did not look easy.
MEASURE PROGRESS TO IMPROVE IT Led by a steering committee which Anne Lafère says
A MORE SUSTAINABLE ‘BUSINESS MODEL’
“includes representatives from all of our sites and all
Nonetheless, it was actually the crisis in 2008 that
of our departments” and some smaller work groups,
enabled this value to take shape. ”We looked to
Artexis Belgium focused its initial efforts on measures
see how we could take advantage of the crisis to
“which have a real impact, like the installation of
develop an innovative business model that is more
solar panels on top of the halls at Flanders expo.”
respectful of the environment. On the one hand, it
In the future, Artexis Group intends to pursue its
was a question of seeing how we could manage our
efforts internally. “For that we are going to set up key
exhibition halls in a more responsible way (energy
performance indicators, which will allow us to define
policy, waste management, procurement, etc) and,
our goals and to measure our progress. ”Eventually
on the other hand, it was a question of studying the
the group intends to involve the whole chain in the
opportunities for trade shows that could be organised
policy. Besides our employees, we will target trade
on themes related to sustainable development.”
show visitors, the organisers, the exhibitors and the
For Anne Lafère, easyFairs is a good illustration
suppliers, as well as the residents and companies
of this point. “We have developed regional trade
located near our exhibition halls.”
real life social media | 24 • 25
Artexis Belgium has developed its CSR policy around six main themes: energy policy, waste management, mobility, its eco-footprint, solidarity and well-being. To bring the strategy to life, Artexis Belgium invented three little men: Mr Green for the environment, Mr Red for social engagement and Mr Blue for economic effectiveness. Here is a short overview of the main measures implemented, to date, under the impetus of this conscientious trio.
1
ENERGY POLICY
2
WASTE MANAGEMENT
The installation of solar panels on the approximately 53,000 m of roofs at Flanders expo makes it possible to 2
cover 60% of the electricity needs of the Ghent site and to cut CO2 emissions by 22,800 tons over a period of 20 years. “Employees are involved in these energy-saving measures as well, through actions such as Lift-Free Friday, during which they are encouraged to take the stairs rather than the
Each year Artexis Belgium uses 280,000 m2 of
biodegradable and completely recyclable carpets. Substantial efforts are being made regarding paper use too: “By offering our exhibitors our technical manuals online, we save 270,000 pages per year. A similar initiative for invoices, the general terms and conditions and other documents should allow us to save tens of thousands of additional pages
lift,” explains Anne Lafère.
this year.”
SOLAR PANELS
53,000
m2
290,750
on the roofs of Flanders expo.
REDUCED EMISSIONS
-22,800Tons
less CO2 emission over a period of 20 years thanks to solar panels.
7,268
ENERGY-SAVING LIGHT BULBS to light the corridors, toilets, offices and exterior.
The number of pages we save per year by offering exhibitors our technical manuals online (270,000) and thanks to the digitalisation of our internal invoicing system (20,750).
-786tons was the reduction in emitted CO2 over a period of one year, due to the current companies waste treatment efforts (calculated by SITA).
RECYCLED CARPETS
280,000 m2
artexis group CSR policy Artexis Belgium
3 4 5
“ THE CSR STRATEGY: AN OPPORTUNITY TO STRENGTHEN TEAM SPIRIT AND TO REDUCE OUR Eco-FOOTPRINT”
MOBILITY
Artexis Belgium adapted its car policy long ago. Its own vehicles all have a maximum emissions rate of 144g/km. A charging station (fed by solar energy) has also been installed on the Flanders expo site, allowing visitors to charge their electric vehicles for free. Emissions have been reduced by using teleconferencing too. “We encourage our employees to make their commutes as sustainable as possible with the Bike & Breakfast Day,” while Artexis
car policy
Belgium has concluded agreements with public transport companies and is currently testing a car-pooling offer for visitors to its exhibitions.
max.
144g/km oF CO EMISSIONS 2
ECO-FOOTPRINT Every year employees at Artexis Belgium participate in ‘Earth Hour’ and calculate their environmental footprint thanks to an online tool developed by WWF. As for the Flanders expo meeting centre, this is the first congress centre in Belgium to receive the ‘Green Key Label’, thanks to measures such as the installation of taps fitted with an electronic eye, which means that hundreds of litres of water are saved every year. Finally, the Bois & Habitat fair has linked its visitors to tree planting in Madagascar – one tree is planted for each admission ticket sold. “We also want to develop a tool that will allow the organisers to calculate their trade fair’s eco-footprint and give them tips and advice for the reduction and compensation of the excess CO2.”
SOLIDARITY Although Artexis Belgium already supports NGOs by organising fundraising, the company intends to go further and has now signed a partnership agreement with the Red Cross. “We are considering other initiatives, like the one we carried out with UNICEF.” During that particular
campaign, people were invited to sign up for seminars, and those who failed to turn up were asked to compensate for the waste caused by their absence by supporting a UNICEF project.
6
WELL-BEING For 14 years now, the Artexis Challenge has been taking its employees to climb mountain peaks, an opportunity to strengthen team spirit. “Every two months we organise activities with a wide variety of themes to improve our colleagues’ sense of well-being – themes like healthy eating,
Finally, the CSR committee also
vegetarian, biological and local food, fair trade, taking part in sport,
organises a ‘Volunteer Day’.
relaxation, etc.”
real life social media | 26 • 27
“ Corporate social responsibility is part of our DNA”
Arte xis Belgium
Karolien Martens, Ann Cammermans, Valérie Vanassche Members of the CSR-committee
CSR Activity Report 2010: www.artexis.be/en/About-Artexis/Annual-Report csr@artexis.com
Connect
Artexis Belgium is actively engaged in corporate social responsibility, not as a separate strategy but as a fundamental part of every aspect of the company’s activities. Corporate Social Responsibility (CSR) is a term that
invested in a brand new Artexis bike for each venue,
crops up with increasing frequency in Artexis Belgium’s
which everybody is free to use.” The idea behind these
objectives, with the emphasis on social responsibility
small-scale initiatives is to make people stop and think
and sustainability. “We don’t want to be pedantic
for a moment about their own work and lifestyles.
or pushy. What we really want to do is to provide information and raise employee awareness,” says
raising awareness
Valérie Vanassche, a member of Artexis Belgium’s CSR
Artexis Belgium uses these initiatives to show its
committee.
employees that CSR is not just something that happens elsewhere – it concerns them too, each
The CSR committee has worked on themes like “living
and every one of them. “Little things like this create
consciously”. Valérie Vanassche, Ann Cammermans
the awareness that we can all contribute to a more
and Karolien Martens promoted this theme. Every
sustainable lifestyle and working environment – even
two months they focused on a different aspect of it:
if our daily contribution is only small,” Valérie says. “In
vegetarian food, bio and fairtrade, aware cooking,
fact, CSR has nothing to do with a back-to-nature
exercise, and so on. “We made sure every theme
mentality,” Ann adds. “It is a differentiator though.
began with a fun launch,” Karolien Martens explains.
People actually prefer organisations that go about their
“There were free veggie sandwiches available, for
business in a socially responsible way.” CSR is an
example, we offered employees a chair massage and
ongoing process that’s going to become increasingly
we collected healthy recipes by and for colleagues. We
important to the company in the years to come.
artexis group CSR policy Artexis Belgium & Artexis Nordic
Implementing a wide-ranging and active environmental policy not only benefits the environment, it makes our Stockholm venue, Kistamässan, more cost-effective and competitive. Artexis nordic
Teres Suneson Holmberg Financial Assistant
www.artexis.se teres.holmberg@artexis.se Connect
Facts & Figures Kistamässan
sixty-six
environmental improvements since January 2008.
unsorted waste has decreased from 66,2% in 2008 to 45,9% in 2011.
green taxi cars
Between 1,500-2,000 This is the number of taxis that are sent out per year. Kistamässan has made an agreement with the taxi service to always send out green cars.
€ 12,604 The output of the Kistamässan world auction in 2011. All the money went directly to The Swedish Society for Nature Conservation (SSNC).
Since January 2008, Kistamässan
Some examples:
has been working with the City
Information / education We teach
of Stockholm’s environmental
environmental skills to employees,
management programme. “Four
suppliers, customers and visitors.
employees have been trained
Energy We make choices to
in the environmental code, and
minimise consumption and
our environmental practices are
environmental impact.
anchored with management each
Transport We choose eco-
year. As proof that our efforts are
friendly suppliers and actively
paying off, we’ve been awarded the
influence visitors to use public
City of Stockholm Environmental
transport.
Diploma, which meets the
Waste We increase the proportion
requirements of the Swedish
of sorted waste, reduce the overall
Miljöbas national standard,” says
amount of waste and manage
Teres Suneson Holmberg, Financial
hazardous waste.
Assistant of Artexis Nordic.
Purchasing We give preference to goods and services from
Sustainable development for future generations
companies with an active
Holmberg: “We all want future
We strongly believe that focusing
generations to enjoy clean air
on these five areas can make a
and water – and that’s certainly
significant impact.
achievable because environmental
MalmöMässan is also implementing
initiatives don’t need to be
an active environmental policy
complicated or difficult.”
in order to attract goodwill and
environmental policy.
business. Today it is a ‘Listed Green Building’.
real life social media | 28 • 29
“ easyFairs is committed to fully assuming its Corporate Social Responsibility” easyFairs also demonstrates that it takes its responsibility for the environment and society seriously. In the following examples you will discover that easyFairs is commited to enhance its corporate social responsibility. easyFairs distils CSR into positive action in the various countries where it does business.
The UK runs and rides The easyFairs UK team proves that taking up Corporate Social Responsibility can be fun and have health benefits too. Today most colleagues in the UK no longer go to work by car. Instead, they walk or cycle or travel by bus, train and tube. Some stepped up the effort even further and took part in a Golf Charity Day. Others entered themselves in a 10 km fun run and invited their colleagues to sponsor them in support of Namuwongo, a disadvantaged community on the edge of Kampala, Uganda.
€ 2,025
easyFairs UK
amount raised for a good cause in 2011
artexis group CSR policy easyFairs
Germany goes greener Firmly determined to further reduce the carbon footprint of organisers, exhibitors and visitors travelling to and from trade shows or events, the German easyFairs team applied for the Event Ticket Environment Plus scheme of the Deutsche Bahn (DB, German Railways). The scheme is simple and effective. First DB calculates the energy requirement of each individual travelling to and from an event. Then it purchases an equivalent amount of energy generated from 100% renewable sources (solar, wind or hydroelectric energy) and feeds it into
-343
easyFairs Germany
kg
the circuit that powers the trains. In this manner easyFairs Germany has begun reducing its C02 emissions.
CO2 savings in 2011
Sporty Scandinavia Social responsibility starts at your own doorstep. Consequently, the Swedish easyFairs team has decided to focus first on the health and wellbeing of its employees. And as always, they did a very thorough job. Staff members were invited to run the annual Gothenburg Half Marathon. The company covered all expenses and paid for clinical supervision. To underline its involvement in the communities in which they work, easyFairs Sweden has also decided to sponsor Ă–IS, a local football team.
7
easyFairs Nordic
employees participated in the Gothenburg Half Marathon of 21 km
real life social media | 30 • 31
artexis group Technology
Artexis Group invests heavily in state-of-the-art technology to make its trade fairs and venues even more visitor and exhibitor friendly. Examples are legion. As an industry first, the company offered professional grade free WiFi in all of its venues.
“ We need to be at the technological forefront” It also implemented an integrated data strategy geared at enhancing visitor information gathering, which is an excellent starting-point for taking visitor centricity to the next level. And finally, it made its web content management system accessible to exhibitors wishing to add or edit information on themselves and their products.
Technology & visitor centricity: a perfect match “Innovation is our second nature,” says Marleen Vanhee, Marketing Intelligence and Communication Officer at Artexis Belgium. “We always make sure we are among the first in our market to test new
Facts & Figures
technologies, evaluate them and use them to our strategic advantage.
Artexis Belgium
We don’t see technology and innovation as an end in itself, but as a
visitor data Number of visitors in the database
878,575
Purchasing power
70%
of our visitors have above average purchasing power for Belgium.
25%
of our visitors fall into the highest category of purchasing power.
Family typology
75 58% %
of our visitors are couples, 60% of them with children
men women
42
%
means to respond rapidly and conclusively to our customers’ wants and needs. Visitor-centricity is the keyword here. If we know what visitors are looking for, we can give them precisely what they want, the way they want it, thus making each visit to any of our fairs entirely satisfying.”
Preference-driven marketing Artexis Group obtains visitor data through various channels, including registration, website visits, online ticket sales and entrance scanning. Integrating all this data proved to be a major challenge that the company has successfully dealt with over the past few years. Marleen Vanhee: “Our ultimate goal is to be able to immediately recognise and identify each and every customer who accesses our websites, visits one or more of our shows, buys a ticket online or contacts us in any other way. We’ve made good progress in that field, but there’s more to come. Social CRM, in other words obtaining data from social networks and integrating it into our system, will definitely gain importance in the future. We’re looking into that right now. And I must emphasise it is never our intention to swamp clients with unwanted information. We use this personal data solely to conduct preference-driven marketing
Arte xis Belgium
campaigns. We only provide information our visitors are interested in
Marleen Vanhee
and have explicitly asked for. Anyone on our mailing list can view their
Marketing Intelligence and Communications Officer
own compliance history and edit their profile. As a result they keep full control over the data they allow us to use. Obviously, this visitor-centric
www.linkedin.com/pub/marleen-vanhee/17/ba6/136 https://twitter.com/mvanhee marleen.vanhee@artexis.com
Connect
strategy requires investments in the best available technology.”
real life social media | 32 • 33
Free WiFi in all Artexis venues Visitors and exhibitors alike want to stay abreast of developments in their field. That is why they require free and wireless internet access in all our exhibition centres. Artexis Group is only too happy to oblige and WiFi hotspots have been installed in all venues, including the two Swedish ones. According to Peter Dannesund, IT manager Artexis Nordic, free WiFi is a necessity. “Our Kistamässan Stockholm venue is situated smack in the middle of northern Europe’s Silicon Valley. So we feel we need to be at the technological forefront. Today, we have stateof-the-art wireless networks in place in our two Swedish venues, including a brand-new Cisco network at Kistamässan, and maintain a BYOD (Bring Your Own Device) policy. Exhibitors Facts & Figures
and visitors alike bring their own
Artexis Nordic
smartphone, iPad or PC so that
Session time over
20,000
43
Data transferred
work wherever and whenever they
hours
%
of session time
they can always be online and
wifi
want. They expect nothing less.” Marleen Vanhee says that organisers, exhibitors and
21
%
visitors alike also expressed their satisfaction after free professional
of session time
+ 280
grade WiFi had been rolled out
Gb
in all Belgian venues. “When it comes to wireless Internet access, Artexis Group is the leader and trendsetter in Belgium.”
easyFairs
Products in the catalogue
25,000
Pageviews between 01/01/2011 and 30/08/2012
9,678,453
(= + 28%)
A r t e x i s N OR D I C
Peter Dannesund IT Manager
www.linkedin.com/in/pdannesund peter.dannesund@artexis.se Connect
artexis group Technology
Exhibitors make their own web PAGES easyFairs, a division of Artexis Group, organises almost 100 trade shows in 15 countries. For each of these exhibitions a dedicated website is built which gives each exhibitor the opportunity to post information about his company, products and services. The question is how to channel this massive amount of information in a timely manner to the right spot on the various websites and in the right language(s). Stephan Forseilles, Head of Technology at easyFairs, has the answer. “The exhibitors do it themselves. Over the past two years we’ve developed an application, called My easyFairs, which enables exhibitors to manage their web content on our website. This assures them a year-long presence on the site. They can provide visitors with all kinds of information in the form of text, pictures or video. And they may choose any of the eleven languages we use. Recently we’ve also launched an easyFairs app that makes it easier for visitors to find the products and exhibitors they are looking for. The same app can be used to consult the programme timetable, view the exhibitor catalogue as well as the trade show floor plan and retrieve all practical information about the venue. Thanks to these investments in technology, our exhibitors can really make the most of their presence at our trade shows and achieve the projected return on investment.”
