Anime Messe Berlin 2018 Marketing concept A joint event of and emania Media Service GmbH Helmholtzstr. 23 12459 Berlin Anime Kultur e.v. Rhinstr. 105 D2 10315 Berlin
Table of contents Introduction... 3 What is the Anime Messe Berlin?... 3 When will the fair take place?... 3 Where will the fair take place?... 3 Which target group is it meant for?... 3 How large will the event be?... 3 What will be the highlights?... 3 Our endeavour:... 3 Your personal contact:... 3 Impressions... 4 On the target group... 5 The visitor s budget... 5 Advertising-relevant target group... 6 Advertising-relevant target group (AnimeRadio.de)... 7 Exhibitor concepts... 8 Terms and conditions for exhibitors and distributors... 9 Booths for exhibitors / distributors at the price of 67 per m²... 9 Additional costs / services... 9 Marketing performance... 10 E-tickets / Tickets / Wristbands (limited availability)... 10 Advertisement in our program booklet... 11 Enclosures in our con-special (free of charge)... 11 Advertisement on our team s shirts (only available once)... 12 Outdoor advertising Stretch boards forecourt Metropolis-Halle (available in advance)... 12 Outdoor advertising Large banner facade Großbeerenstr. (available in advance)... 13 Outdoor advertising Route guidance... 13 Guidance system... 13 Roll-Ups & Flags on the premises... 13 Floor stickers inside the hall... 14 Ceiling hangers inside the hall... 14 Website and Social Media... 14 Advertisement during the stage program... 14 Advance publicity on posters and flyers (possible in advance)... 15 Commercials on the web radio (possible in advance)... 15 Sponsoring... 16 How can the Anime Messe Berlin be supported?... 16 Support of competitions... 16 2
Introduction What is the Anime Messe Berlin? The Anime Messe Berlin is a joint event fair organised by the emania Media Service GmbH and the Anime Kultur e.v. The program covers topics of the Japanese art, pop and youth culture, in particular focussing on anime, manga and Japanese music. When will the fair take place? The next Anime Messe Berlin will be held from June 1, until June 3, 2018. Where will the fair take place? The third edition of the Anime Messe Berlin will be held on the premises of the Film- und Medienstadt Babelsberg. The Metropolis Halle, the DEFA70 event cinema and the Filmpark Babelsberg will be used. Address: Großbeerenstraße 200, 14482 Potsdam Which target group is it meant for? Young people and especially young adults aged between 14 35 years. How large will the event be? In 2018 we expect about 10.000 up to 15.000 guests spread out over 3 days of exhibition. What will be the highlights? The Anime Messe Berlin is particularly distinguished for its well-balanced entertainment program. In 2018, a great number of visitors will again be attracted by our numerous international guests of honour. Already announced guests of honour for 2018 will be the Japanese singer Haruka (known for the Anime Blue Dragon ) and the probably most popular German Anime-YouTuber Ninotaku. Further information on the program can be found on www.animemesse.de/en. Due to the cooperation with the Filmpark Babelsberg many new opportunities opened up to us. This place unites the fair, the entertainment, open-air and cosplay like no other. Our endeavour: We wish to offer you the opportunity to be part of this special event and to present your company to a continuously growing target group. On the following pages we will present you with an overview of all the possibilities to introduce your products at the Anime Messe Berlin. Your personal contact: Michael Klement CEO of emania Media Service GmbH Phone: +49 (0)30 530 27 210 Mobile: +49 (0)176 321 15 298 (preferably) Fax: +49 (0)332 293 33 104 E-Mail: m.klement@animekultur.de 3
Impressions In order to give you an initial impression of the Anime Messe Berlin, we have put together a few photos of the old and new Anime Messe Berlin. You can also watch the flashback video created by animando on the following YouTube page: YouTube: https://goo.gl/fxa8ib (Please keep in mind that the next Anime Messe Berlin will be held on the premises of the Filmpark Babelsberg in the Metropolis Halle.) 4
