IAW – the International Trade Fair for Promotional Products will be held in Cologne as of 2007
Many trade buyers coming from the Rhine-Ruhr region and the neighbouring Benelux countries
Change of location advocated by exhibitors
The IAW – International Trade Fair for Promotional Products – is moving to a new location. Following four highly successful trade shows held in Hannover, the next event will be taking place in Cologne from 14-16 March 2007. It was the fact that Cologne offers a greater concentration of retail buyers that prompted this decision. As Ulrich Zimmermann, CEO of organizers Nordwestdeutsche Messegesellschaft, explained: “Many of our trade visitors come from the Rhine-Ruhr and neighbouring regions. So it makes sense to hold the event closer to this economically strong conurbation. We expect more interest from target groups in the Benelux countries, where we can recruit large numbers of exhibitors und visitors.” Zimmermann added that over the past two years the trade show in Hannover has developed into one of the leading events of its kind, but the time has come to exploit new areas of growth.
In addition to its excellent geographic location, the Cologne venue has a lot in its favour, including the exciting architecture and modern facilities of the exhibition centre. Four new, flexible exhibition halls and a completely new infrastructure have been constructed at the site, which is located directly opposite Cologne’s city centre. It is therefore easily reached by air, road and rail. All these aspects also spoke in favour of the move to Cologne.
Although the good infrastructure was a persuasive argument, the decision was clinched by the fact that no other German state is home to such a high concentration of big retailers, trade associations and franchise companies as North Rhine Westphalia. Annual turnover in this sector is around 200 billion euros. Almost half of the 50 biggest retailers in Germany have head offices in North Rhine Westphalia, including Metro, Rewe, Tengelmann, Aldi, KarstadtQuelle and Lekkerland-Tobaccoland. Thus the IAW will be taking place within the perfect setting – a veritable “hot spot” for the trade. Naturally, this was an argument that also carried a lot of weight with the exhibitors.
The organizers are keen to stress that they will continue to uphold the tried-and-tested concept of “the trade fair for variety” at the new location. “We give big retailers and smaller outlets the opportunity to complement their selection of products, test new product segments and experiment a little”, explained Zimmermann. Unlike other trade fairs with a focus on specialized product ranges, the IAW is as much about providing a source of inspiration and ideas as it is about simply exhibiting products. Zimmermann outlined the trade show’s trend-oriented concept of variety and diversification: “Alongside stands of confectionery and drinks, visitors can also find displays of gardening products, small items of furniture or textiles.” This helps trade buyers to fully plan and prepare their promotional activities and select products from diverse product segments, as well as ordering them all at the same venue. Whether it’s with new retail trends, product innovations, special offers or bargain-priced wares, retailers will find ways of attracting new custom and improving turnover.
But exhibitors can benefit from the success of this trade show even before it opens: there will be a 10 percent early booking discount for bookings received before 20 January 2007. Prospective exhibitors would be well advised to book their display area as soon as possible, as demand for the 20,000 m² initially allocated to the event is likely to be high.
Project Manager Kerstin Manke can be contacted for further information about bookings by calling +49 (0) 5721 – 9930898 or mailing: manke@iaw-messe.de. Full details about the IAW in Cologne can be found online at http://www.iaw-messe.de/.