E A S Y F A IRS
Stephan Forseilles* Head of Technology *as representative of Binor sprlu
www.linkedin.com/profile/view?id=1103550&trk=tab_pro stephan.forseilles@easyfairs.com Connect
quick-change artist
the network of
meeting places.
real life social media | 36 • 37
“ THE DEVELOPMENT OF A STRONG PARTNERSHIP WITH EXHIBITION ORGANISERS”
Artexis Belgium invests in regional exhibition halls with Europe-wide appeal. The success of local exhibitions shows that the public appreciates the proximity. In addition, Artexis Belgium promotes itself as a partner for fair organisers.
MORE THAN JUST SPACE IN THE EXHIBITION HALLS At the same time, Artexis Belgium is developing a close partnership with local fair organisers. For example, “Antwerp expo is the ‘Boekenbeurs’ partner,” says Etienne Verhaert. “While Artexis Belgium takes care of the practical aspects, the Boekenbeurs itself can
Artexis Belgium invests in easily accessible
focus on organising the content of the event,
regional venues with euro-wide potential.
the concept and the communication.” It is a
On the one hand, visitors to fairs for the general
collaborative relationship that has nothing but
public are reluctant to travel outside their own
advantages for the trade fair organisers, the
region and, on the other hand, professional
exhibitors and the visiting public.
visitors want easy accessibility. The company meets these needs by investing in regional
Indeed, Artexis Belgium offers much more than
venues in Antwerp, Ghent and Namur. In
just the space in the exhibition halls. “When
2011 Artexis Group acquired full ownership of
exhibitors decide to take part in a trade fair we
Antwerp expo. This gives Artexis Belgium a
deal with all the support functions they need
strong presence in Flanders and Wallonia.
for their participation.” To start with, this means
“The regional fairs are doing extremely well,” says
logistics and technology, but it’s also security,
Etienne Verhaert, General Manager Venues at
anti-theft surveillance, crowd control, car park
Artexis Belgium. “We regularly survey visitors.
management, and so on. “Organising a trade
Time and again the results show that the public
fair is always a huge job, of course, with lots
appreciates our local presence. It brings the fair
and lots of responsibilities, both big and small.
to the visitor, in a manner of speaking, rather
We see it as our job to relieve the organisers
than the other way around. That ensures a
of as many worries as possible. Then the
special relationship with the public.”
organisers can use their own strengths to optimum effect and concentrate on the content, the experience and the promotion of the trade
Arte xis Belgium
fair, so that it becomes a real life social medium, a place where you can really network.”
Etienne Verhaert General Manager Venues www.linkedin.com/pub/etienne-verhaert/7/1ab/b57 https://twitter.com/EtienneVerhaert etienne.verhaert@artexis.com
Connect
MEETING PLACES Artexis Belgium
Facts & Figures Artexis Belgium
venues
four halls
Fourteen meeting centres
Three surface area
88,127 M2
real life social media | 38 • 39
“ Antwerp expo has EUregionalwide ambitions”
Facts & Figures Antwerp expo
725,000
visitors
five 192 own events
halls
events third-party events
Meeting rooms
four six surface halls 16,500 M2
surface meeting centres 980 M2
overall total surface
17,480 m2
Meeting places Artexis Belgium Antwerp expo
“Obviously, the general public knows the ‘Boekenbeurs’ and the construction and renovation trade fair, bouw&reno. But they might not know that Antwerp wants to play an increasingly international role in the world of congresses and trade fairs,” says Philippe Willegems, Manager Antwerp expo. More than 60 fairs take place each year at Antwerp expo, including three important international trade fairs, StocExpo, Breakbulk and TOC. Antwerp expo wants to increase these numbers. Its ambition is to become a regional location with euro-wide allure. “There’s certainly no lack of trump cards in our hand,” says Philippe Willegems. “Antwerp is a world-class port and
www.antwerpexpo.be
Antwerp expo wants to develop into a trade fair and congress centre for the whole of the European Union. International events will also make a significant contribution to promoting Antwerp as a destination.
an international logistics hub. There are the motorways, the high speed train station and the airport. Antwerp is a university city well-known for its cultural past, diamonds and fashion.” The concentrated presence of industrial, chemical, petrochemical and pharmaceutical companies means that these sectors find Antwerp an attractive destination for international trade fairs and congresses.
Economic added value Port-related trade fairs like Transport&Logistics bring added value and support to the Antwerp economy. Antwerp can easily profile itself as a destination for this type of event at the European level. “Antwerp is an interesting destination for decision-makers, who may also be interested in combining their visit to a trade show or congress with a weekend trip or some other activity in the city. It is very clear that international trade fairs and congresses bring significant additional revenue to the city. Antwerp expo can also benefit from the densely populated surrounding region. A good 2.3 million people live in Antwerp expo’s catchment area. Antwerp is an attractive destination for visits to a public exhibition. Since this local public also Arte xis Belgium
frequently combines a visit to an exhibition with a day out
Philippe Willegems
in the city, this further drives the economic benefits.
Manager Antwerp expo & Business Development www.antwerpexpo.be www.linkedin.com/pub/philippe-willegems/1/390/736 philippe.willegems@artexis.com
Connect
real life social media | 40 • 41
Flanders expo meeting centre was one of the first in Belgium to receive ‘The Green Key’, an international quality mark for eco-friendly companies in the tourist sector.
GREEN ENERGY AND ECO-FRIENDLY SANITARY systems The focus on green principles and sustainability is long established at Artexis Belgium. In recent years, for example, we have invested in the production of green energy and eco-friendly sanitary systems. “We have 53,000 m2 of green energy systems on our roofs,” says Thierry Vande Venne, Venue & Operations Manager of Flanders expo. The integration of LED
Toerisme Vlaanderen, the Flanders tourist
lighting by Artexis Belgium has further reduced
office, made the award. Besides a wide variety
electricity consumption. “For the sanitary
of campsites, bed & breakfasts, hotels and
fixtures we have chosen water-saving taps
tourist attractions, some meeting centres also
and toilets. Besides that, of course, we also
received ‘The Green Key’ for the first time this
use recycled paper and eco-friendly cleaning
year. “Obviously, to be eligible for the award our
products and dosing systems.”
meeting centre must meet all the general legal requirements. Other criteria include registering
waste management
the monthly water and energy consumption.
Artexis Belgium has also taken measures
The venue must satisfy a long list of eco-
to sort waste from the venues meticulously
friendly conditions too.” If they wish, companies
and, wherever possible, the organisation
can call on Toerisme Vlaanderen for guidance
chooses fairtrade products. The result of all
in winning ‘The Green Key’.
these initiatives is that the company’s ecofootprint has shrunk considerably. “It is a clear win-win,” Thierry Vande Venne believes. “We link sustainability to economic added value.” The green principles do not stop with Artexis Belgium either. “We involve our organisers and the visitors, too, in the green theme.”
www.flandersexpo.be
Arte xis Belgium
Thierry Vande Venne Venue & Operations Manager www.flandersexpo.be
be.linkedin.com/pub/ thierry-vandevenne-a-vande-venne/41/a25/763 thierry.vandevenne@artexis.com
Connect
Meeting places Artexis Belgium Flanders expo
“ WIN-WIN VIA SUSTAINABILITY AND ECONOMIC ADDED VALUE!”
Facts & Figures Flanders expo
942,000 8
visitors
100
own events
halls
events third-party events
Meeting rooms
eight eight surface halls 54,000 M2
surface meeting centres 2,220 M2
overall total surface
56,220 m2
real life social media | 42 • 43
“ OUR VERSATILITY IS OUR STRENGTH!”
Facts & Figures Namur expo
278,000 three 35 three OWN EVENTS
VISITORS
EVENTS EXTERNAL EVENTS
halls
surface halls 12,000 M2
Namur Palais des Congrès
Visitors
6,000
third party events
sixty-three surface
2,427 m2
Meeting ROOMS
12
Meeting places Artexis Belgium Namur expo & Namur Palais des Congrès
Located at the heart of Wallonia, a stone’s throw from Brussels, Liège and Charleroi, Namur expo is now the nerve centre for both professional trade shows and public exhibitions. Its strength? An infrastructure capable of meeting organisers’ needs efficiently, whatever the event – from the most general to the most specialised.
www.namurexpo.be
www.namurpalaisdescongres.be
Namur is not just the regional capital, it is also the Walloon
precise information. For their part, exhibitors are looking to
city most appreciated by fair organisers. In fact, with more
optimise their return on investment at fairs where there are
than 50 fairs and events, attracting no fewer than 278,000
fewer people just looking and more genuine potential clients.”
visitors annually, Namur expo and its 12,000 m of exhibition
Consequently, besides the big general fairs, the trend is to
space has positioned itself as the leader of the sector in the
create fairs with more human dimensions and, in particular,
south of the country.
ones with more specific, specialised themes. “The evolution
2
is clear. The tendency now is to present strong themes at
our versatility is our strength
the heart of the market and to the end customer. It is a very
So why is it such a success? Aline Leplat, Manager of
encouraging trend for us because it corresponds perfectly
Namur expo, suggests some answers. “Our versatility
to the services we have to offer.”
is our strength! Our 12,000 m2 of halls are spacious enough to accommodate big fairs like Bois & Habitat
namur palais des congrès
and Antica, two major events, but we can also adapt the
“This is a range of services that is all the more
infrastructure and offer personalised solutions to those
comprehensive and integrated because the infrastructure
organising very specialised fairs. This versatility, combined
we can offer our clients is also perfectly suited to their
with the professionalism and expertise of a group like
seminars and conferences. I am talking about the Palais
Artexis, means that we can offer our clients a very efficient,
des Congrès, a splendid building that is completely
customised service.”
equipped to accommodate over 300 congress-goers in
“The other big advantage of Namur expo,” continues Aline
optimal comfort.”
Leplat, “is its proximity and its easy accessibility. Visitors, whether they are from Arlon, Liège or Tournai, can get into Namur fast via the motorways or by public transport, visit a fair for a couple of hours and still get out and enjoy their Sunday afternoon.” “And that is exactly what so many of the exhibitors and visitors are looking for,” adds Aline Leplat. “These days people have very little time and they’re usually looking for
Arte xis Belgium
Aline Leplat Manager Namur expo & Namur Palais des Congrès http://www.linkedin.com/pub/aline-leplat/36/238/b10 https://twitter.com/AlineLeplat aline.leplat@artexis.com
Connect
real life social media | 44 • 45
“ a fair is more and more often experienced as a real life social medium”
Facts & Figures Flanders expo
parking spaces present future
8,000
6,000
infrastructure
Artexis Belgium plans major investments at Flanders expo and Antwerp expo in cooperation with design agency OMGEVING. As well as enlarging the exhibition halls, they will modernise them to meet the requirements of visitors today and in the future.
entrance hall present future
250
m2
4,310 20,000 m2
m2
expansion front building
present future
2,970 m2
with an additional development potential of approximately 9,800 m2 .
Wim Verstockt is the Director of Rei Consult and works as a business developer for Artexis Belgium’s real estate. In this capacity, one of his tasks will be to direct the enlargement and modernisation of Flanders expo in the coming years. “First and foremost it will be a major facelift,” he says. “Second, we want to expand the exhibition halls. Not only because we need more space, but also to make their position within the area around them more distinct again. The alterations will give the halls their own identity.”
Improved comfort
Expansion of the existing halls 3-5-7
The refurbishment will make visits as pleasant and comfortable as
present future
possible. All of the sanitary facilities have been renovated already. “We
12,096 m2
14,741
m2
are going to improve accessibility, arrange new catering points, make
Meeting places Artexis Belgium Masterplan Antwerp expo & Flanders expo
it easier for visitors to find their way around and
demand for more interesting content in addition
build a covered ‘walkway’ which will connect the
to the usual features of a visit to a trade fair. A fair
various halls. This will avoid the need for visitors
is more and more often experienced as a ‘real
to go outside to move from one hall to another.
life social medium’ and this means that it is very
But the biggest change will, without doubt, be the
important to invest in the development of exhibition
spectacular entrance area,” explains Wim Verstockt.
halls with modern facilities.”
More flexibility
Improved comfort
The main objective of the structural alterations is
Obviously, these structural alterations will also be
to create a large complex where several fairs can
in keeping with the new vision of Artexis Group,
take place simultaneously, and where the logistics
which puts increased focus on the visitors. Wim
traffic, which is necessary for the setting-up and
Verstockt comments: “A fair should be a unique
dismantling of trade fairs, is kept as far away from
experience for visitors. That will already be
the visitors as possible. But the plans don’t only
abundantly clear at the entrance. A completely new
include alterations, there will also be extensions.
entrance complex is to be built some six metres
The intention is to increase the present expo
above ground level to welcome visitors, who will
surface by building a large multifunctional hall and
be guided to a spectacular entrance zone from the
enlarging some of the existing halls. This will turn
existing tram station and the various car parks. The
Flanders expo into an even more modern expo
entrance zone will be located where the restaurant
and meeting centre, with the capacity to organise
is situated today. From the new entrance, visitors
corporate events and congresses, as well.
will have a magnificent view of the gigantic Hall 1
“This will enable us to respond optimally to the
and they will be able to reach whichever fair hall
demands of current trends in the exhibitions
they want to visit via covered walkways. It will be
industry,” Wim Verstockt says. “There is now a
really impressive.”
Masterplan Flanders expo A r t e x i s B e l g i u m - REI C O N SULT
Wim Verstockt* Business Development Venues *as representative of REI Consult bvba
www.linkedin.com/pub/wim-verstockt/17/827/584 https://twitter.com/WimVerstockt wim.verstockt@artexis.com
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real life social media | 46 • 47
“ Urban renewal project with economic drive” Antwerp continues to make big efforts towards urban renewal. Artexis Belgium is investigating how it can renew the Antwerp expo site and give it European allure, while keeping it in harmony with the urban spatial planning being carried out as part of the city’s Strategic Spatial Structure Plan.