On the target group In 2016, the Anime Messe Berlin celebrated its big debut at the ATZE Musiktheater. A great mood was created by our guests of honour from Japan and the USA. With a total of 3,500 visitors the first Anime Messe Berlin was already sold our three weeks in advance. In the following year we nearly doubled our number of visitors and counted 6,500 visitors during our second edition at the KOSMOS Berlin, where Saturday and Sunday were sold our as well. In 2018 the fair will be held on the premises of the Filmpark Babelsberg in the Metropolis-Halle. The Filmpark can be reached in about 30 minutes via the RE7 (train station: Medienstadt Babelsberg ). Due to the new location and the cooperation with the Filmpark we exprect 10,000 to 15,000 visitors spread over three days. To help each other expand our range, the Anime Messe Berlin works closely together wit Figuya.com and AnimeRadio.de. With their trade show and their online shop Figuya.com is one of Germany s leading specialist shops for anime merchandise. AnimeRadio.de, which was created by the Anime Kultur Verein, is also one of the largest German web radios regarding the subjects anime, manga, Japan and Games. The visitor s budget The visitor s budget available for shopping at the fair 6% 301-500 2% 501-1000 1% The visitor's budget available of shopping at the fair over 1000 1% 0-25 6% 26-50 1-10 11% 201-300 28% 101-200 16% 26-50 29% 51-100 11-25 26-50 51-100 101-200 201-300 301-500 501-1000 über 1000 Our annual survey among our visitors showed that over 80% visit the Anime Messe Berlin especially because of the exhibitors. According to our survey, 57% of the visitors spend about 51 and up to 200 on merchandise during the event. 5
Advertising-relevant target group In order to be able to assess the target group of your campaign, below you will find information extracted from our online ticket sales: Relevant age and gender groups age distribution age distribution with consideration of sex 9% 33% 16% 42% 13-17 18-24 25-34 35+ 30 20 10 0 10% 22% 22% 16% 18% 6% 3% 3% F: 13-17 M: 13-17 F: 18-24 M: 18-24 F: 25-34 M: 25-34 F: 35+ M: 35+ Catchment area: countries 3000 2694 2500 2000 1500 1264 1000 500 413 336 309 263 261 250 186 143 113 97 90 89 59 44 26 9 0 Anzahl Berlin (2694) Brandenburg (1264) Sachsen (413) Bayern (336) Niedersachsen (309) Mecklenburg-Vorpommern (263) Schleswig-Holstein (261) Sachsen-Anhalt (250) Nordreihn-Westfahlen (186) Baden-Württenberg (143) Thüringen (113) Hamburg (97) Hessen (90) EU-Ausland (89) Ausland (59) Rheinland-Pfalz (44) Bremen (26) Saarland (9) Catchment area: top 10 cities 1. Berlin 2. Potsdam 3. Dresden 4. Leipzig 5. Munich 6. Brandenburg 7. Hannover 8. Cologne 9. Hamburg 10. Rostock 6
Offers by the exhibitors expected from visitors Offers by the exhibitors expected from visitors 100 86 82 75 72 69 65 62 56 53 51 49 48 42 37 35 34 33 50 24 21 19 19 19 14 10 0 Japanese food (86%) Manga (82%) Anime Merchandise (75%) Japanese sweets (72%) Anime figures (69%) Anime DVD & BD (65%) Games & Accessories (62%) Photography (56%) Cosplay & Accessories (53%) Japanese music (51%) international draftsmen (49%) Japan travel (48%) Japanese publishers (42%) Draftsman requirement (37%) Japanese cultural associations (35%) German draftsmen (34%) Japanese language schools (33%) Fan projects (24%) Japanese Fashion / Fashion (21%) Korean music (19%) Martial arts (19%) Career (Occupation Japan) (19%) Trading Card (14%) Korea Travel (10%) Advertising-relevant target group (AnimeRadio.de) Through the ongoing program on our radio station AnimeRadio.de we reach about 3,900 listeners nationwide. On our social networks, we are able we are able to record over 17,000 fans on Facebook and over 11,000 users through our android app. These data result in the following relevant target groups: Relevant age / gender groups age distribution 4% 20% 26% 50% 13-17 18-24 25-34 35+ 30 20 10 0 12% age distribution with consideration of sex 28% 22% 16% 8% 10% 1% F: 13-17 M: 13-17 F: 18-24 M: 18-24 3% F: 25-34 M: 25-34 F: 35+ M: 35+ Top 10 cities 1. Berlin (45% more compared to Vienna) 2. Vieanna 3. Munich 4. Brandenburg 5. Cologne 6. Hamburg 7. Dresden 8. Hannover 9. Frankfurt am Main 10. Leipzig The above-mentioned statistics were created with a total of about 32,000 data records, extracted from the sources radio / Facebook / app. 7
