Istanbul will host 2015 UFI Open Seminar in Europe 15-17 June 2015. Seminer will be organized at Hilton Istanbul Bosphorus Hotel with the main theme of “Competing for the marketing budget - the future position of exhibitions in the marketing mix” Program of the seminar as follows.
Monday 15 June
09:00 - 12:00 UFI Executive Committee meeting
(by invitation only)
14:00 - 16:30
UFI Board of Directors meeting
(by invitation only)
17:00 - 19:00 UFI Associations' Committee meeting
(by invitation only)
20:00 - 22:30
Welcome reception buffet
in the ballroom of Hilton Istanbul Bosphorus Hotel
(for all seminar participants)
Tuesday 16 June
08:30 - 10:30
UFI Auditing meeting (for UFI member auditors and associations)
(by invitation only)
09:00 - 09:30
Welcome refreshments
09:30 - 12:45 Meeting of the UFI European Chapter (for UFI members only)
12:45 - 14:00
Welcome lunch for all seminar
14:00 - 14:15
Opening and welcome by the moderator
Andre Hoeben, Chief Operating Officer, Gielissen Exhibition & Event Services (Netherlands)
14:15 - 15:00 How to survive the digital tsunami -
marketing trends and opportunities for face-to-face marketing
by: Nicklas Bergman, Serial Entrepreneur, Technology Investor and Futurist (Sweden)
How do companies spend their marketing budgets today and how will this change in the near future? Will exhibitions be wiped out by a digital tsunami?
How can we turn digitalisation into an opportunity?
These questions will be addressed by our keynote speaker who will set the scene for the event.
15:00 - 15:45 Panel discussion on marketing trends and exhibitor behavior
Moderated by: Andre Hoeben, Chief Operating Officer, Gielissen Exhibition & Event Services (Netherlands)
Panelists:
- Brian Casey, President & CEO, CEIR - Center for Exhibition Industry Research (USA)
- other panelists to be announced
What trends can we currently see in marketing? Is exhibitor behaviour changing? Will exhibitors continue to use exhibitions in the same way as they did in the past? Our panellists will discuss these questions and highlight the developments from their own personal perspective.
15:45 - 16:15 Networking break sponsored by:
16:15 - 17:00 Media in transition: five insights for trade shows
by: Dr. Holger Feist, Chief Strategy Officer, Messe München International (Germany)
The publishing business has been dramatically changed by digitalisation. Traditional business models no longer work. Holger Feist will address the question of what the exhibition industry can learn from the impact of digital media on the publishing industry. Look forward to an insightful presentation by an expert who worked for a large publisher and a consultant in this field, and who now heads strategy for one of Europe’s leading exhibition businesses.
17:00 - 17:15 Wrap-up of the first day
20:00 - 23:00
Networking dinner (cruise on the Bosphorus)
(for all seminar participants)
Wednesday 17 June
08:45 – 09:15 Welcome refreshment
09:15 – 09:30
Welcome by the moderator
Andre Hoeben, Chief Operating Officer, Gielissen Exhibition & Event Services (Netherlands)
09:30 – 10:15 The era of convergence and empowerment – why
trade fairs should evolve within the media mix
by: Jens Welin, Executive Vice President & Managing Director, Starcom (USA)
Marketing agencies have an important intermediary role when it comes to spending the marketing budget. What is their advice to customers? When do they recommend face-to-face marketing tools, and when do they prefer digital marketing? Jens Welin will give us an insight into the world of marketing agencies and how they advise their clients.
10:15 – 10:45 Networking break
10:45 – 12:15 Exhibition marketing in the future - how to position exhibitions with our clients?
Workshop on best practices for exhibition marketing in the future
by: Eva Teruzzi, Director, Product Marketing and Business R&D, Fiera Milano S.p.A. (Italy)
During this session, participants will work in smaller groups on strategic marketing questions for the exhibition industry. How will marketing for an exhibition change in the future? What is special about the future marketing for b-2-b and b-2-c events? Digital marketing is fine, but how to ensure that it takes intercultural differences into account?
Eva Teruzzi will address these questions during this workshop and work together with the participants on solutions for the future.
12:15 – 13:00 Marketing KPIs for exhibitions - how can the exhibition manager be sure he used the right marketing tools?
by: Eyal Knoll, Partner, jwc (Germany)
Not only will the marketing mix change for exhibitors and visitors, but also exhibition organisers will have to rethink their marketing strategy. So, how to measure the ROI of trade show marketing? What are the key performance indicators for a show? How should exhibition organisers spend their marketing budget in order to reach out to their attendees in the most efficient way? Accurate control of marketing will become increasingly important. So, which tools and measures are most effective to help judge your own marketing performance?
13:00 – 13:15
Wrap up by the moderator
Andre Hoeben, Chief Operating Officer, Gielissen Exhibition & Event Services (Netherlands)
13:15 - 14:30
Networking lunch
14:45 - 17:30
Istanbul city tour
Thursday 18 June
Morning UFI Marketing Committee meeting
(by invitation only)
Afternoon UFI Education Award meeting
(by invitation only) |