Meeting places Artexis Belgium Masterplan Antwerp expo
Early in 2012, Artexis Belgium instructed the
integrated into its spatial environment and will,
design agency, OMGEVING, to draw up a
as a result, make the cultural events cluster
master plan for the redevelopment of the
between the Singel, the Nachtegalen and
Antwerp expo site. Drawn up in consultation
Middelheim parks even more alluring.
with the City of Antwerp, the plan explores what role the site should fulfil in the future
New élan
and how to accommodate this role in the
As a well-known port city, Antwerp has many
city’s development. “Artexis Belgium has
advantages when it comes to attracting
the declared ambition of developing a new
international events. However, for many years
exhibition site with a multifunctional character,”
now, the lack of suitable infrastructure has been
says Guy Vloebergh, an urban planner
an obstacle to progress. New infrastructure
and Managing Director of OMGEVING. “It
on the Antwerp expo site should make it
is essential for the company to be able to
possible for Artexis Belgium to give Antwerp
increase its exhibition activities in Antwerp and
fresh impetus as a trade fair city. “This is an
give them a euro-wide appeal.”
urban renewal project that will also have a
The renovation of Antwerp expo will give
major impact on the city’s economy and on
Antwerp more prominence as a destination for
tourism,” according to Guy Vloebergh. “You can
fairs and congresses at the European level.
compare it to recent projects in Antwerp such
“This in turn will provide an economic impetus
as Spoor Noord and MAS. The Antwerp expo
that will benefit the city,” says Guy Vloebergh.
project stands for radical urban renewal with
“Trade fairs with an international appeal attract
major economic impetus as a result.”
an international public. That has a positive influence on the seminars and other knowledge transfer activities at the trade fairs themselves, but it is also good for the hotels and restaurants in the city. The new venue will provide value in various ways. Artexis Belgium wants to make a real life social medium of Antwerp expo.” The redevelopment project will be suitably
Masterplan Antwerp expo
o m g e v i n g c v ba
Guy Vloebergh Director www.linkedin.com/company/omgeving https://twitter.com/OMGEVING_cvba guy.vloebergh@omgeving.be
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real life social media | 48 • 49
“ A clear case of creative entrepreneurial thinking backed by the proven business experience of Artexis Group in Belgium.”
Facts & Figures Artexis Nordic
venues
two
halls
three twenty
meeting Rooms
surface area
35,000 M2
Meeting places Artexis Nordic
“Venue management was originally not part of our strategy,” says Håkan Gershagen, Chairman of the Board at Artexis Nordic and easyFairs Scandinavia. “But when an unexpected and extraordinary opportunity arose, we promptly decided to start running our own venues. After consultation with Eric Everard and our colleagues at Artexis Group, who have several years of experience running venues in Belgium, we established Artexis Nordic. This new company, which is controlled by Artexis Group, as the majority shareholder, has since been very successful.” Until a couple of years ago, easyFairs Scandinavia
located in the northern part of Stockholm, in the
was organising more trade shows in the Malmö
Kista business district – Sweden’s ‘Silicon Valley’.
region than in any other location in the Nordic
“That proved to be our second successful move,”
region. “The Malmö venue had almost become the
Håkan Gershagen says.
easyFairs Scandinavia home base in the south of the country,” Håkan Gershagen recalls. “But it was
He adds that the common denominator of Artexis
owned by a property company that planned to
Nordic’s two venues is that while they are compact
tear the building down and turn it into a shopping
and relatively small, they are also ‘smart venues’.
centre. There was no immediate plan for the
“Our exhibition halls have 15,000 to 20,000 m2
construction of a new exhibition hall.”
of flexible exhibition space,” he explains. “And we offer the market a one-stop shopping formula,
When a property developer eventually came up
with a one-price model. We have one team
with a proposal that didn’t quite fit into easyFairs
managing both venues, which is very beneficial to
Scandinavia’s strategy, Håkan Gershagen and
customers.”
his team realised that it was time to switch to Plan B. “The city of Malmö granted us a perfectly
As for the future, Håkan Gershagen intends to let
located piece of land, next to the Malmö Arena
Artexis Nordic follow in the footsteps of easyFairs.
and the railway station and only a 10 minutes’ ride
“We go where they organise trade shows,” he
from Copenhagen,” he says. “We set up Artexis
smiles. “We shall also broaden our offer. In Malmö
Nordic to build the new venue. So we embarked
we are in the process of adding several flexible
on a successful strategy that was triggered by a
conference rooms to our centre. Each room
happy coincidence. This is a clear case of creative
seats 100 to 1,000 people. And we’ll have small
entrepreneurial thinking backed by the proven
breakout rooms as well. There’s a market for this.
business experience of Artexis Group.”
Today, MalmöMässan is already overbooked. Things are going well for us in Scandinavia.”
A one-stop shopping formula and a one-price model The new MalmöMässan was designed, funded and built in less than a year. “That set us thinking,”
A r t e x i s N OR D I C
Håkan Gershagen continues. “Wouldn’t it be great to run our own venues in other Scandinavian cities as well?”
Håkan Gershagen Chairman of the Board www.artexis.se
Shortly after the opening of MalmöMässan, Artexis Nordic took over the management of Kistamässan,
www.linkedin.com/pub/hakan-gershagen/1/46a/55b hakan.gershagen@easyfairs.se
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real life social media | 50 • 51
“We’re not trying to be the biggest exhibition hall in Sweden – but we’re certainly trying to be the best at what we do,” says Jan Thorén, Technical Manager Kistamässan. “We offer a modern, efficient and flexible venue, with first-class and personal service. Our ambition is to be the leading meeting arena with the slogan: ‘Sweden’s most central meeting and event venue’.” The latest Artexis acquisition in
Quick-change artist
the north, Kistamässan, is an
“We’re equipped for speed and
accessible and innovative meeting
flexibility, and so we’ve always been
place for personal meetings and
very good at hiring out our exhibition
experiences and the exchange
spaces in rapid succession. For
of knowledge and ideas. The
example, we have a mobile seating
new centre is located to the north
system that unfolds from the walls at
of Stockholm, in the heart of
the push of a button. We then put
Kista Science City – one of the
soundproofing walls in place – and
world’s leading ICT clusters, home
within two hours, we can build a
to big-name companies such
congress hall for 1,100 people,” says
as Ericsson, Nokia, Microsoft,
Jan Thorén.
Tele2 and IBM.
“So, if we have a trade fair or exhibition that closes on a Sunday
www.kistamassan.se
A r t e x i s N OR D I C
Jan Thorén Technical Manager Kistamässan
www.artexis.se jan.thoren@artexis.se Connect
Ideal venue
night, without any difficulty, we can
“Kistamässan’s location is ideal
be ready for a large congress, with
in many ways: 10-15 minutes
lunch, dinner and an evening party
from both of Stockholm’s airports
for 1,000 to 3,000 people, on
(Arlanda and Bromma) and
Monday morning,” he continues.
accessible from central
“On top of that, our personnel are
Stockholm by commuter train,
praised for their very high level of
subway and several bus routes,”
service. Our goal is to create the
Jan Thorén explains.
meeting place of the future –
“The venue is just perfect for
turning visions and ideas into
organising everything from
reality, regardless of the topic or
exhibitions and conferences to
mission. Recently, we’ve started to
product launches, banquets,
think about expanding our facilities,
concerts and any other event that
because we are attracting larger
a multi-purpose venue can stage.”
and larger congresses and events.”
Meeting places Artexis Nordic Kistam채ssan
Facts & Figures Kistam채ssan
230,000 15
own events
halls
visitors
347
events third-party events
meeting rooms
two 15 15,000 m2 surface
real life social media | 52 • 53
www.malmomassan.se
“ The new Malmömässan exemplifies Artexis Group’s unwavering entrepreneurship”
Two years ago, when the old trade fair venue was closed down and the management team left the business, the Swedish city of Malmö and its hinterland lost their main exhibition centre. Artexis Group promptly intervened and today Malmö’s brand new exhibition venue is running at full speed.
Facts & Figures MalmöMässan (opened on 4.2.2012)
visitors in less than 6 months
halls
one
Lasse Larsson, Venue Manager at MalmöMässan, is mildly amused when he tells the story of how
120,000
the ambitious Malmö building project came about:
events
Chairman of the Board at Artexis Nordic, called me
“I wanted to ‘slow down’ a bit and was even considering retirement when Håkan Gershagen, the current
thirty-five
and told me about his company’s plans to build a new
meeting rooms
the organisation of trade fairs, was thrilled and soon
five
“Instead of doing small projects, as I had planned, I
surface
20,000 m2
exhibition centre in Malmö.” Lasse Larsson, who has extensive experience in accepted the offer to manage the building project. found myself advising the architect and monitoring the building works for Malmö’s new state-of-the-art exhibition hall,” he says.
Meeting places Artexis Nordic MalmöMässan
Running a very tight schedule Construction work started on 4 May 2011 and was completed on 3 February 2012. “It took us exactly nine months to complete this development project on time and on budget,” he emphasises. “It exemplifies our team’s unwavering entrepreneurship. Thanks to impeccable logistics, Artexis Group’s first trade show opened to the public on 4 February 2012. In the following months five more shows and several conferences were held at the new exhibition centre, which was carefully designed to meet the needs and wishes of trade show organisers. We have received 120,000 visitors in the new exhibition hall in less than six months.”
A green building The new Malmö trade fair venue, which is run by Artexis Nordic, covers an area of 20,000 m2 and has an exhibition area of 14,500 m2. “It is an attractively bright building located in the fastest growing area of Malmö,” Lasse Larsson says. It is also an ecologically sound structure. Geothermal energy is used for heating and air-conditioning and all the rainwater is collected and held in a storage tank until it is pumped to the point of use. Lasse Larsson also saw to it that the new building would meet all the exhibitors’ requirements. The power supply is computer-controlled and monitored. Socket outlets can be switched on and off from one central point and a fingerprint access control system is used to keep the site secure. “The new hall may have been more expensive than comparable venues,” Larsson admits, “but after only six months we are already break even. Today Malmö is
A r t e x i s N OR D I C
nicely complementing Stockholm as a trade Lasse Larsson
fair centre and thanks to the new building
Venue Manager MalmöMässan
I’m sure we are making the city even more attractive.”
www.artexis.se lasse.larsson@artexis.se Connect
real life social media | 54 • 55
Masterplan MalmöMässan
“ A sustainable building is mainly a question of architecture” To provide the city with an architecturally interesting and functional exhibition hall in the vanguard of sustainable development: that was the challenge the city of Malmö launched. A challenge taken up by Artexis and Erik Giudice Architects.
Facts & Figures MalmöMässan
50%
less energy consumption compared to a classic building.
Vegetated roofing
17,000
m2
Paradoxically, Artexis and the
gave the exhibition centre its own
Parisian architectural firm ‘Erik
personality,” explains Erik Giudice,
Giudice Architects’ won the
architect.
competition by doing the opposite
The separation of the different
of what the commissioning city
elements of the project had the
asked. “The city wanted a building
added advantage that another of
masked by other buildings with more
the contracting authority’s demands
open functions (offices, residential,
could be met: it must go fast. The
etc.), whereas we, on the contrary,
city’s former exhibition hall was
Meeting places Artexis Nordic MalmöMässan
closing its doors and Malmö couldn’t afford to stay off the map for long. “With its folded façades, the hall is a far cry from the big exhibition cubes that characterised the 70s and 80s. This is an urbanism that is more like the old centres; we create public spaces with human dimensions, while simultaneously expressing a hyper-contemporary, architectural dynamic.”
Sustainability For Erik Giudice, the sustainability of a building is not just a question of choosing the materials. “If we have preserved abbeys and other monuments through the centuries, it is not only for their functional side but especially for their architectural interest.” “This explains the hand-laid bricks, an historic material in the Malmö region, but with a white hue rather than the traditional red or yellow. The building is meant to be both a part of the historic continuity of Malmö and, at the same time, firmly rooted in modernity by virtue of its colour.”
Geothermal heating and vegetated roofing The exhibition hall certainly doesn’t ignore energy performance. On the contrary. Heating for the approximately 20,000 m2 available (exhibition hall, conference rooms, restaurant, offices, shops and logistics zone) is provided by geothermal energy. Shafts 250 metres deep make it possible to maintain a constant temperature in both winter and summer, thereby reducing energy consumption by almost 50% compared to a classic building. Finally, with 17,000 m2 of vegetated roofing, the building makes a positive contribution to local biodiversity.
E r i k G i u d i c e A R C H ITE C TS
Erik Giudice Architect www.linkedin.com/pub/dir/Erik/Giudice https://twitter.com/EGArchitects eg@erikgiudice.com
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real life social media | 56 • 57
“Cooperation is more important than competition. It makes winners of us all”
Meeting places Artexis Nordic Impact on cities
Trade shows have always provided revenue for the cities where they take place. Some shows have even put their host cities on the global map. It is indeed a wellestablished fact that trade fairs and events are reliable tools for marketing a city. That inspired the city of Malmö to embark on a cooperation with Artexis Nordic, which had ambitious plans to build a new trade fair venue in the south of Sweden.
its role as a vibrant economic and social hub that drives growth for approximately 1,5 million people living in its hinterland as well as for two million people living in Denmark.”
The most interesting events and shows in the region According to Johan Hermansson, Malmö definitely aspires to host the most interesting events and trade shows in the region. “Cities that have such an ambition need to provide flawless service to business people, holiday makers, academics, students, sports enthusiasts and art
Malmö is a city of 300,000 inhabitants in the
lovers,” he says. “That is the only way they can
southern part of Sweden. “Until recently we
increase their ‘aura’ and create a positive vibe
had no venues for big meetings, no fairs, no
around themselves. Cities that share Malmö’s
arenas, and fewer tourists,” Malmö’s Director of
ambition must make their inhabitants rightly
Tourism, Johan Hermansson, says. “But now
proud of their place of residence and ensure that
the city has been transformed from a centre for
all leisure and business travellers can thoroughly
industry and shipping to a city of knowledge
enjoy their visit.”
and meetings, attracting many new residents, tourists and economic activities. Today we are
“What we have achieved so far, is the result
competing with the top destinations in Europe
of working together with various private and
for meetings, seminars, conferences and
public partners in Sweden and abroad,” Johan
events. And there is very little doubt in my mind
Hermansson concludes. “Cooperation is more
that the brand-new M almöMassan has been
important than competition. It makes winners of
instrumental in this evolution.”
us all. That is also the strategy by which Artexis Nordic operates. No wonder the collaboration
“Cooperation between private and public
went so well.”
partners is vitally important for the development and promotion of a city or a region,” Johan Hermansson emphasises. “We also
c i t y o f ma l m ö
work closely with our Danish colleagues. Copenhagen Airport, which lies less than 15 minutes away, over the Öresund Bridge, is often said to be Malmö’s gateway to the world. And now the new arena and state-ofthe-art trade fair venue will allow Malmö to fulfil
Johan Hermansson Director of Tourism www.malmotown.com www.linkedin.com/pub/johan-hermansson/19/957/927 johan.hermansson@malmo.se
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real life social media | 58 • 59
“ Catering for every need and for every type of visitor” A trade fair needs to offer more than a strong selection of exhibitors. A wide range of meals, snacks and drinks determines, to a large extent, its assessment as a whole.
“The experience of a fair as a
rest,” says Gert Laurijssen, Director
whole is important,” says Patrick
of the research agency Foodstep.