Exhibitor concepts Entirely in terms of a classic convention, we offer all interested artists, entertainers, musicians and show groups the opportunity to present themselves at the Anime Messe Berlin. These of course only present a part of all the exhibitors. The high level of demand shows the visitors' particular interest in commercial exhibitors at a convention. Regarding this matter, we do not wish to limit ourselves to the anime and manga sector, but to offer our visitors a diverse range of goods and possibilities. Therefore, retailers with no direct connection to Japan or its culture are also in good hands. Publishers As a publisher you will have the opportunity to get in direct contact with your customers at the Anime Messe Berlin and to gain an immediate impression about the effect of your products. Distributors / Merchandise Suppliers of merchandise will meet an audience, which expects to find Japan related goods and has saved money for this particular occasion. Games / Music Fans of the Japanese youth culture generally have a great interest in corresponding video games and music. Therefore, stands in the aforementioned categories are much sought-after by visitors. According to our latest survey 62% of our visitors would be happy about relevant offers. Fashion / Cosplay The Japanese fashion has long since established itself in Germany, just as the art of cosplays did. At the Anime Messe Berlin you will be able to appeal to your target group and to present the latest fashion trends. Intercultural relations In addition to the most frequently mentioned topics such as anime and manga, the visitors of the Anime Messe Berlin are especially interested in Japan s cultural diversity which they up to now only got to know in these shows and books. This includes cultural practices, the local cuisine and ends last but not least with the wish to examine the country more closely or even travel around the country. 8
Terms and conditions for exhibitors and distributors Should you be interested in attending the Anime Messe Berlin as an exhibitor or distributor, please get in touch with us. For this purpose please use the respective form on our web page www.animemesse.de/en/anmeldung/aussteller. If you have special wishes, please do not hesitate to contact us. We will gladly send you an individual offer. Note: Discounts are possible, in case that several services are made use of, or if the program is supported substantially. If you are interested, please contact us separately. Booths for exhibitors / distributors at the price of 67 per m² Our exhibition areas are very popular which is why we ask for a timely registration. Preferences concerning locations will be happily regarded. The foyer is primarily intended for publishers and partners. In case of an explicit wish of an exhibitor to be placed in the foyer a 20 per m² surcharge will be invoiced. Of course you are welcome to bring your own equipment. Decorative material, especially tablecloths, must comply with the fire protection regulations (B1, of low flammability). The Walls and the floor are not allowed to be pasted with one s own adhesive tape! Appropriate tape can be ordered from us in advance. Assembling of the stand is possible from May 31. The official days of the fair / dates of sale are from the 1st to the 3rd of June. Dismantling of the stand must occur until 10pm on the 3rd of June or on the next day, the 4th of June. The standard unit of one stand is 5m x 2m. It is possible to combine several standard units with one another. For example: 5m x 4m or 10m x 2m. Please contact us in case of special stand sizes. Photos of the location: https://goo.gl/vlfwpd (picture 009 shows the foyer und 010 the fair s hall) AMB18-Trailer: https://goo.gl/yng6en Additional costs / services waste disposal: 10,- per m² [obligatorisch] electricity & consumption: 80,- only once [optional] tape 50m roll: 8,- per roll [optional] W-LAN / LAN * : 10,- per day [optional] Table (1,20 1,60 1,80 x 0,80m): 15,- per table [optional] chair: 10,- per chair [optional] logo in program guide & web: 35,- [optional] parking space: 35,- per car [optional] banner over your stand: on request [optional] Outdoor banner: 50,- per banner [optional] *The hall will be provided with a public Telekom Hotspot with wifi for 1,000 devices. You can purchase a Telekom Hotspot Pass that will be valid for 24 hours with us. 9
