Germany in Focus
Germany in Focus
MCM’ s Germany tips
MCM Comic Con CEO Bryan Cooney applauds Deutsche Messe’ s expertise
■ Avoid exam periods for younger consumers as it can make the simple experience e of bookin
ing tables very difficult, other than this, Deutsche Messe se helpe
ped us with valuable advance knowle
owledge.
■ We looked at geographical locations, populations and transport links and found that Germany and especially Deutsche Messe, Hannover, was perfect for our show.
■ Given the large populatio pulatio ion and
metropolitan areas with large scale venues being perfect ect for hosting events, Germa
any was a natural progression for MCM.
■ Working with the venue was simple and straight forward, we have found our business associates working at Deutsche Messe very efficient very dynamic and above all very accommodating. We found working with Hannover messe an absolute pleasure.
■ On the whole we found no major cultural difference- other than food, breakfast was an interesting adventure.
■ Visitors to our event seemed to be as excited and open to having a great time the same as our attendees in the UK. ■■■
Doing business in Germany Messe Stuttgart gives its top six tips for organisers
Following a blockbuster year, Messe Stuttgart gives its insight into how organisers can better use Germany for events and exhibitions
RESEARCH: The regional demographics of where the venue( s) are situated, some areas of Germany will be better suited to your target audience, therefore minimising both travel time and expense for your visitors / buyers. For example, Baden-Württemberg( Stuttgart) is a very high-tech, innovative and manufacturing based region therefore perfect for an industry event.
COST-COMPARISON: Be sure to compare venue proposals on a like-for-like basis.
For example some venues will include the cost of certain services, i. e. security, air conditioning within the quoted rental price whereas other venues might highlight this as an extra to make the rental price look more favourable in the beginning.
PROMOTION: Most German messes and trade fair centres organise their own programme of exhibitions, so ask if they have any trade shows with mutually beneficially synergies with your target audience.
INTRODUCTIONS: Find a venue partner that wants to help make your event a success. I am not talking about providing
a great service, excellent facilities and good value for money, this should be as standard. I’ m referring to the venue making business introductions with organisations who would be perfect exhibitors, sponsors or partners for your event. It is in the venue’ s interest that you make money with a successful show, as you’ ll return the following year wanting more space.
ACCESSIBILITY: If you have an international event or desires to become internationally recognised, how close is the venue to an airport?
8 Germany, The UK Organiser’ s User Guide EW / EN 2016