Vandenbogaerde, Food & Beverage
“But it’s about more than just food
Architect at Artexis Belgium. “Visitors
and drink. They want to be able to sit
expect a show that is not just strong
down, taste things and enjoy. Other
in terms of content, but in terms of
visitors prefer straightforward healthy
parking facilities, WiFi, quick service
food, including vegetarian dishes.
at the cash desk and tasty food and
There should also be fast and
drinks.” Depending on their needs at
efficient snacks available, besides
the time, exhibitors and visitors want
more familiar, rather traditional
to choose from different ways of
catering.”
enjoying something to eat and drink.
Atmosphere and accommodation Foodstep carried out a survey for
In the past, the range of food and
Artexis Belgium into how exhibitors
drink offered at Artexis Belgium
and visitors evaluate the catering
was too much oriented towards
range. “Lots of visitors look at a
traditional catering in traditional
catering point as a place to take a
expo halls. Now Artexis Belgium is
Facts & Figures Food & Beverage
visitors
1 outof 3 72 %
visitors spend between 10 and 30 euros on food and drinks at the fair. eats or drinks something at the fair.
Food 70% of the visitors prefer to eat a sandwich at the fair.
69% prefer self-service.
Meeting places Artexis group Food & Beverage
making investments to be able to meet other needs as well. Patrick Vandenbogaerde: “The experience at the trade fair determines about half of the total assessment of the quality of the event. From the survey it appears that one out of five visitors would like to see the existing range extended in the future. Moreover, the assessment of the ambience and accommodation is quite low. We want to meet those needs with more choice and – above all – by creating ambiences and accommodation appropriate to the various catering requirements.” A business public prefers a familiar assortment, whereas private individuals would rather discover something to taste and enjoy. That is why it is important for Artexis Belgium to keep the profile of the visitors more in mind when developing its multifunctional complexes. “Every fair has its own public,” says Maria Stridh, CEO of the catering company Mässrestauranger from Malmö, in Sweden. “As a caterer you not only have to adapt the menu to the visitors’ profile, sometimes you have to adapt the portions you serve too. In particular, you have to be able to cope with the scale of the fair. One day you’re working for a small professional event and the next for a large public exhibition.”
Arte xis Belgium
Patrick Vandenbogaerde* Food & Beverage Architect www.artexis.com
*as representative of Patse bvba
www.linkedin.com/pub/patrick-vandenbogaerde/a/735/344 patrick.vandenbogaerde@artexis.com
Connect
F OO D STEP
Gert Laurijssen Director www.foodstep.be www.linkedin.com/in/gertlaurijssen gl@foodstep.be
Connect
M Ä SSRESTA UR A N GER M A L M Ö
Maria Stridh CEO www.massrestauranger.se www.linkedin.com/pub/maria-stridh/2b/40/52 marie.stridh@massrestauranger.se
Connect
real life social media | 60 • 61
“All the events we organise are aimed at interior decorating professionals,” says Patrick Geysels. “Intirio at Flanders expo is no exception. We’ve been organising that fair since Flanders expo first started, back in 1987. And, obviously, we support Artexis Belgium’s plans for this venue. They will be a positive development for both the quality and the accessibility of the buildings, and for their allure. Artexis Belgium’s plans instil confidence in the future and provide stability. An extra advantage for us is that Artexis Belgium is also active internationally. They know exactly what’s going on in our sector, which puts them
Textirama organises a congress and three trade fairs per year, including Intirio at Flanders expo. Patrick Geysels, Textirama’s CEO, is very positive about Artexis Belgium’s investments in this venue.
in a position to make the right decisions.” The collaboration between Artexis Belgium and Textirama is extremely smooth at other levels, too. They work together to deal with the problem of waste disposal at fairs, for example.
Good waste management At Textirama, one of Bart Walraet’s hats is that of Waste Manager. “In fact, we’ve been working
“ Artexis’ plans instil confidence in the future”
on waste management for years. Waste is a big problem at trade fairs. To alleviate it we go along to each of the exhibitors to try to persuade them to produce less waste. This kind of awarenessraising process demands a lot of communication on the floor, of course, but it works. Every year we see the mountain of waste decrease.”
TEXTIR A M A
Patrick Geysels CEO – Venue customer www.textirama.be www.linkedin.com/pub/patrick-geysels/a/a33/888 p.geysels@textirama.be
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TEXTIR A M A
Bart Walraet Waste Manager – Venue customer www.linkedin.com/pub/bart-walraet/a/82a/801 https://twitter.com/intirio b.walraet@textirama.be
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Meeting places Artexis Belgium Venue customers
Facts & Figures ‘Boekenbeurs’ 2011
The ‘Boekenbeurs’ has grown with Antwerp and Antwerp expo. The city and venue are critical success factors for the fair.
2,000
The collaboration between
particularities of the fair through
Artexis Belgium and Boek. be
and through,” Geert Joris says.
developed over time. Boek. be
“This ensures a distinct added
is the association of Flemish
value. Artexis Belgium has a perfect
publishers, book importers and
feel for the ‘Boekenbeurs’ and
retailers, which organises the
responds very directly to exhibitors’
‘Boekenbeurs’. For a long time
requests.” Antwerp and Antwerp
the association has wanted to
expo have become critical success
concentrate on its core activities.
factors. “The venue and location
“And they are much broader than
are key considerations,” according
just the ‘Boekenbeurs’,” says
to Geert Joris. “Thanks to Artexis
Managing Director, Geert Joris. “So,
Belgium, we are able to make
it was obvious that we needed to
optimum use of the opportunities
strengthen our ties.
the building offers.”
Added value
signing sessions
B OEK . B E
Whereas Boek.be keeps a close eye on the content and experience of the ‘Boekenbeurs’, Artexis
Geert Joris Delegated Director – Venue customer
Belgium is responsible for the
www.linkedin.com/pub/geert-joris/0/672/716
logistics and the organisational
https://twitter.com/geertjoris
side of things. “They know the
geert@boek.be
75
th edition
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65%
168,000 visitors
900
authors
of the exhibitors filled in a short survey. This shows that the majority is equally or more satisfied with the ‘Boekenbeurs’ than last year.
real life social media | 62 • 63
“ Real support for the organisers”
Daniel Tambour, a well-known figure in the world of public events, has been organising the Batireno fair in Namur expo since 2004. When asked why he is so loyal to the expo-halls in Namur his answer is clear: “Because Namur expo is ideally situated and because the team there offers top-quality professional service.”
With this long involvement, Daniel Tambour has seen the evolution at Namur expo: “The management used to have a fatherly approach, but nowadays it is an experienced, professional organisation where the Artexis team offers fast and appropriate solutions to meet our specific needs. They are really on the ball, anticipating problems and offering real logistical support to the organisers! And it’s all done in a goodhumoured manner and with mutual respect, which never does any harm! In fact, we’ve become friends since I’ve been working with them.” And when we ask Daniel Tambour whether he has never thought of moving his fair, he replies cheerfully: “Whatever for? As they say where I come from, if you’re happy, why change? I’ve been organising trade fairs for many years and, believe me, Namur expo has a lot of advantages over competitors: its
Facts & Figures
central position in Wallonia, its easy accessibility by road and
Batireno
public transport, its pleasant environment and – I repeat –
20,000
visitors
L e p r ad o S . P. R . L .
Daniel Tambour
exhibitors
1993
2012
its team, which is dynamic, efficient and nice, too.”
44
170
Administator-Director – Venue customer
www.batireno.be daniel.tambour@batireno.be
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Meeting places Artexis Belgium Venue customers
“ PERFECT, CUSTOMISED SERVICE FROM START TO FINISH, THAT’S WHAT MADE THE DIFFERENCE”
In 2012 CARORL, a group of ENT anaesthetists, welcomed its members to Namur for the first time. Thanks to the teams at Namur Palais des Congrès it was a complete success.
Founded thirty years ago on the initiative of some French anaesthetists, CARORL assembles its 150 French, Swiss and Belgian members twice a year to share developments in the field of anaesthesia and reanimation. Having initially considered holding the congress in Brussels, CARORL eventually opted for Namur Palais des Congrès. “What convinced us was the quality of the reception, the customised assistance and the proximity to our facilities,” explains Alain Mayne, anaesthetist at the University Hospital Mont-Godinne in Yvoir and one of the organisers of the congress.
REMARKABLE FLEXIBILITY “From the very first contact we knew we were dealing with real professionals. They answered each of our questions quickly and
U C L D E M O N T- GO D I N N E
in a way that satisfied our specific needs. This meant we could Alain Mayne
concentrate on the congress programme,” Alain Mayne says. He
Anaesthetist – Venue customer
adds, “Artexis Belgium’s flawless organisation largely contributed to the complete success of our event and gave a very positive
www.linkedin.com/pub/alain-mayné/10/801/575 alain.mayne@uclouvain.be
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impression of Namur and the region as well.”
real life social media | 64 • 65
The Scandinavian Electronics Event (S.E.E.) moved to Kistamässan and gets plenty of help from a dedicated and forthcoming team.
Sweden has a long tradition of excellence in engineering, so there is strong demand for dependable supplies of high-quality electronic components. It is therefore not surprising that the Swedish Electronics Trade Association (SE) has around 190 active member companies, each striving to strengthen their business. “In 2010 we established and initiated the S.E.E. to support our members’ ambitions,” Lena Norder, Managing Director of SE, explains. The first edition of this biennial event was hosted by Stockholm Mässan. But, for the 2012 edition, the S.E.E. moved to a different venue in the Kista district of Stockholm. “That is where many important customers of our member companies are based,”
“The Kista team understood exactly what we were aiming for”
Lena Norder emphasises.
Unanimously praised “The people at Kistamässan were very helpful,” she says. “We wanted to try out an innovative concept. The Kista team understood exactly what we were aiming for and helped us create a very welcoming atmosphere. Largely thanks to their dedication and expertise the show became a big success.” “Our expectations were met and the 4,635 visitors’ feedback was very positive.” This proves the great added value of a trade fair: “The Internet informs, but the trade fair inspires. In two days you can meet more potential customers or suppliers than in the rest of the year.”
B R A N S C H K A N SLIET
Lena Norder Managing Director – Venue customer www.svenskelektronik.se & www.see-event.se www.linkedin.com/pub/lena-norder/1/1a7/218 lena.norder@branschkansliet.se
Connect
Meeting places Artexis Nordic Venue customers
“ The Artexis Nordic team clearly has an intimate understanding of our business” Facts & Figures Hem och Villa 2011
visitors
stands
34,039 277 House and apartment owners in the south of Sweden looking for interior design inspiration can count themselves lucky. From now on, the yearly Hem och Villa public fair is to be held at the brand-new Malmö exhibition centre, locally known as MalmöMässan.
“It’s an attractive shiny building,” Hem och Villa Project Manager Lotta Fors says. “From a distance it doesn’t even look like an exhibition centre and it’s remarkably bright and airy inside. It is also very practical. I have no doubt it was designed by people with a good understanding of the events and exhibitions business.” MalmöMässan centre is also strategically situated in the Hille district, close enough to Copenhagen to attract many Danish visitors as well.
The momentum is building “The service-mindedness of the new MalmöMässan management team is an additional asset,” says Lotta Fors. “They have an eye for the needs and wishes of both exhibitors and visitors. They think proactively and are very flexible in dealing with unforeseen circumstances. It makes my job much easier.” Another great plus, nowadays, is the Internet. Lotta Fors and her team use social media all the time. They organise lotteries and are constantly thinking up new initiatives to improve the communication
H E M o ch VILL A
between exhibitors and visitors. “It’s nice to know I can count on
Lotta Fors
the MalmöMässan team. Did you know the first edition of Hem och
Project Manager – Venue customer
Villa took place in a tent? Fortunately we’re now housed in this lovely building. Things are definitely looking up, in every way.”
www.linkedin.com/pub/lotta-fors/45/ba/182 https://twitter.com/lottafors1 lotta.fors@ssme.se
Connect
loyalty
disco
visitor ce 365-day shows
Smar
over
on-site experience
entricity
art Growth
the network of
market places.
real life social media | 68 • 69
“ Keeping in touch with visitors between fairs to better cater to their needs” One of the greatest challenges for our industry is, without any doubt at all, the relative decline in ‘visitor time’. They may be holding out better than the competition but Artexis and easyFairs intend to position themselves, even more than before, as organisations focussed on visitors’ needs. Anne Lafère (General Manager Artexis Exhibitions), Bosse Magnusson (COO Artexis Nordic) and Amélie Duraffourg (Group Marketing Manager easyFairs) explain.
Arte xis Belgium
Anne Lafère* General Manager Exhibitions www.artexis.com
*as representative of AD LIB Communications sprl
www.linkedin.com/pub/anne-laf%C3%A8re/0/919/48b anne.lafere@artexis.com
Connect
So what exactly is visitor centricity? Amélie: “Contrary to other industries we have two types of customers, the exhibitors but also the end-customers, the visitors. Thanks to our contacts with professional federations, we are already well aware of exhibitors’ expectations. Being focussed on the visitors means staying in contact with them between fairs and acquiring a better understanding of their expectations.”
Market places Artexis Group Visitor centricity
A r t e x i s N OR D I C
Bosse Magnusson Chief Operating Officer www.artexis.se www.linkedin.com/pub/bosse-magnusson/2b/a76/263 bo.magnusson@artexis.se
Connect
E A S Y F A IRS
Amélie Duraffourg Group Marketing Manager www.easyfairs.com be.linkedin.com/pub/amelie-duraffourg/3/575/769 amelie.duraffourg@easyfairs.com
Connect
So how is that different to a quality survey? Anne: “It’s a question of creating a real community focused on visitors’ interests. A community that lives not only during but especially outside the trade fair periods.” Bosse: “Social networks offer us a magnificent opportunity to inform visitors about new products in a sector, as well as to catch up with their details and their requirements. That puts us in an even better position to anticipate their needs and consequently to adapt our fairs, to identify new themes even.”
What are the benefits of this community for the visitors? Anne: “It will allow us to continue to improve the visitor experience. Both in terms of the content of the trade fairs and in terms of the form, so that visits won’t just be an interesting day, but a pleasant day too. Fairs will be an opportunity to go from virtual networking to real networking, thereby providing more added value for both visitors and exhibitors. Take tourism, for example. Reading blogs discussing a dream destination doesn’t ever replace the trip as such.” Bosse: “Besides, identifying new themes and catering to the needs of our visitors and the exhibitors allows us to consolidate our leadership position.” Amélie: “The paradox is that the more you work on your ‘visitor centricity’, the less you view visitors as just visitors and the more you see them as people with more complex needs. The parallel with politics speaks for itself. We need to do exactly the opposite of certain politicians, who only worry about their voters for a few weeks before the elections. The goal is to stay in touch with our visitor communities 365 days a year.”
real life social media | 70 • 71
e a s yfa i r s / A r t e x i s B e l g i u m
Eric Préat* Vice-President Product Development *as representative of EPM gvc
www.linkedin.com/pub/eric-preat/0/aa5/90 https://twitter.com/EricHenriP eric.preat@artexis.com
Connect
“ Smart Growth – A SELECTIVE GROWTH POLICY” Artexis Group has succeeded, in the course of time, in building a reputation for its capacity for development and successful growth. For Eric Préat, Vice-President Product Development: “Though the market circumstances may have changed, the aim is still exactly the same. The crisis in 2008 was actually enriching, because it showed us how to be more circumspect in our choices.”
