VIV Europe’s 3-step approach in 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.

International
“The campaign includes e-mail
direct marketing, direct marketing, advertisements and webvertisements. “Our
main target groups are key decision makers in the pigs, poultry 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.

Regional
“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.

Local
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.

Related website:
VIV  

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