A – The motto of the 4th marke|ding| plus, which was staged at the Wels Exhibition Centre on September 21 and 22. September 2016 was “The robots are coming”, and indeed a lot of the themes at the trade fair for promotion, events and communications revolved around new technologies such as augmented and virtual reality, digital printing techniques, robots and bots. Experts also discussed marketing strategies in the era of digital change in the integrated and well-attended lecture forum “Point of Knowledge. In total, around 120 exhibitors (2015: 180) presented their products and services. Around 60 exhibitors were on board in the promotion section.
The organisers – marke|ding| initiator Martin Zettl and the Wels Exhibition Centre – presented a novelty, the 1st OÖ Wissensforum (Knowledge Forum), which took place on the second day of the exhibition parallel to the trade fair in cooperation with Speaker’s Excellence, which attended by around 400 guests, went down very well. A further highlight was the marke|ding| plus night on the evening of the first day of the show at which this year’s marke|ding| awards were presented.
According to the official figures, together with the first OÖ Wissensforum, the marke|ding| plus attracted 2,098 visitors to Wels. As such, the attendance of the event was down on last year’s figures (2.631). “The exhibitors in the promotional products segment were not able to profit from the desired number of visitors from the other disciplines this year,” summed up Zettl. “The absence of some of the brand name companies was also disadvantageous for the show’s attendance figures. Whereas the feedback from the Communications and Print area was positive, the supporting programme on the main stage received very good acceptance and the associated OÖ Wissensforum celebrated a successful premiere, the promotional products players and sponsors voiced criticism. In my opinion quite rightly so. We will thus take our time to analyse the trade fair and introduce the corresponding measures for the future. In addition to the organiser structure, the content-related alignment as well as the venue date and duration will be discussed.”
The organisers intend to announce details regarding the further development of the event in Wels soon. The alignment of the successful event, marke|ding| Vienna, will remain unaffected.
// Till Barth
Photos: Till Barth, © WA Media