Marketing performance Apart from participating as an exhibitor, you may use one of the many advertising opportunities offered to promote yourself and your products before or at the Anime Messe Berlin. Subsequently we will provide you with a small overview of our marketing services. We will gladly realize any special requests you may have. Should you consider making use of several services to contribute to the fair s program, we will gladly speak to you about an individual offer. E-tickets / Tickets / Wristbands (limited availability) During the advance ticket sales visitors receive their electronic ticket in PDF format immediately after purchase. On these e-ticktets one may print a banner (temporal changes of designs are possible). On the day of the fair, these e-tickets will be exchanged by print ticket with the size of a business card, as well as wristband, which will be necessary to access the event area. These entrance tickets are considered as a collector s item by the visitors and are often kept for a long time. You may freely design the back of these entrance tickets. Example: https://goo.gl/n8q515 Copies: sold tickets + press / exhibitors (approx. 10,000 up to 15,000 tickets) postal dispatch (approx. 1,000 Stück) wirstbands (approx. 10,000 up to 15,000 wristbands Costs: per type of ticket [print ticket / e-ticket] per ticket 0,30 or 2,000 completely every flyer supplement costs 0,50 postal dispatch wristbands for 0,15 or 1,500 completely 10
Advertisement in our program booklet The official program booklet will be given to every visitor with their entrance ticket and will be freely available at our information booth or can be downloaded on our website. Visitors frequently use the booklet to inform themselves about upcoming program points, the different showacts and the way to the next event. Moreover, it is considered a special collector s item, just as the entrance ticket. According to our survey, 46% of the visitors keep the booklet as a memory. Printing an ad in this program booklet is the easiest way to reach the majority of the visitors. The program booklet will be printed in A5 format. Program booklet 2017: https://goo.gl/difroy Copies: Print: 10,000 15,000 booklets Online: approx. 4,000 downloads / Google Statistic of 2017: https://goo.gl/t6ksdq Costs: per half page: 150,- per entire page: 250,- logo: 35,- (as an exhibitor you may print your logo in the list of exhibitors) first page: 1.200,- (only available once) back cover: 1.800,- (only available once) Enclosures in our con-special (free of charge) Visitors who booked the Con-Special will receive an exclusive bag, containing a shirt and a little surprise together with their entrance ticket. By adding items to these bags for example product samples or vouchers you will be able to reach all purchasers of the Con-Special and can increase the exclusivity of this offer. The above-mentioned offer will be free-of-charge for all companies that already booked another product offered by the Anime Messe Berlin or whose contributed content increases the Con-Special s value for the visitors. Edition: approx. 1,000 1,500 11
Advertisement on our team s shirts (only available once) To simplify the recognition of our helpers and the visitors primary contact persons during the fair, every team member will receive matching shirts. These shirts may be worn by these helpers at other events. By printing exclusive advertisements on the team s shirts, your company or product s can easily be represented in every area of the fair. You may design the whole back of these shirts. Edition: 350 shirts Costs: 2.000,- Outdoor advertising Stretch boards forecourt Metropolis-Halle (available in advance) The stretch boards are located on the forecourt of the Metropolis-Halle and is clearly visible for all visitors. It is the ideal place to present your product. Format: Costs: 356 x 252 cm 900,- per piece incl. assembly for 3 days A longer rental in advance is possible. 12