Market places Artexis Group
Facts & Figures Artexis Group
FAIRS Exhibitors have become more rational in
PLANNING AHEAD, THE KEY TO OUR SUCCESS
their investments. Consequently, they limit
Moreover, the Group intends to invest
themselves to the fairs that deliver the best
in its existing products in order to make
results. Artexis Group is well positioned in
them even more profitable. “Our focus
this situation, having a large proportion of
in this respect is to make our existing
the leading fairs in their sectors.
fairs more attractive and as effective as possible.” In rethinking its strategic
KEY SECTORS
positioning, with a more targeted structure
Nevertheless, Artexis Group is not
and a qualitative approach, Artexis Group
resting on its laurels. “We are actively and
is laying the foundations for its future
constantly looking to develop in various new
growth. “Our intention is to provide ‘must
directions. To ensure successful growth,
visit’ fairs for the markets we serve,
Artexis Group has developed expertise in
creating the best conditions for suppliers
the identification and acquisition of new
and users, exhibitors and visitors to meet.
projects. The exhibitions we target are
With the focus on the visitors, the end-
already ‘musts’ in their sectors. One of
customers of our fairs. We are becoming
the essential requirements is that they are
a real life social media.”
active in key sectors. And, of course, they
By employing all of the Group’s creative
must be large enough to allow profitable
strength to achieve this aim, Artexis Group
development from the start, though
ensures its own continued growth and
obviously the availability of this type of
that of its products, both current and
project varies from one country to another.”
future.
2000
2012
4
137
in 15 countries
AIM OF THE GROUP: TO DEVELOP THE LEADING NAMES IN THEIR MARKETS Belgium
Horeca Expo, Belgian Boat show, Empack, Transport & Logistics
Europe
Packaging innovations, Solids, Maintenance Industrial Fast food
International
Realty, Art Brussels, Stocexpo, Packaging innovations
real life social media | 72 • 73
© Denia Zerouali
“ STRICT SELECTION OF STANDHOLDERS WITH ADDED VALUE”
Facts & Figures Art Brussels 2012
INTERNATIONAL CONTEMPORARY ART GALLERIES
182 ARTISTS
2,000 VISITORS
31,632 facebook
2,893 LIKES 49TALKING ABOUT In June 2012
Arte xis Belgium
Karen Renders was the face of and the driving spirit behind Art Brussels for years. She passed away on 10 October 2012. ART BRUSSELS
Market places Artexis Belgium Art
Over the past 30 editions, Art Brussels has grown to become a well-known international reference in the world of art fairs. One of the reasons visitors appreciate Art Brussels is that they can discover new talent there. Art Brussels is the leading contemporary art fair in Brussels. A good 31,000 art-lovers turned out for the 2012 edition. The visiting public is not just Belgian collectors, however. Approximately one third of them come from abroad. Brussels is a very attractive location for the art world. Its central position between Paris, London, Amsterdam and Cologne is a big advantage for Art Brussels. In 2012, Art Brussels assembled an international selection of 182 art galleries, representing more than 2,000 artists. Art Brussels is well known as the fair where young talent can be discovered. Thanks to the good balance of established and new artists, Art Brussels has developed into an important, not-to-bemissed event in the art world.
DELIBERATE CHOICE Gallery owner Albert Baronian also makes a fundamental contribution to the success of Art Brussels. He remained chairman of the selection committee even after Artexis Belgium took over the fair from him. “For 2012 there were a good 400 applications from galleries wanting to participate in Art Brussels,” he says. “That just shows how highly the sector rates our fair.” Art Brussels deliberately limits the number of standholders. The atmosphere is important. “We don’t want to be too big either. You can visit the fair easily in one day.” The selection of the exhibitors is based on the added value they can bring to the fair through their network of artists and collectors. The fact that there is a lot of interest in exhibiting at Art Brussels is all to do with the reputation of Belgian collectors, says Albert Baronian. “Belgian collectors are well known for their daring. So
A L B ERT B A RO N I A N
gallery owners can take more risks and give young
Albert Baronian
artists a chance.”
President selection committee Art Brussels www.albertbaronian.com albertbaronian@yahoo.fr Connect
www.artbrussels.be
real life social media | 74 • 75
“ PROFESSIONAL ADVICE IS AN IMPORTANT DIFFERENTIATOR IN OUR MARKET” A visit to a trade show is not always limited to discovering, choosing or buying. Many visitors need independent, professional advice. At bis, bouw&reno and HOUT&HABITAT, Artexis Belgium clearly meets this need.
With bis at Flanders expo, bouw&reno and HOUT&HABITAT at Antwerp expo, Artexis Belgium has three successful fairs
Facts & Figures
in its portfolio dedicated to construction,
Artexis Belgium
renovation and real estate. There’s a
BIS 2011
82,400
VISITORS
500 EXHIBITORS
reason for this success. “The fairs offer says Bob Christiaens, Group Exhibition Bob Christiaens*
36,273
VISITORS
270 EXHIBITORS hout&HABITAT 2011
10,268 VISITORS
80 EXHIBITORS
Manager at Artexis Belgium. “Visitors can
Group Exhibition Manager www.artexis.com
bouw&reno 2012
more than just the traditional sales stands,”
Arte xis Belgium
bob.christiaens@artexis.com bis, bouw&reno, HOUT&HABITAT
*as representative of Exporama nv
Connect
get independent professional advice at the fairs too. That’s how we create interaction between the fair, the standholders and the visitors. That’s what makes the difference.”
Market places Artexis Belgium Building
Visitors can register online in advance. They can then get advice during the fair from all sorts of professionals: an architect, an insulation specialist, someone who knows all about solar panels and heat pumps, and so on. It is a popular formula. During the previous edition of bis, 1,100 visitors signed up for an individual meeting with a specialist. “We offer a wide range of subjects,” Bob Christiaens adds. “They might deal with subsidies and grants, or they might equally talk about home robots or sanitary systems. As fair organisers, it is important for us to offer this extra service. Visitors don’t just come to the fair to buy, they come to discover new products and get advice as well. It creates extra loyalty between the fair, the exhibitors and the visitors.”
DISCOVERING NEW SOLUTIONS Sax Sanitair knows that too. The wholesaler has had a stand at bis for the past twentyodd years. “It’s the main fair in Flanders for us,” says Ronald Kerckhaert, CEO of Sax Sanitair. Over the years, the company’s stand has developed into one of the main attractions at the show. “Private individuals, plumbers and developers come to the fair to discover new products,” Ronald Kerckhaert says. “Amongst other things, we show them all the new green and sustainable products, including those related to solar energy.” This exemplifies the beneficial synergies between exhibits and the free advice on offer. Once they have obtained independent advice, visitors can then go and see the solutions on the exhibitors’ stands. S A X S A N ITA IR
Ronald Kerckhaert CEO – Exhibitor bis
www.bisbeurs.be
www.sax-sanitair.be r.kerckhaert@sax-sanitair.be Connect
real life social media | 76 • 77
“Close consultation with the sector has made Realty a success”
Artexis Belgium always develops the best formula for its business summits with visitors, exhibitors and professional federations. Amongst the events that have undergone the strongest growth, Realty is a perfect example.
Realty is an international professional trade fair dedicated to real estate, combined with a programme of seminars where supply meets demand. “Realty worked in close consultation with the sector and identified an opportunity,” explains Gregory Olszewski, Group Exhibition Manager at Artexis Belgium. “In other countries professional real estate fairs have been around for a long time, but not in Belgium.” When it carried out a small survey of the sector, Artexis immediately noticed a very definite interest. “It’s a formula that works well. We maintain close contact with all the stakeholders: the visitors and exhibitors, as well as the professional federations and other organisations active in the sector.” This is a very concrete way for Artexis Belgium to bring the contents of the fair and the seminar programme into line with the needs of
Arte xis Belgium
the market. The figures are revealing – this approach does bear fruit. Since the launch in 2009, the number of exhibitors and visitors has
Gregory Olszewski
risen meteorically. “For the next editions we are again counting on an
Group Exhibition Manager
annual growth rate of around 10%,” Gregory Olszewski says. Realty is
www.linkedin.com/pub/gregory-olszewski/3/136/4
one of the fastest growing professional trade fairs in Artexis Belgium’s
https://twitter.com/GregOlszewski gregory.olszewski@artexis.com Realty, Energy Forum, Green Expo, Stone Expo
Connect
Business Summits & Professional portfolio. Energy Forum, Green Expo and Stone Expo are part of that portfolio too.
Market places Artexis Belgium Business Summits & Professional
Realty 2012
“Realty is the only big professional fair for the Belgian real estate sector,” explains Gaëtan Clermont, CEO of the real estate group CBRE in Belgium, Luxembourg and Switzerland. “As a player in the real estate market, you can’t miss Realty. Besides, the close collaboration with the federations gives the fair a positive image, a professional feeling and credibility.” As far as the visitors are concerned, this collaboration guarantees the quality of the fair and the seminar programme, too. At the same time, as a relatively new professional trade fair, Realty offers more than adequate growth potential. “I’m thinking mainly of its appeal to foreign partners, both exhibitors and visitors,” says Gaëtan Clermont. “A great many foreign investors are beginning to discover Realty. That means a host of possibilities for the future.” www.realty-brussels.be
Facts & Figures Realty 2012
exhibitors
125 1,500
seats
• 750 chairs, bar stools and sofas provided for the exhibitors’ stands. • 140 seats that Artexis provides in communal areas. • 6 00+ chairs in the seminar halls.
C B RE
Gaëtan Clermont CEO CBRE Belgium, Luxemburg, Switserland Exhibitor Realty
Evolution of visitor numbers
3,050 3,2010400 4,800 5,305 2009 2011 2012
www.cbre.com gaetan.clermont@cbre.com Connect
real life social media | 78 • 79
“ALWAYS ON THE LOOKOUT FOR TRENDS AND NEW PRODUCTS” Standing still is regressing. Horeca Expo owes its success firstly to its size – it is the largest trade show of its kind, offering a complete range for the whole sector; but it is also successful because it is constantly evolving. Horeca Expo is one of the main trade shows in the Artexis
Arte xis Belgium
portfolio. The exhibition has existed for 24 years and has Nancy Lippens
become a fixed asset for hotel and catering professionals. It
Group Exhibition Manager
is a big exhibition, too. Horeca Expo easily fills the eight halls of Flanders expo. That success is no accident. “Every year
www.linkedin.com/pub/nancy-lippens/14/103/a27 https://twitter.com/LippensNancy nancy.lippens@artexis.com Horeca Expo
Connect
we work on the quality and professionalism of the show. At the same time, we keep a finger on the pulse. We listen to what’s going on in the sector and follow up on the wishes
Market places Artexis Belgium Hospitality
and suggestions of the exhibitors and visitors.” In addition,
increasingly looking for ways to use the social media to
we have excellent relations with the various professional
promote their business. The fair has picked up on that trend.
federations and the trade press,” says Nancy Lippens,
With a partner we have set up an experience corner where
Group Exhibition Manager at Artexis.
visitors can go for information and tips, and where they can discover the new hardware as well.”
MEETING EXPECTATIONS This means that Horeca Expo is continually evolving. Each
KEY ELEMENT
edition of the fair is right up to date. “We are always on the
Having participated 12 times, Maes Inox has become a
lookout for innovations and follow the trends in the hotel and
fixed asset at Horeca Expo. “The added value of the fair is
catering industry closely. Horeca Expo is a trade show for
beyond question,” says Managing Director Herman Maes.
the whole hotel and catering industry, from cafés and chip
“For us, Horeca Expo functions as a barometer. The fair
stands to the top restaurants and hotels. The result is a very
shows us what the coming year has to offer.” What appeals
broad range: food and drinks, decoration and hygiene, IT
most to Maes Inox at Horeca Expo is the direct contact with
and cooking techniques – it’s all there. But visitors don’t
the national and international visitors. In addition, this West-
only come to see suppliers and discover new products,
Flanders company, which specialises in kitchen design and
they’re also looking for advice. By surrounding ourselves
the manufacture of induction kitchens, uses the fair as a
with strong partners we can successfully provide what they
platform for launching new, innovative solutions. “Horeca
want.” Horeca Expo attaches a lot of importance to the fair
Expo’s international allure ensures extra resonance too,”
experience too. “We know that visitors set aside quite a lot of
according to Herman Maes. “There’s no doubt that the
time for a visit, so it’s important for us to offer them the right
exhibition plays a key role in the success of our company.”
information during their visit. We do this through seminars, cooking demonstrations, master classes and so on.” In 2012 the focus was on the use of social media in the hotel and catering industry. As private individuals, professionals from the sector have often been familiar with Facebook and Twitter for a while. Nancy Lippens: ”But now they are
www.horecaexpo.be
Facts & Figures Horeca Expo 2011
PROFESSIONAL VISITORS
51,000 620 EXHIBITORS M A ES I N OX
BRANDS
Herman Maes CEO – Exhibitor Horeca Expo www.maesinox.be herman@maesinox.be Connect
3,000
real life social media | 80 • 81
“ CONTINUE TO MODERNISE, BUT RESPECT THE CONCEPT” It remains a challenge for every successful exhibition, but it is not impossible. Countryside has struck the right balance between recognition of the original show concept and the demand from exhibitors and visitors for modernisation.
Arte xis Belgium
Eveline De Bruycker Exhibitions Supervisor www.linkedin.com/pub/eveline-de-bruycker/32/8a8/a3 eveline.debruycker@artexis.com
Countryside, Belgian Boat Show
Connect
Market places Artexis Belgium Leisure
Countryside has developed into the leading fair for country
halls. Forty per cent of the visitors stay there for four to six
living. Authenticity is the leimotif, even though Countryside has
hours. But the audience does not consist exclusively of
modernised the concept for the 2012 edition. “Countryside
visitors who aim straight for a particular set of exhibitors.
is a strong and stable product,” says Eveline De Bruycker,
Countryside is also a fair where people like to stroll around
Exhibitions Supervisor of Countryside and Belgian Boat Show
and take the time to discover new products, to take part in
at Artexis. “But that doesn’t mean that we don’t continually
workshops or to enjoy demonstrations at the cookery theatre.
innovate. This ongoing evolution is the focal point of Artexis in general and of a public fair like Countryside in particular.”
CONTACT WITH THE GENERAL PUBLIC ID Woondecoratie is an interior decoration business from
MORE PROFOUND EXPERIENCE
Bornem that has had a stand at every edition of Countryside.
“As an organiser you have to dare to question yourself year
“Participating in a specialised fair like Countryside gives
after year,” Eveline De Bruycker believes. “You have to get
us the opportunity to make direct contact with the general
a feeling for which way the market is evolving. You have to
public”, says the owner of the business, Inez Dochez. “We
listen to the needs and wants of the exhibitors and visitors.”
see the number of visitors to our stand increase every year.
