A topic of controversy and awaited with trepidation: The RemaDays Europe celebrated its premiere from January 9-11, 2012. The previously set exhibitor and visitor attendance figures were not reached, however the debut event of the new trade fair was certainly a solid one.
D – It had already been clear in the run-up to the show that the RemaDays wasn’t going to be a new PSI. Nevertheless, the premiere event that was scheduled from January 9-11, 2012 – and which thus also clashed with the PSI by one day – definitely wasn’t the flop that many industry members had prophesied. The organisers themselves (please see the adjacent interview with Sławomir Giefing, the CEO of the organisers of the RemaDays – GJC Intermedia) as well as numerous exhibitors and visitors drew a positive balance.
Specialists and full-range suppliers
The target of 200 exhibitors that the organisers had set themselves in advance was not achieved. According to the official figures 167 promotional products suppliers participated in the fair’s premiere, whereby this number also includes some companies that only exhibited single products on a display cabinet. The number of actual stands can be estimated at between 140 and 150. As a result only part of Hall 1 of the Nuremberg Exhibition Centre was occupied instead of both Halls 1 and 2 as originally planned, dividing walls were used to block off the unoccupied areas. With the exception of the perimeter areas, the overall appearance of the show was attractive and professional – especially some of the big importers were represented with generouslysized, elaborate stands. A lot of praise was heard for the organisation of the GJC team. Due to GJC Intermedia’s proximity to the Eastern European market, the company had been able to win over many exhibitors from Poland and neighbouring countries. A majority of these Eastern European suppliers also exhibit in Warsaw, but they are not PSI members. It was thus a good opportunity for distributors to establish numerous interesting new contacts, because many Eastern European suppliers can offer interesting alternatives for small volumes within short delivery times. In addition to unknown, small companies, well-known specialists and brand names as well as several large full-range suppliers participated. In particular the Nuremberg-based import company Macma, whose stand dominated the show quite noticeably. Macma had lent the show massive support in the run-up to the event and this year they exclusively exhibited in Nuremberg and didn’t have a stand in Düsseldorf at all. The visitor marketing strategy that GJC had partially conducted in collaboration with the exhibitors, included an invitation campaign: For instance in some cases entire groups of distributors from Eastern Europe were driven to Nuremberg in buses.
Higher attendance necessary
In spite of the extensive marketing measures taken the targeted number of visitors of between 10,000 and 15,000 was nowhere near achieved: According to the official figures 3,011 trade visitors were counted. The RemaDays Europe was open to all promotional products distributors and advertising agencies, and the visitors didn’t have to be members of an association. After getting off to a solid start – most of the exhibitors were satisfied with the first half of the show – the frequency of the visitors declined significantly on the second day and the fact that the PSI had started was extremely noticeable on the third day of the fair – the aisles were partly empty.
A fact that does indicate that many of the visitors had either visited the RemaDays before attending the PSI just to see what the new fair was like or they stopped off in Nuremberg on the way to Düsseldorf. According to information provided by GJC Intermedia around 40% of the visitors were PSI members. The organisers had no doubt awaited a higher participation from non-PSI members and people from the agency scene: According to the official sources only between 5% and 10% of the visitors were from advertising agencies. Last, but not least the RemaDays Europe needs a much higher number of international visitors if it wants to claim to be an “international” show: According to the estimations 70% of the visitors were German. What’s more, a high majority of them came from the region – of course making a one day trip to Nuremberg is extremely convenient for distributors from Southern Germany. The organisers announced that they will be staging the RemaDays in 2013 again and that they are expecting an increase in the number of exhibitors. One thing is for sure the number of international visitors definitely has to be increased. At the same time however it is going to be even more difficult to achieve solid attendance figures The show’s supporting programme included a party on the first evening… …and the award-ceremony of the “Gifts of the Year” on the third day of the fair. in the coming year, because the curiosity bonus of the RemaDays Europe has already been exploited.