Outdoor advertising Large banner facade Großbeerenstr. (available in advance) The large banners can be seen very easily from the main street and are a guarantor for an imposing first impression when guests travel to the fair. Format: Costs: 980 x 1386 cm 4000,- per piece incl. Assembly for 3 days A longer rental in advance is possible. Outdoor advertising Route guidance The barriers which will be used on the premises in order to provide route guidance can be used as advertising space. Format: Costs: 220 x 90 cm 50,- per tarp incl. assembly Guidance system In order for our guests to be able to find their way to the numerous attractions at the fair, there will be a guidance system in relevant locations (inside and outside). Format - Customers stopper: 59 x 84 cm Costs: 150,- per piece incl. assembly Format - Wall of the fair: 300 x 300 cm Costs: 300,- per piece incl. assembly Roll-Ups & Flags on the premises Roll-Ups & Flags can be placed along the entrances and at central spots inside the building and on the site. Format Roll-Up (only inside): 85 x 200 cm Costs: 200,- per Roll-Up Format Flags: Fabric - 64 x 189 cm Costs: 200,- per flag 13
Floor stickers inside the hall Make our hall flour into your personal Walk of Fame and present your products. Format: Costs: maximum 4 m wide on request Ceiling hangers inside the hall Along the ceiling you can attach ceiling hangers, which cannot be overlooked i. e. the large number of visitors. Format: Costs: on request on request Website and Social Media Here you will be able to get in touch with our customers by sharing your news via our news system or our social media channels. These have to fit into the event. Most suitable are product presentations in conjuction with a competition. Costs: 350,- Advertisement during the stage program Another good opportunity to get in touch with our visitors is the youtube trailers of our program points. Between these program points there is enough time to show a trailer or a picture of you on the screen. Format: HD 1920x1080 MPEG4 Cots: 500,- per 30 sconds 14
Advance publicity on posters and flyers (possible in advance) In order to promote the program of the Anime Messe Berlin, different marketing campaigns will bestarted while making use of posters and flyers. We like to offer you the possibility to promote your products on posters. Our posters are put up on public places in Berlin. The flyers will be placed into mailboxes in Berlin, send out nationwide by Figuya.com s / AnimFanShop.de s mail orders and handed out during fair representation (i. e. Leipzig Book Fair). Please contact us if you are interested in participating in such a campaign. Commercials on the web radio (possible in advance) Due to the ongoing program on our internet radio AnimeRadio.de we are able to reach about 3,900 listeners per day. A great number of these listeners will also visit the Anime Messe Berlin. A commercial spot during the radio program is the perfect possibility to reach your target group outside the context of the Anime Messe Berlin. As the commercial will be played during our ongoing program and therefore no web blocker can stop the advertisement from being played. Therefore, please consider our favourable offer. Spot format: 30 seconds Costs: broadcasting 24 times a day: 10,- per day simple spot production: 150,- per 30 seconds 15
Sponsoring Are you interested in supporting the Anime Messe Berlin by other means? We very much appreciate every support granted to us and will reward every supporter in an appropriate form. The TOP three supporters of our event will next year automatically be communicated as the Anime Messe Berlin s main sponsor! How can the Anime Messe Berlin be supported? The event is primarily organised by the Anime Kultur Verein and its voluntary members. In order to be able to compensate our great number of helpers we would be glad about every financial donation or performance which will lead to cost reduction. Therefore, a great interest lies in the following areas: organisation / provision of program points provision of prizes for our visitors provision of technique and decorative materials provision of gifts for our voluntary helpers services in different areas (i. e. Paramedics, interpreters, technicians) partner advertising financial donations Support of competitions Moreover, you can support specific program points and competitions: - anime music video contest (with the YouTuber Ninotaku) - anime quiz - cosplay competition - cosplay photo-point - distributor s auction - noodle slurping competition - online competition - synchronisation workshop art contest Thank you for your attention, we are looking forward to hearing from you! Your personal contact: Michael Klement CEO of emania Media Service GmbH Phone: +49 (0)30 530 27 210 Mobile: +49 (0)176 321 15 298 (preferably) Fax: +49 (0)332 293 33 104 E-Mail: m.klement@animekultur.de 16