Similar to the United States, Germany has a thriving exhibition industry, including many firms that will exhibit at EuroShop 2011. Plus, it has an exhibition- and event-industry association, FAMAB, which is similar to the U.S.-based Exhibit Designers and Producers Association. EXHIBITOR magazine spoke with Uta Goretzky, public relations manager of FAMAB, to learn about EuroShop and FAMAB and discuss the role of U.S. and German firms in the international exhibition industry.
EXHIBITOR Magazine: What is FAMAB? Uta Goretzky: Founded in 1963, FAMAB (www.famab.de) is a German association very much like its sister organization in the United States, the Exhibit Designers and Producers Association (EDPA, www.edpa.com). FAMAB is the only association in Germany that offers business- and promotion-related services to member companies in the trade show, exhibition-design, architecture, live-marketing, and event-services industries. Services for our 250 member companies include lobbying for the industry, the creation of industry-specific job descriptions, training opportunities, and customer/supplier pairing.
EM: Do you have any international chapters that incorporate exhibit and event firms outside of Germany? UG: Yes, we have an international chapter that was established in 2004. It includes more than 40 companies that meet at least three times per year to discuss current issues and exchange their experiences. They also share information about subcontractors, particulars about rules and regulations at certain venues, additional details regarding international projects, and even hotel recommendations. However, since most of our information is written in German, almost all of our member companies are located within Europe.
EM: Some people think of EuroShop as a German show just because it takes place in Düsseldorf, Germany. But it’s really an international show, with exhibitors and attendees from all over the world. Why has it become such an important be-there-or-be-square kind of show for the exhibit and event industries? UG: Two factors have helped EuroShop to become an important international trade show. • First, trade shows in Germany have a high design standard, and companies build huge booths to represent their corporate architecture and prominence. Therefore, the demand for individual, first-class stand building (aka booth building) is higher than in other countries. So exhibit-industry suppliers want to show their customers their new ideas, their new materials, and so forth in order to generate more business. This is the main European trade fair at which they can display their offerings. • Second, EuroShop is a well-established trade show, which has had the time to grow and become more and more important and well known across the globe. It currently draws a ton of international visitors, thereby further increasing its prominence.
EM: There’s a perception that European exhibit design is superior to what is found in the United States, but it’s sort of like comparing apples to oranges due to issues such as drayage, the average length of European shows compared to that of U.S. shows, etc. Still, there’s no denying that European companies, and German companies in particular, tend to be more design conscious when it comes to designing brand-appropriate booths. Why do you think that is? UG: There is a German saying that applies here: “Competition stimulates business.” So if you want to compete against others in your industry, your booth — not just your products and services — has to be competitive as well. We feel the booth is an extension of the company, so you must put as much thought into your booth design as you do your products, services, and brand, despite any challenges that stand in your way.
EM: What trends do you anticipate we’ll see on site at EuroShop 2011? UG: I suspect we will see several solutions concerning sustainable stand (booth) building. Within hall 13 at the show, there will be a special section for exhibitors called ECOpark that offers sustainable building and furnishings materials in the retail sector.
EM: What advice might you give U.S. attendees coming to the show? UG: Make sure you give yourself enough time to talk, to look, and to browse. Compared to U.S. shows, a meeting at a stand at a European show takes much longer. You almost always sit down to have a drink and sometimes even a snack. In fact, it is absolutely normal that a booth in Germany has a fully equipped kitchen with a dishwasher, espresso machine, etc.
EM: What do you think the U.S. exhibit community can learn from the Germans? And, conversely, what do you think the Germans can learn from U.S. firms at shows such as EXHIBITOR2011? UG: German companies are world class in building extraordinary 3-D presentations and architecture. Americans have a core competence in flexible, easy-to-handle concepts and modular components. So the way I see it, mixing the two creates a perfect solution.
EM: Recently, some U.S. exhibit-related firms have started exhibiting at EuroShop. How have their products and materials made their way into international exhibit design? UG: In a globalizing world, we all need materials that can be used and delivered across the world to give client companies the same look and feel wherever they want to present themselves. So exhibit- and event-related companies that offer a wide range of products and a good distribution system can easily enter the international trade show market. U.S. companies are fast becoming important players in this global industry.
EM: Are there any hidden secrets within Messe Dusseldorf that you could share — such as a fantastic place for lunch or quick access points? UG: For those interested in exhibit design/fabrication companies, they should enter the fair ground at the north entrance, which is closest to halls nine and 10, where EuroExpo is held. When it's time to eat, you'll find restaurants and snack bars all over the fairground. But why not have a sizeable snack at one or more of the booths you're visiting? Exhibitors will be more than happy to offer you nibbles, or sometimes even an entire meal of German sausage, sandwiches, cheese, beer, etc. And if the weather is favorable and spring kicks in a bit early, leave the fairground and head for the Rhine and find a nice outdoor restaurant where you can relax and get re-energized for the rest of the show.
EM: Will FAMAB have a presence at EuroShop? UG: Yes! Our stand is number G59, located in hall nine. Come visit us at the fair!