In response to their specific demands, the organisers have
The total concept and the focus on authenticity are what
improved the show’s segmentation. Countryside is divided
make Countryside successful. That fits in well with what we,
into seven zones now, with authenticity a central theme for
as exhibitors, offer in terms of country living.”
each of them. That optimises the visitor experience. Visitors to Countryside spend on average four hours in the exhibition
www.countryside.be
Facts & Figures Countryside
17 EDITION in 2012 th
VISITORS 2011
40,000 70%
LOYAL VISITORS
300 EXHIBITORS
BOUGHT SOMETHING AT THE FAIR
93%
I D w o o nd e c o r at i e
Inez Dochez Owner – Exhibitor Countryside www.notarishuis.be ines.dochez@hetnotarishuis.be Connect
real life social media | 82 • 83
Facts & Figures Bois & Habitat
77.7%
of visitors intend to contact an exhibitor after the exhibition.
75%
of exhibitors state that they have achieved their objectives.
87.9%
of visitors have found answers at the exhibition.
90.9%
of exhibitors come to B&H to make new contacts.
Energie & Habitat
95%
of visitors have found answers at the exhibition.
7 10
81.4%
of visitors intend to visit an exhibitor after the exhibition.
81,3% of visitors give the exhibition an overall rating of more than 7/10. 87,6% of exhibitors give the organisation a rating of over 7/10 during the exhibition.
“ Our job is to make the exhibition medium available to an industry sectors”
Market places Artexis Belgium Artexis Expo
The days when trade fairs resembled some shambolic student flat share, where visitors and exhibitors bumped into each other almost by chance, are long gone. Today, going to a trade fair is more like a market survey than a Sunday afternoon stroll in the park. Alongside Artexis Belgium, Artexis Expo likewise organises five shows representing the business in Belgium’s francophone Walloon provinces.
“Field studies have become an indispensable tool for
Good partnership
ensuring the success of a fair,” says Jean-Thomas
More than ever, a good exhibition is a partnership
Leplat, General Manager Artexis Expo. Exhibitors
between the professionals working in an industry
and visitors are much in demand so they want to be
sector and marketing professionals. “We rely on the
sure that they are participating in the ‘right’ exhibition.
support of the professionals within a branch and, in
Consequently, Artexis researches the requirements
return, we help them to make contact with a public
of different sectors and audiences so that it can then
they would have difficulty reaching on their own.
approach professionals and help them to develop
We are the only ones to offer such broad know-how
concepts and themes for attractive exhibitions.
in Belgium.”
“Our job is to put the trade fair medium at the disposal
Finally, field studies make it possible to target those
of an industry sector. But we are not specialists in
exhibitors who are most appropriate for a particular
this sector. Together, we define the right concept
topic, on the one hand, and the audience that the
and the right content for the show. Representatives
exhibitors would like to meet on the other. After all,
of the sector have a clear idea of the sort of content,
exhibitors increasingly consider exhibitions to be like
conferences and themes that will interest the
any other medium, and they want to know the profiles
audience. We are marketing people.” In some cases,
of the visitors as precisely as possible.
the demand comes straight from the sector itself. An example is the Wood2Build fair, which will take place
Best return on investment
in 2013 and will bring together professionals in wood
Mastery of these marketing tools allows Artexis
construction.
to provide ultimate market places in very different sectors, from modern art to construction with wood, pleasure boating and a variety of others. The main thing is that exhibitors are always extremely
A RTEXIS B ELGIU M
satisfied. “In the end, 81% of our exhibitors say that our shows deliver the best return on investment,
Jean-Thomas Leplat* General Manager Artexis Expo *as representative of AGRESTAND sprl
better even than the Internet!”
www.linkedin.com/pub/jean-thomas-leplat/6/30a/566 https://twitter.com/JeanthoL jeanthomas.leplat@artexis.com
Connect
antica namur, eurantica brussels, bois & habitat, energie & habitat, wood2build
www.artexis.com
real life social media | 84 • 85
“ Fairs Consult and Artexis Belgium are perfectly complementary”
Fairs Consult develops fair concepts and lets them acquire the necessary maturity in the market. If a concept is ripe for further exploitation, Fairs Consult passes the torch to Artexis Belgium. Fairs Consult is a subsidiary of Artexis Belgium. The company’s core activities consist of the development and fine-tuning of trade fair concepts. In addition, Fairs Consult also works on the internationalisation of the Second Home International trade fair and the development of fair concepts like BIBAC expo, a trade fair for the bakery industry. “The development of a new fair concept is typically less obvious than you might think,” says Luc Paeme, Managing Director of Fairs Consult. “You must constantly dare to question yourself and your ideas and test them against reality. That is not always easy.” Specifically, Fairs Consult passes on finished trade fair concepts to its parent company, Artexis Belgium, for further exploitation. But this also works in reverse; for example, if a fair needs a new direction. Luc Paeme: “When that happens, we take an existing fair under our wings and look for a way to fine-tune the concept or the way it is interpreted.” In this respect, Fairs Consult functions as an incubator for fair concepts, with the advantage that the company can count on the broad support of Artexis Belgium.
F A IRS C O N SULT
Luc Paeme* Managing Director *as representative of D.P. Consult bvba
www.fairsconsult.be www.linkedin.com/pub/luc-paeme/b/308/512 l.paeme@fairsconsult.be S econd Home International, BIBAC Expo
Connect
Market places Artexis Belgium Fairs Consult
“ TAKING SECOND HOME INTERNATIONAL ABROAD” Following the success of Second Home International ‘at home’ in Belgium, Fairs Consult is ready for the next step. The organisation is taking the fair abroad. As an incubator within Artexis Belgium, Fairs Consult is involved in a variety of fair concepts. This subsidiary of Artexis Belgium organises fairs such as Second Home International (formerly Second Place), for example. Now Fairs Consult is taking the fair abroad too. “The concept for Second Home International was developed in the Belgian market and optimised in the course of twelve editions,” says Henkjan Prins, Project Manager Second Home International at Fairs Consult. “The visitors are central to the event. They get the products presented to them via an optimal platform, or social medium in real life, if you like. Many exhibitors operate in a variety of different European countries. So geo-cloning is logically the next step.” Geo-cloning is the principle whereby the organiser copies a successful fair concept to a new market – i.e. abroad. Henkjan Prins: “Belgium is a leader in the market for second homes. Belgians like to invest in real estate. At the same time, there is always an emotional factor. For many people, buying a second home is a dream
Facts & Figures
come true, which also conduces to the success of
Second Home Ghent
the fair.” Fairs Consult organised Second Home in The
VISITORS
5,100 125 EXHIBITORS
Netherlands for the first time at the end of 2012. The first Norwegian edition in Oslo is planned for 2013. www.fairsconsult.com
F A IRS C O N SULT
Henkjan Prins*
Offered houses
25,000
Project Manager Second Home International – Partner *as representative of Immo Events bv
www.linkedin.com/in/henkjanprins https://twitter.com/henkjanprins h.prins@fairsconsult.com
Connect
real life social media | 86 • 87
“ New business is fundamental to an exhibition organiser”
Facts & Figures Artexis Nordic
sveriges bageri
105 7,179
exhibitors
visitors
SIGN scandinavia
80 3,339
exhibitors
visitors
Mötesplats samhällssäkerhet
52 1,641
exhibitors
visitors
Market places Artexis Nordic
Artexis Nordic is dedicated to exploring the demand for new meeting and events formats – not only within the areas already covered in our existing portfolio, but also in areas where face-to-face meetings make a difference in developing business and know-how.
“The management of exhibition halls and conference centres and the organisation of meetings and events is a highly competitive business. Exploring the possibilities and opportunities for new business is key,” says Business Area Manager Exhibitions and New Business for Artexis Nordic, Björn Wengse. What does he do when he’s not busy putting exhibitors in touch with visitors for face-to-face networking? Wengse: “Well, I’m behind the scenes, interviewing companies and associations, collecting information regarding the need for new meeting places and themes in a broad spectrum of industries.”
Putting your ear to the rail From a bakery show to a security conference on how to deal with various threats to individual citizens and society, the range of industries and topics is vast. Wengse explains: “You need to be very alert – not only to what is happening in the area of events as industries evolve, but also to what is coming around the corner. It’s like putting your ear to the rail to hear the next train approaching. We explore in two directions as we look for opportunities: 1. develop existing events to meet new industrial and societal requirements, 2. create new events – working with associations, organisations, town councils, etc. to find common interests. We try to reflect the industry as a whole. Sometimes we start with a small meeting that has the potential to grow into a large conference or exhibition. There are opportunities in all industries – wherever there’s a need for education, exchange, face-to-face interaction and/or networking.”
exploring new opportunities
A r t e x i s N OR D I C
Artexis Nordic dedicates a lot of resources to exploring new business
Björn Wengse
opportunities. Associations and organisations of all kinds, all around
Business Area Manager Exhibitions and New Business
the world and especially in the Nordic countries, should rest assured that they can come to Artexis Nordic with an idea for a future meeting
www.artexis.se www.linkedin.com/pub/björn-wengse/11/bba/b9 bjorn.wengse@artexis.se
Connect
or event and that they will partner with them to custom-fit the arena for that particular industry and theme.
real life social media | 88 • 89
“ To be successful in our line of business, you need to be sensitive to change” Facts & Figures Artexis Nordic
Caravan & camping Stockholm
65 8,320
exhibitors
visitors
6,500 m2
There are 295 caravans per 10,000 inhabitants in Sweden which makes us the number one in Europe. Sweden also has 65 motorhomes per 10,000 inhabitant which puts us in second place after Finland.
Apoteksmässan
170 2,199
exhibitors
visitors
2,233 m2
Since the deregulation, 313 new pharmacies were opened in Sweden which is an increase of 34%. The pharmacies are divided between 26 owners. The industry employs 10,000 people.
Artexis nordic
Lina Hann Project Manager www.linkedin.com/pub/lina-hann/36/9b4/39a lina.hann@artexis.se
Connect
Caravan Stockholm, Apoteksmässan, ekonomimässan
When it comes to responding swiftly to new market trends and evolutions, Project Manager Lina Hann can speak from ongoing practical experience. Together with her team she has been successful in developing and promoting trade shows that cleverly ride new trends.
Market places Artexis Nordic
“As the market for caravans and motorhomes was growing fast in Sweden, we decided to clone our Caravan & Camping show from Kistamässan in Stockholm to our Malmö venue,” Lina Hann says. “The immediate success of this move demonstrated the validity of Artexis Nordic’s strategic approach. It also strengthened our position as a challenger fighting a well-entrenched competitor.” Lars Bergholm, exhibitor at the Caravan & Camping show and CEO at Bergholms Försäljning confirms: “We have been importing seven brands of German motorhomes and caravans for 20 years now and we very much welcome this new initiative. Over the past 10 years mobilehome and caravan holidays have steadily gained in popularity in Sweden, especially in the south of the country. Kudos to the
B ERG H OL M S F ÖRS Ä L J N I N G
organisers of this show for having spotted and seized this
Lars Bergholm
opportunity. We took a big stand at the exhibition, organised
CEO – Exhibitor Caravan & Camping
a VIP evening, hired actors to liven up our events and got lots
www.bergholm.com
of publicity in the process. It was a commercial success and I
www.linkedin.com/pub/lars-bergholm/11/333/402 lars@bergholm.com
Connect
trust it had a positive effect on the trade show itself.”
Leveraging the exhibitors’ efforts “Competition sparks inventiveness,” Lina Hann continues. “The deregulation of the Swedish pharmacy market in 2009 led us to launch Apoteksmässan in 2010. It’s a trade fair that attracts an audience of pharmaceutical industry staff, dieticians and other professionals in the public health sector. They have welcomed the show as a means to orient themselves in a market that holds promise but isn’t stable yet.” “Artexis Nordic timed it perfectly,” Annika Hjerpe, exhibitor Apotheksmässan and Communication Manager at Svensk Egenvård affirms: “Today, our plant-based pharmaceuticals and dietary supplements are sold over the counter in Swedish pharmacies and supermarkets, but people still miss reliable and accurate information on how to use them safely and effectively. That’s why I am organising seminars and disseminating books and articles. So, you can imagine how happy I am to have Apoteksmässan on board. Usually I work alone in my office, but I consider the people of Artexis Nordic SVE N SK EGE N V Å R D
as my colleagues. They are always ready to help and leverage
Annika Hjerpe
my efforts. Last year 75% of the trade show visitors also
Communication Manager – Exhibitor Apoteksmässan
attended our seminars.” “We do our best,” Lina Hann concludes. “To be successful in
www.svenskegenvard.se
our line of business, you need to be sensitive to change. And
www.linkedin.com/pub/annika-hjerpe/4/158/613 annika@svenskegenvard.se
Connect
in this case I’m sure we were.”
real life social media | 90 • 91
“ I’m passionate about all the exhibitions I organise and manage”
The success of an exhibition depends largely on the team that is behind it. Gital Al-Ebeyawi is project manager with Artexis Nordic. She organises some very successful exhibitions, into which she puts heart and soul.
“I am passionate about all the exhibitions I organise and manage,” she says. “I put my soul into my work. The last weeks before an exhibition, family and friends can’t speak to me. I live in my own world.” Gital Al-Ebeyawi is one of the driving forces behind Gamex, the most important gaming event in Scandinavia. The exhibition was first organised in November 2010. Gital Al-Ebeyawi: “For that first edition we had expected an attendance of about 14,000, but more than 28,000 visitors turned up. It turned up, a big surprise to us considering the fact that so many people showed up, considering the fact that Gamex is not exclusively for fanatic gamers. We attract many families where one or two family members play once or twice a week. This show has a lot to offer to many people.”
A r t e x i s N OR D I C
We also asked one of the exhibitors, Jenni Sten, product manager at Namco Bandai Partners Nordic AB, why she thinks Gamex is
Gital Al-Ebeyawi
such a success. “In our industry you have to stay close to the end
Project Manager
consumer. Gamex is a perfect venue for meeting fans, socialising
www.artexis.se
with them and getting to know them personally. An exhibition has
www.linkedin.com/pub/gital-al-ebeyawi/1b/761/a28 gital@artexis.se Gamex, sett
Connect
become a social medium, but in real life.”
Market places Artexis Nordic
Learning in the 21st century Facts & Figures
Another of Gital Al-Ebeyawi’s projects is SETT, which stands for
GAMEX
Scandinavian Educational Technology Transformation. This exhibition lets teachers familiarise themselves with modern teaching techniques, such as
visitors
27,251
55 exhibitors
the interactive use of PCs and smartboards in the classroom. Fredrik Svensson, Head of Academy (Rektorsakademien Utveckling) and co-founder of SETT says: “SETT is Scandinavia’s most interesting meeting place for anyone taking a professional interest in modern teaching and learning methods. The exhibition and conferences are most inspiring. They uncover new methods on how modern teaching and learning techniques can enhance productivity and effectiveness in schools.” The first SETT took place on 25 and 26 April 2012. Again expectations were surpassed. Gital
SETT
Al-Ebeyawi: “We had hoped for 750 visitors. Eventually 4,700 attended
visitors
4,646
50 exhibitors
the exhibition and conferences. Most of them were teachers, very friendly people indeed, but they are very keen on structure and punctuality. When a conference started one minute late, they asked me why it hadn’t started yet. In February 2013 we launch a new show centered around beauty. And we also organise an exhibition specially for bakeries, called Sveriges Bageri. There is so much to do here, and I love it!”
