Concept architectureworld 2017

Transcription

1 Concept architectureworld and 9. November

2 Introduction The format of the architectureworld was developed by our company between 2001 and 2002 and held for the first time in March The architectureworld was held in Münster/Westphalia and Frankfurt/Main for twelve years where it achieved participant figures of up to 7,800 architects, planners and building engineers. Notable speakers, some of whom can be found on the world s top 100 lists, as well as various Pritzker Prize winners have also already placed their trust in us and, ultimately, contributed to the aforementioned success of the architectureworld. The architectureworld is regarded as the most innovative event for architects, planners and building engineers in their profession. We will continue to further develop this excellent reputation in Duisburg and, once again, make the architectureworld the number one architectural event in Germany. The Landscape Park Duisburg Nord is ideally suited for this event. The location is ideal as it is near the motorway and the unique atmosphere of the park impresses all who visit. On the following pages we will go into each of these points in detail: - Event Concept - Visitor Target Groups and Reach Advertising - Marketing & Press - Get-together - Deutscher Hoteltag (congress trade fair for hoteliers & architects/interior designers) We invite you to help us develop the concept for the architectureworld 2017 in Duisburg and ask you to please take a few moments to read the following pages. 2

3 Event Concept In 2017 we will aim to ensure suitable times between the congress and exhibition to enable the best possible success. - The congress programme will be restructured and there will be a maximum of two talks in the morning and two in the afternoon to ensure that there is sufficient time between each talk to visit the exhibition. - The interval times in the congress hall will be extended so that the participants have more time to talk to the exhibitors and for receiving advice at the exhibition stands. - An additional coffee and cake buffet will also help increase trade visitor s time here. - The exhibitors can help determine the choice of congress speakers. This will result in synergies with subsequent product talks which build on this. Limited number. - We recommend that the product talks are held by the respective project architects. - In the speaker s lounge, our exhibitors have the opportunity to arrange appointments with the notable speakers during the architectureworld. 3

4 Visitor Target Groups and Reach Advertising We plan on advertising the architectureworld nationwide as well as in the BENELUX countries and we are, therefore, continuously developing reach advertising. - Continuative cooperation with architectural trade magazines in Germany, the Netherlands, Belgium and Luxembourg are being planned. - We are arranging cooperation with the chambers of architects in North Rhine- Westphalia, Rhineland-Palatinate, Saar and Hesse so that architects will be invited directly by these institutes, amongst others, in We are also in talks with the chambers of architects of the Netherlands, Belgium and Luxembourg. - Transfer services for our participants from various points in Germany are planned. 4

5 Marketing & Press Marketing The optimisation measures of the architectureworld 2017 will ensure several thousand participants and success-promising contacts amongst the exhibitors of the exhibition which is held at the same time. In 2016 the trade visitors were largely very impressed with the concept of the congress exhibition. In personal talks at the exhibition as well as in the written survey, participants only gave top marks and acknowledged 100% that this form of event was a success and is desired. All participants said that they would visit the architectureworld also in the coming year and all would recommend it to their colleagues and customers. In 2016 the architectureworld was launched with an extensive advertising campaign with press articles and advertisements in important architectural and trade magazines. More than 25,000 architects in North Rhine-Westphalia, Hesse and Rhineland Palatinate were contacted several times via our newsletter and postal mailings. This was supported by newsletters from our media sponsors. Furthermore, we were also represented with banner advertising and advertising in various architectural websites which was supported by extensive campaigns of the exhibitors who invited their key customers. How will we expand our marketing measures in 2017? - We will expand the number of our registered newsletter subscribers from the current 25,000 to ca. 40, A 4-page insert in the Deutsches Architektenblatt (approx. 130,000 copies sent out per month) will also generate significantly more trade visitors. - Our own postal mailing to architects with personalised invitation cards will be doubled to include 50,000 architects. - We will continue to develop our cooperation with the AIT in In 2017 we, in association with one of the most esteemed trade magazines for architecture and structural planning in Germany, will hold the Milestone Award for the first time. The Milestone Award will be awarded for pioneering architecture and supporting structures and, with the accompanying application to take part of the trade magazine, will attract additional planners and architects to Duisburg. - We will also arrange partnerships with the technical universities which will mean that these will come to Duisburg with their final year students. In this way the exhibitors will have the unique opportunity to present their products to young architects starting out in their careers. 5

6 - Continued development in training certification for trade visitors and, from 2017, setting up of an additional exit control in addition to the entry control (scanning of tickets) to develop visitor duration at the exhibition (which is already quite high). - With these expanded measures and distribution effects we will continue to increase visitor numbers in the coming year so that the trade visitors will fill the Landscape Park Duisburg Nord on both days of the event. Sponsoring We have also expanded and optimised our sponsoring services. Detailed information on this is available in our current documents for Press Our press mailing lists include more than 40 architectural specialist media which regularly receive press articles for the architectureworld. For the architectureworld 2017 we will continue to develop the cooperation with the managing and specialist subject editors. - All trade media will receive sufficient press articles on the event, the speakers and their projects as well as the exhibiting firms. - Press conferences during the event incorporating the exhibitor product innovations will attract trade press representatives to the exhibition. - We will give the trade press the opportunity to hold specific interviews directly with the speakers at the architectureworld. - Parallel to this, the journalists will be provided with press articles of the exhibitors: new products and innovations of the exhibitors will be publicised via our press mailing lists and there will be invites to personal talks at the exhibition. 6

7 Evening Get-together Our evening event will again be the ideal opportunity to talk to the speakers, participants and trade press in an informal and relaxed atmosphere. We will implement the following changes: - Invitations to the speakers and visitors to take part in this evening event will be more specific. - Talks with the speakers of the day to discuss pioneering architecture will also serve this purpose. - Our exhibitors also support the event with their own networks. The various invitation forms aim to ensure that this evening event offers maximum benefit for all exhibitors. - Professional talks are promoted in a relaxed and informal atmosphere with exclusive catering and background music. - A "Wall of Innovation and Expert Knowledge" is being planned at which the exhibition and congress visitors can present their most important questions, theses and innovations. The aim hereby being the networking between participants and trade firms. Deutscher Hoteltag Every two years, the Deutscher Hoteltag was held at the same time as the architectureworld in Münster. This event aims to significantly increase the number of opinion leaders and is therefore worth incorporating again. The Deutscher Hoteltag addresses decision-makers in the building and architectural departments of hotel chains, private hotels and retirement homes and is, in this respect, an asset to the architectureworld. These target groups also use energy efficient building shells, all types of façades and technical building facilities in larger spaces. The Deutscher Hoteltag will not be a classic hotel event but will focus primarily on the technical sector. The exhibitors of the architectureworld 2017 can only benefit from the integration of this event. We are consciously not creating two different subject areas: the advertising under the heading Deutscher Hoteltag is intended to directly address the hospitality trade. 7

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9 Final Notes It is our goal that each exhibitor is integrated in all areas of the overall event in a way which will ensure optimum contacts for his further business success. If you, as exhibitor, place your trust in the architectureworld 2017 we can acknowledge this with high visitor figures and excellent contacts. We are, of course, open to any ideas from which the architectureworld could benefit and are happy to realise these with you. Important: This concept is strictly confidential and is only intended for your internal use. The passing on of this to competitors and their contact partners is not permitted! We would be very pleased if your company chose to use the architectureworld 2017 as a platform for contact to architects and planners. Thank you for taking the time to read this concept we look forward to an excellent cooperation. Best wishes from Bremen Dietrich Rengstorf Ulrike Muckelberg 9