VIV Europe’s three-step approach in visitor promotion

The organisers, VNU Exhibitions and Asti Group, are welcoming an exhibitor field of 300 international, regional and local companies from 32 countries. The visitor promotion campaign is based on the same three layers.

“Our visitor promotion campaign is witnessing an early launch. It is important to explain thoroughly that this Special Edition has a different scope than the Utrecht-edition, and brings visitors the best of both worlds: international suppliers combined with regional and local suppliers, offering the latest from and for Eastern Europe,” says project manager Ruwan Berculo.

The campaign includes e-mail direct marketing, direct marketing, advertisements and webvertisements. “Our main target groups are key decision makers in poultry, pigs and meat processing sectors. For EDM and DM purposes we use our highly qualified VIV worldwide database from where we make our selections. In order to enrich our own data, we also purchase extra databases. A specific campaign, containing direct marketing and advertisements, is set up in the Middle East. Furthermore, we will approach branch organisations and associations to get their support in forwarding promotional information to their members. Our advertisement campaign is also widespread. We co-operate with quite a number of trade magazines in order to inform their readers – who of course are our target groups,” says Berculo.

“For regional marketing, we will co-operate with the specialised agency Rusproject. This Netherlands-based agency is extremely experienced in operating in Russian-language countries such as Ukraine, the Baltics, Belarus and Kazakhstan. Inside Russia, they focus on the main agro production and consumption regions. We have asked them to target the high-end producers and buyers by not only inviting them by direct mail, but also by approaching them personally by telephone,” he continues.

The local Russian visitor promotion campaign is directed by the Asti Group marketeers. “Their expertise, association-based network and strong media relations have shown their value over three previous VIV Russia trade shows, attracting key buyers. The fact that VIV Europe comes to Moscow has an even stronger appeal to Russian decision makers,” elaborates Berculo.

Reed Business will officially publish the VIV Europe 2008 Moscow Exhibition Magazine. It will be the only commercial publication containing the floor plan, exhibitor list, conference information, travel & stay information and advertisements of Russian and International exhibitors. This Exhibition magazine will be published in both the Russian and English language.