N A M C O B A N D A I P A RT N ERS
REKTORS A K A D E M IE N UTVE C KLI N G A B
Fredrik Svensson
Jenni Sten
Head of Academy Development – Exhibitor SETT
Project Manager – Exhibitor GAMEX
www.linkedin.com/pub/fredrik-svensson/0/97a/866
www.linkedin.com/in/jennisten
https://twitter.com/tankom_fredrik
https://twitter.com/JenniESten jenni.sten@gmail.com
Connect
fredrik@rautveckling.se
Connect
real life social media | 92 • 93
“ You can tell that they rate exhibitors’ long-term satisfaction much higher than shortterm moneymaking”
Sweden has fallen in love with gardening and interior decoration. It happened quite suddenly. Cecilia Eckervig, Project Manager of the Rum och Trädgård fair which is held yearly at Kistamässan in Stockholm, finds it hard to explain where this huge interest has come from. “It may be a by-product of the growing environmental awareness in our country,” she hypothesises. But one thing is clear: Rum och Trädgård has the wind in its sails.
A r t e x i s N OR D I C
Cecilia Eckervig Project Manager www.artexis.se www.linkedin.com/pub/cecilia-eckervig/2/546/246 https://twitter.com/CeciliaEckervig cecilia.eckervig@artexis.se
Connect
Rum och Trädgård. Future: Uppley Svergige, Ekobygg
2012 saw the fifth edition of Rum och Trädgård. “It was a huge success,” Cecilia Eckervig says. “The number of exhibitors has grown by 15% this year. We welcomed over 20,000 visitors, which was also an increase of 15%. On the 2,700 m2 of exhibition space available for this show, we had twenty inspirational gardens and many stands demonstrating products and materials for interior and exterior decoration. There were constant seminars and counselling sessions for amateur gardeners and decorators. People in Sweden are always yearning for the spring to come. That is why this fair is scheduled in March and/or April.”
Market places Artexis Nordic
Helping the exhibitors to do better business According to Grahame Waite, exhibitor at Rum och Trädgård and owner of Green Garden Home, the fair is an excellent forum to do business with all garden-related products. “The organisers keep encouraging exhibitors to create GREE N G A R D E N H O M E
inspirational stands,” he says. “That is how Rum och Trädgård manages
Grahame Waite
to capture and fire the visitors’
Owner – Exhibitor Rum och Trädgård
imagination, time and time again. www.linkedin.com/pub/grahame-waite/35/a8b/209
I am always glad to take a stand at
https://twitter.com/GGHomeDanderyd
Kistamässan.”
info@greengardenhome.se
Facts & Figures Rum och Trädgård 2012
5 edition this year 15% th
Growth
visitors
Connect
Pia-Maria Sjöberg owns and runs
long-term satisfaction much higher
Ambiance, a boutique in Stockholm
than short-term money-making.”
and an online shop serving an ever-
“Oh, you can rest assured that we
growing number of customers all over
aim to build a successful business,”
Sweden. “We sell New England style
Cecilia Eckervig laughs. “But you
indoor and outdoor furniture and home
are right in thinking that we wish to
accessories,” she says. She also
achieve success together with our
considers herself a satisfied exhibitor.
partners: the exhibitors, the media, the
“The team that organises this fair is
visitors and all the people working in
truly committed to turning each show
the industry. Artexis Nordic is indeed
into an even greater success than the
growing. And we want our growth to
previous one. They’re very supportive
be sustainable, both in the economic
and accessible for their customers.
and ecological meaning of the word.”
That’s because they rate exhibitors’
+ 18,246 exhibition space
2,700
m2
inspirational gardens
twenty
AMBIANCE
Pia-Maria Sjöberg Owner – Exhibitor Rum och Trädgård www.ambiance.se info@ambiance.se Connect
real life social media | 94 • 95
“ We want to get closer to both the exhibitors and the visitors”
easyFairs Belgium made a name for itself as the organiser of trade shows
As an industrial trade show organiser, easyFairs has evolved from being a challenger to one of the market leaders. Today, the company is broadening its concept.
such as ECL & HVAC, Empack, Print, Transport & Logistics, Solids, Maintenance and Pumps & Valves. A series of acquisitions accelerated the growth. “We brought a new concept to the market,” says Michel De Maeyer, Managing Director of easyFairs Belgium. “We have always aimed to make life simple for the exhibitors. Doing business is the main focus of attention and participation is within the reach of companies with smaller budgets. This also adds to the visitor experience, because it ensures that startup companies and innovators are present as well as established players.”
real life social medium In recent years, easyFairs Belgium has grown into the market leader for B2B trade shows. “So we needed to adapt our approach a little to this role. We invest far more in giving visitors a great experience with a varied programme of seminars and other show features such as keynote speakers, debates and workshops. We are very visitor-oriented. “We want to get closer to both the exhibitors and the visitors. We want
E A S Y F A IRS B ELGIU M
to be a physical social media platform, a real market place where buyers and suppliers can network. A visit to an easyFairs show should provide a
Michel De Maeyer* Managing Director
glimpse into the future of their business and their sector. *as representative of DEMACS gvc
www.linkedin.com/in/micheldemaeyer https://twitter.com/MichelDeMaeyer michel.demaeyer@easyfairs.com
Connect
“Other countries where easyFairs does business are going through a similar evolution,” says Michel De Maeyer. “In these countries we can make optimum use of the experience we have built up in Belgium.”
Market places easyFairs Belgium & The Netherlands
“ Social media remind potential visitors about our trade shows throughout the year”
easyFairs The Netherlands organises technical trade shows on such varied themes as transport, logistics, packaging, food technology, industrial automation, etc. One thing they all have in common, though, is growth.
Cornelien Baijens, Managing Director of easyFairs The Netherlands, cites Empack as an example. “It’s our biggest and best show. Empack is all about packaging technology and sustainable materials. Last year’s edition marked the show’s 10th anniversary with 340 exhibitors, more than 400 stands and around 5,500 professional visitors. The show keeps on growing.”
Time & cost-effective Empack still takes place at its original venue, De B rabanthallen in ‘s-Hertogenbosch. Cornelien Baijens explains: “The region has the highest concentration of packaging and food companies in The Netherlands. The choice of location typifies the easyFairs’ approach: we always select a venue based on the target audience. We see to it that a visit is as time & cost-effective as possible. This has a positive impact on attendance figures and
Facts & Figures easyFairs The Netherlands
nothing is more motivating to an exhibitor than a big turnout of interested visitors.” As is the case with easyFairs’ other trade shows, Empack provides access to a euro-wide online catalogue, a key feature of the Online365 Pack™, which extends the exhibitor’s market exposure to 365 days a year. Cornelien Baijens continues: “We also maintain an active presence on LinkedIn and Twitter, which draws the attention of potential visitors throughout the year.”
E A S Y F A IRS t h e N ET H ERL A N D S
Cornelien Baijens Managing Director www.easyfairs.com www.linkedin.com/in/cornelien cornelien.baijens@easyfairs.com
Connect
10 exhibitions
17,278 visitors Empack
25% 3/4
of The visitors to EMPACK 2012 are c-level managers of the exhibitors confirmed their participation during EMPACK 2013
real life social media | 96 • 97
Facts & Figures easyFairs Germany-Austria
GROwTH of Schüttgut exhibitors
2006
350
60
2012
Schüttgut is one of easyFairs’ top-calibre trade shows for the bulk solids industry. Visitor and exhibitor numbers keep growing thanks to the on-site and online efforts of the easyFairs team.
Schüttgut is strategically located in the Ruhr region of NordrheinWestfalen, at the industrial heart of Germany. According to
“ There’s nothing like onsite experience to engage potential customers”
Siegbert Hieber, Managing Director of easyFairs Germany-Austria, “This illustrates our ‘think global – act local’ philosophy. In 2006, we launched Schüttgut as a regional fair on an 18-month cycle with a focus on storage, measurement and transport. The show has grown substantially since then, from 60 exhibitors to 350 in 2012. We’ve gradually extended the concept and managed to attract visitors from all over Germany and Europe. Still, we remain true to our roots and are staying in the Ruhr region.”
Permanent Euro-wide exposure Just like all other easyFairs shows, Schüttgut introduced the Online365 Pack™ in November 2011. The pack includes an online catalogue where exhibitors can upload their commercial and technical information. “We enable our exhibitors to maintain an online presence throughout the year,” Siegbert Hieber explains. “This complements the on-site platform, which provides
E A S Y F A IRS GER M A N Y- A USTRI A
unparalleled opportunities to engage potential customers.” Siegbert Hieber
The easyFairs team is constantly motivating exhibitors to keep
Managing Director
the information in the online catalogue up-to-date. “All visitors to easyFairs trade shows can access the catalogue,” says Siegbert
www.easyfairs.com siegbert.hieber@easyfairs.com Connect
Hieber. “It’s a search engine for all branches of industry, creating permanent euro-wide exposure for our exhibitors.”
Market places easyFairs Germany/Austria & Switserland
“A tight-knit team enables easyfairs to continue to meet the expectations of visitors and exhibitors”
Verpackung Schweiz was easyFairs’ first trade show on Swiss soil. That was in 2006 and the six following years have been marked by steady growth.
Peter Cologna, Managing Director of easyFairs
Cologna says. “What visitors really value is good
Switzerland, explains: “Verpackung is a fine example
sector coverage, a sharp focus on trends and
of geo-cloning. The show concept was developed in
innovations and a high-quality content programme
Germany and the trade show was introduced here
featuring star speakers. If a show meets the needs
by our German colleagues, with whom we worked
and wants of its visitors, it becomes much easier
collaboratively as a team for quite a while.”
for the exhibitors to generate commercial leads and
Since then, the cloning of trade shows has become a
be successful.”
proven tool in the hands of the Swiss easyFairs team.
Still, the most critical success factor is teamwork,
Peter Cologna cites the example of Labotec, a show
Peter Cologna concludes. “Our project managers,
similar to Lab Innovations in the UK. “The Labotec
marketeers and salespeople are a tight-knit team
concept was custom developed for the Swiss
and they also liaise with interest groups and trade
chemical and pharmaceutical industries. We cloned
associations. Good teamwork ensures that a trade
the show from French-speaking to German-speaking
fair continues to meet the needs and wants of
Switzerland and it now alternates biannually between
visitors and exhibitors.”
the two regions. Both visitor and exhibitor numbers demonstrate an impressive growth – as they do in all
E A Sy F A IRS SWIT Z ERL A N D
our trade shows.” Peter Cologna
The critical success factor
Managing Director
There is no single factor that can fully explain
www.easyfairs.com
easyFairs’ success in Switzerland. “First of all you
www.linkedin.com/pub/peter-cologna/5/19b/778
need a product that appeals to the visitors,” Peter
peter.cologna@easyfairs.com
Connect
real life social media | 98 • 99
“easyFairs is the greatest trade show launch machine in Europe,” says Susanne Hallencreutz, Marketing Manager at easyFairs Nordic. “New product development and content are key to our success. Many of our shows have become the national reference event in Scandinavian markets.” The spirit of innovation extends to show content. “We know that quality content is what attracts new visitors and motivates them to return,” says Susanne. easyFairs Sweden was the first country to introduce learnShops seminars – short presentations, typically case studies, that are of practical use to visitors in their jobs. “Since then we have also pioneered features such as competitions, demos, ‘challenge the expert’ sessions, innovations boulevards and debates with the movers and shakers of the industry. This adds up to a much more exciting package than ordinary trade fair organisers provide,” Susanne adds. Celebrity guests have included Peter Kreiner, owner of the world’s best restaurant NOMA, Jan Eliasson, Deputy Secretary-General of the United Nations, World Cup goalkeeper Thomas Ravelli, glamorous opera singers, TV entertainers and business thought leaders. “When we say we are putting on a ‘show’
E A S Y F A IRS SWE D E N , D E N M A RK , N ORW AY & F I N L A N D
we really mean it!” Susanne concludes.
Susanne Hallencreutz Marketing Manager www.easyfairs.com www.linkedin.com/pub/susanne-hallencreutz/5/526/a8b susanne.hallencreutz@easyfairs.com
Connect
“ We have a win-win relationship based on trust”
E A S Y F A IRS F I N L A N D
Olli Syvänen* Managing Director *as representative of Helsinki Sales Academy
“Finns are generally easy going,
easyFairs regularly rents these
soft-spoken and strictly business,”
exhibition centres to set up trade
says Olli Syvänen, Managing
shows. Some of these build on
Director of easyFairs Finland. “I love
concepts that have already proven
working in this country.” However,
successful in Sweden; others
there have been occasions
are first or originally developed in
when he has had to reassure his
Finland.”
business partners at the Finnish
“Today, Finnish Fairs and easyFairs
Fair Corporation. “We could be
have a win-win relationship
competitors,” he admits. “But
based on trust and mutual
www.easyfairs.com
we definitely aren’t. Finnish Fair
respect,” Olli Syvänen concludes.
www.linkedin.com/pub/olli-syvänen/b/535/370
organises fairs and exhibitions
“Our businesses complement
and runs several venues.
each other extremely well.”
olli.syvanen@easyfairs.com
Connect
Market places easyFairs Scandinavia / UK & Ireland
The UK & Ireland is a highly competitive market for trade show organisers. Nevertheless, easyFairs UK & Ireland has managed to triple its revenues over the past three years. Innovation, geo-cloning and sound marketing techniques are the vital ingredients in a winning formula. “We run comprehensive and dynamic marketing campaigns,” says Matthew Benyon, Managing Director at easyFairs UK & Ireland. “We communicate with the market both directly and indirectly via our exhibitors. We run extensive email campaigns and use a wide range of channels, from our website to brochures and tailor-made invitations. We also spend an everincreasing share of our marketing resources on social media, because after all, a trade show is a social medium on its own.” Every week the UK office of easyFairs runs a ‘visitor hour’. All employees speak with visitors to find out what they really think and need. “This is how we deepen our team’s knowledge and develop highly targeted campaigns,” Matthew
“ All of our staff regularly speak with visitors to find out what they really need”
Benyon says.
Soaring visitor numbers The UK office has also geo-cloned some of its brands in Antwerp, Rotterdam, Singapore, Calgary and other exhibition centres. Matthew Benyon cites StocExpo as an example: “StocExpo is an exhibition and conference for the tank terminal industry. We purchased this brand from a British publisher at the end of 2011 and the first show we ran took place in March 2012 in Rotterdam. Right away we achieved a 51% increase in visitor numbers, which is quite
E A S Y F A IRS UK & I r e l and
exceptional in our industry. We are now planning Matthew Benyon
to do something similar with our Packaging
Managing Director
Innovations events. Good content and innovative
www.easyfairs.com
campaigns, together with a strong exhibitor
www.linkedin.com/pub/matthew-benyon/4/69b/485 matt.benyon@easyfairs.com
Connect
base, can increase visitor numbers despite tough economic times.”
real life social media | 100 • 101
“ We want to extend the visitor’s experience” easyFairs Spain views its events as more than just shows; they are business platforms that are proving very useful to exhibitors and visitors both in the real and the virtual world.
E A S Y F A IRS SP A I N
Lorena Albella Marketing Manager www.easyfairs.com www.linkedin.com/pub/lorena-albella/18/84a/318 lorena.albella@easyfairs.com
Connect
Facts & Figures
At the most recent edition of OMExpo and Expo E-commerce in March,
easyFairs Spain
exhibitors and visitors sent 743 tweets, 439 of which were retweeted. During the
+ 6,000
followers 439 re-tweets facebook
+ 530 likes 2,273 visits
Social media activity from OMEXPO and E-commerce (easyFairs Spain) on 21 & 22 March 2012
show, OMExpo’s Facebook page received 2,273 visitors and 530 likes. “This is just the beginning,” says Lorena Albella, Marketing Manager of easyFairs Spain. “In less than a month, more than 900 tweeters became followers of OMExpo. Today, the number of followers has climbed to 6,000 and relevant information is still enthusiastically being tweeted and retweeted.” So the approach is proving highly effective. “We want to extend the visitors’ experience far beyond the two days of the actual show,” Lorena Albella says. “Social media help to build the momentum around trade shows and increase their resonance afterwards.”
QR codes for strong coffee Lorena Albella is also very enthusiastic about the Online365 PackTM. Today, no fewer than 8,000 exhibitors have access to the online database of all the easyFairs trade shows. “It’s a platform they can use to create a microsite for the publication of product information,” she says. “And all the visitors to easyFairs trade shows are free to search the content.” The new media have also made trade fair life more enjoyable. “For example, in Restauración Moderna visitors can use QR codes to win a free coffee. Strong coffee, of course, to prolong their visit even longer,” she laughs.
Market places easyFairs Spain, Poland & Colombia
“ The easyFairs format of inexpensive and welltargeted trade shows is ideal for Poland” According to Ewa Woch, Managing Director at easyFairs Poland, her country didn’t have a ‘normal’ economy until 1998. “Before that date, all trade fairs were stateorganised,” she says. “Even after we had created the privately owned Kraków Trade Fairs Ltd, companies didn’t really get around to using trade shows as marketing tools.” Ewa Woch realised that traditional trade shows would never catch on in Poland. “They were too big and too expensive for our newly established private companies,” she explains. “So, I started talking to easyFairs, because
E A S Y F A IRS POL A N D
I believed their formula of short, inexpensive and well-
Ewa Woch*
targeted shows was exactly what we needed. We even
Managing Director *as representative of Targi w Krakowie Ltd
became easyFairs franchisees.” That proved to be a happy decision. Now, with the
www.easyfairs.com ewa.woch@easyfairs.com Connect
construction of Expo Kraków, there will be a new venue for many more easyFairs trade shows.
“I knew that the brand promise of time & cost-effective trade shows, at the heart of the market, would be ideal in Latin America,” says Juan-Pablo Hernandez de Alba, Managing Director of easyFairs Colombia. “Colombia is a huge country – about three times the size of Germany. The capital, Bogotá, is a city with seven million inhabitants. But, Bogotá is not Colombia! In fact, there are 20 cities with a population of more than one-quarter million. “As a result, business professionals often operate within a regional context, and the same is true of other Latin American countries. With easyFairs, you can start small and grow rapidly. That’s ideal in a fast-growing and entrepreneurial economy. There are, of course, some differences in the trade show and business culture here, so we have adapted. For example,
E A S Y F A IRS C OLO M B I A
exhibitors tend to book much later in the show cycle and the
Juan-Pablo Hernandez de Alba*
sector focus is different; they like broader concepts. But the
Managing Director *as representative of E.C Avant Ltda
main point is that there is strong unmet demand for trade
www.easyfairs.com
shows. easyFairs’ and Artexis Group’s experience in Europe
co.linkedin.com/pub/ juan-pablo-hernandez-de-alba/44/b40/206
and its business best practices and technology enable us to respond to that demand quickly and flexibly.”
juan.hernandezdealba@easyfairs.com
Connect
ANTICIPATE
sustainable g
SELF-RELIANCE
financial acquisitions
HUMAN CA
growth
DOUBLE-DIGIT GROWTH
stability
STRATEGIC INVESTORS
outlook
SYNERGIES APITAL
figures.
real life social media | 104 • 105
Artexis Group
Arte xis Belgium
Nathalie Scailquin
Hildegard Verhoeven
CFO
CFO
www.artexis.com
www.artexis.com
be.linkedin.com/pub/nathalie-scailquin/37/16b/57a Nathalie.scailquin@artexis.com
be.linkedin.com/pub/hildegard-verhoeven/5/437/423/ Connect
hildegard.verhoeven@artexis.com
Connect
Solid foundations
also completed the acquisition of Antwerp expo. The
In today’s uncertain economic environment, sound financial
acquisition of the StocExpo brand, which will be managed
foundations are more important than ever, enabling us to
by our easyFairs UK subsidiary, was also a significant
invest further in our venues and events and to pursue our
step. In addition to the StocExpo shows on our ‘home
mission of delivering ultimate meeting and market places.
territory’ of Rotterdam and Antwerp, the acquisition gives
Self-reliance has always been the cornerstone of our
us a foothold in the vibrant oil and gas markets of North
commercial success so we are delighted that in the
America and the Far East, and opens up opportunities
financial year 2011-12, Artexis Group improved its gearing
to develop business in other high-growth geographies.
ratio from 58% to 61% while strengthening relationships
The Group’s own equity financed two-thirds of
with strategic investors. Our longstanding partner, SRIB
these investments. For the remaining third, we
(Société Régionale d’Investissement Bruxellois) decided
enjoyed the unconditional support of our partners,
to convert the first € 5 million of its convertible bond loan
in particular ExportBru and BNP Paribas Fortis.
into capital, confirming its confidence in Artexis Group.
Sustainable growth Acquisitions
Artexis Group booked revenues of € 80 million in the
Our most significant investment was the launch of Artexis
financial year that closed on 30 June 2012, up more than
Nordic to manage our new venue MalmöMässan along
12%. Artexis’ EBITDA has increased 40% to € 8.8 million.
with the newly acquired Kistamässan in Stockholm. We
This growth is based on a sustainable business model
figures
“ Artexis Group continues to enjoy double-digit growth despite the poor economic climate”
Artexis Nordic
e a sy Fa i r s
Dan-Inge Svärdsby
Catherine de Baleine
CFO
CFO
www.artexis.se
www.easyfairs.com
dan-inge@easyfairs.se
catherine.de.baleine@easyfairs.com Connect
Connect
in all of the Group’s operating entities. Artexis Belgium
Human capital
raised its EBITDA by 36%. Its success rests on the
Artexis Group is in every sense a ‘people company’.
organisation of trade fairs that deliver a great visitor
Continued double-digit growth depends on attracting,
experience, together with the professional management
developing and retaining talented and motivated
of our four venues and three meeting centres.
individuals. We have therefore invested in human resources initiatives, including training in new
easyFairs raised its turnover 15% from € 35.7 million to
technologies, in all of our operating companies.
€ 41.1 million. It achieved this result by launching 18 new trade shows and by acquiring StocExpo. Synergies
Outlook
between easyFairs and Artexis Nordic now provide
Our strong financial foundations, synergies between
a platform for accelerated growth in Scandinavia.
our operating companies, committed partners and motivated employees provide the basis for sustainable
Artexis Nordic not only now manages the MalmöMässan
growth despite the unfavourable economic climate.
and Kistamässan venues but also manages 14 fairs taking
Finally, we value our collaboration with our auditors,
place in Stockholm. Artexis Nordic is working closely with
Ernst & Young. Over recent years, Ernst & Young
Artexis Belgium to find ways to optimise venue management
has proved to be the right strategic partner to
and visitor experience. We therefore anticipate an even
keep us on the path of sustainable growth.
more impressive contribution to next year’s Group results.
real life social media | 106 • 107
Our strong financial foundations, synergies between our operating companies, committed partners and motivated employees provide the basis for our growth. This growth is based on a sustainable business model in all of the Group’s operating entities.
EQUITY – ARTEXIS GROUP’S SHARE (€ 1,000s)
30.06. 2010
22,639
30.06. 2011
27,113
30.06. 2012
32,473 10,000
15,000
25,000
20,000
30,000
+ 19.7%
35,000
EQUITY AND LIABILITIES (€ 1,000s)
30.06. 2010
26,441
28,353
37,966
5,475 Equity
30.06. 2011
31,274
29,947
46,843
Non current liabilities Current liabilities
30.06. 2012
36,642 10%
32,443 20%
30%
40%
50%
Liabilities from discontinued activities
61,054 60%
70%
80%
90%
100%
figures
FULL TIME EQUIVALENT ARTEXIS GROUP
30.06. 2010
268
30.06. 2011
291
30.06. 2012
332 200
220
240
260
280
300
320
340
+ 14%
RATIO EQUITY / EQUITY + NET DEBTS (GEARING)
30.06. 2010
58%
30.06. 2011
58%
30.06. 2012
61% 50%
52.5%
55%
57.5%
60%
62.5%
65%
+ 5%
real life social media | 108 • 109
RECURRENT REVENUeS ARTEXIS GROUP (€ 1,000s)
30.06. 2010
63,805
30.06. 2011
70,656
30.06. 2012
80,761 40,000
50,000
60,000
70,000
80,000
90,000
RECURRENT REVENUeS per division (€ 1,000s)
Artexis Belgium
32,965
Artexis Nordic
5,765
easyFairs
41,517 514
Others 0
10,000
20,000
30,000
40,000
50,000
+ 14%
figures
RECURRENT EBITDA ARTEXIS GROUP (€ 1,000s)
30.06. 2010
5,340
30.06. 2011
6,220
30.06. 2012
8,781 0
2,000
4,000
6,000
8,000
10,000
RECURRENT EBITDA per division (€ 1,000s)
Artexis Belgium
6,417
Artexis Nordic
379 1,408
easyFairs
577
Others 0
1,250
2,500
3,750
5,000
6,250
7,500
+ 41%
real life social media | 110 • 111
Consolidated balance sheet
Financial year to 30 June 2012 (€ 1,000s) ASSETS
30.06.2012 Var (%)
30.06.2011 Var (%)
30.06.2010
NON CURRENT ASSETS
97,042
49.0%
65,143
12.1 %
58.114
Tangible fixed assets
61,911
43.1%
43,250
11.6%
38,751
Intangible fixed assets
29,604
61.5%
18,327
16.2%
15,768
4,819
48.5%
3,246
0.9%
3,217
708
121.3%
320
-15.3%
378
CURRENT ASSETS
33,097
-22.4%
42,671
26.0%
33,874
Trade and other receivables
28,653
20.6%
23,763
8.9%
21,828
Cash and cash equivalents
4,444
-76.5%
18,908
57.0%
12,046
ASSETS FROM DISCONTINUED ACTIVITIES
0
-100.0%
250
-96.0%
6,247
130,139
20.4%
108,064
10.0%
98,235
30.06.2011 Var (%)
30.06.2010
Deferred tax assets Fixed financial assets
TOTAL ASSETS
EQUITY AND LIABILITIES
30.06.2012 Var (%)
TOTAL CAPITAL AND RESERVES
36,642
17.2%
31,274
18.3%
26,441
Capital and reserves – Group’s share
32,473
19.8%
27,113
19.8%
22,639
4,169
0.2%
4,161
9.4%
3,802
NON CURRENT LIABILITIES
32,443
8.3%
29,947
5.6%
28,353
Interest-bearing loans
19,878
-
19,350
-
18,650
Deferred and latent tax liabilities
11,333
15.7%
9,799
6.3%
9,215
Other fixed liabilities
1,232
54.4%
798
63.5%
488
CURRENT Liabilities
61,054
30.3%
46,843
23.4%
37,966
Interest-bearing loans
8,319
142.0%
3,438
430.6%
648
52,735
21.5%
43,405
16.3%
37,318
0
-
0
-100.0%
5,475
130,139
20.4%
108,064
10.0%
98,235
Minority interests
Trade and other creditors
CAPITAL AND LIABILITIES FROM DISCONTINUED ACTIVITIES TOTAL CAPITAL AND LIABILITIES
figures
Consolidated income statement
Financial year to 30 June 2012 (€ 1,000s)
30.06.2012 Var (%)
30.06.2011 Var (%)
30.06.2010
REVENUES
80,961 12.4% 72,056 5.0% 68,635
Sales
80,129 15.9% 69,165 9.5% 63,147
Other operating income
832
-71.2%
2,891
-47.3%
5,488
CHARGES
77,634
11.9%
Cost of Sales
18,773
8.4%
69,351
9.1%
63,549
17,320
20.8%
14,339
Other goods and services
34,821
11.0%
Employee expenses
20,219
13.6%
31,368
2.5%
30,603
17,804
15.0%
Depreciation and provisions
3,821
15,480
33.6%
2,859
-8.6%
3,127
OPERATING PROFIT – EBIT
3,327
23.0%
2,705
-46.8%
5,086
EBITDA RECURRENT EBITDA
7,148 28.5% 8,781 41.2%
5,564 -32.3% 8,213 6,220 16.5% 5,340
The condensed financial information presented in this section represents an abstract of the annual accounts and the consolidated accounts of Artexis Group SA as approved by the General Assembly and filed with the National Bank of Belgium. These financial statements were drawn up in accordance with the Belgian GAAP (generally accepted accounting principles) and the IFRS standards respectively. The statutory auditor, Ernst & Young Réviseurs d’entreprise scrl, represented by Eric Golenvaux, always certified that it had no reservations concerning the annual accounts and the consolidated accounts.
real life social media | 112
Colophon Publisher
Editors
Photography
Concept & Realisation
Artexis Group Rue Saint Lambert 135 1200 Brussels Belgium www.artexis.com
William Wright, Philip Van Ootegem, Dries Van Damme, Jean-Luc Van Kerckhoven David Plas, François de Ribaucourt, Benjamin Brolet, Delphine De Clercq Propaganda NV Imperiastraat 16, 1930 Zaventem Belgium www.propaganda.be
Venues & Exhibitions Jan Van Rijswijcklaan 191 2020 Antwerp Belgium antwerpexpo@artexis.com www.antwerpexpo.be
Maaltekouter 1 9051 Ghent Belgium flandersexpo@artexis.com www.flandersexpo.be
Avenue Sergent Vrithoff 2 5000 Namur Belgium namurexpo@artexis.com www.namurexpo.be
Place d’Armes 1 5000 Namur Belgium namurpalaisdescongres@artexis.com www.namurpalaisdescongres.be
Albe De Coker Arne Beurlings Torg 5 (main entrance) Box 1128 SE-164 22 Kista Sweden info@artexis.se www.kistamassan.se
Completely CO 2 neutral This activity report was printed with ink derived from plants (bio-ink). The printing presses used are environment-friendly too. What is remarkable is that these need less time to launch a print run. The result? Up to 60% less paper wasted. Furthermore, these presses use 30% less energy than older ones. And that’s not all, because the energy supplied is 100% green. The FSC paper used (Forest Stewardship Council) is sourced from sustainable forestry as well. So our activity report is an investment in C0 2-neutral publishing.
No part of this publication may be reproduced or made public in any form or by any electronic means, including automated information retrieval systems, without prior written permission from the publisher.
Mässgatan 6 215 32 Malmö Sweden info@malmomassan.se www.malmomassan.se
Head Office – Brussels Rue Saint Lambert 135 1200 Brussels Belgium
www.artexis.com www.artexis.se www.easyfairs.com