5pEXPO discussed promotion of Russian products through exhibitions and congresses

Within the framework of 5pEXPO forum an expert session on "Promotion of Russian manufacturers through exhibitions and congresses: new realities" was held. The moderator of the event, the head of Expomap.ru, the author and presenter of "Opinions of event-industry leaders" Evgeniya Sablina noted that the departure of big foreign players from the Russian market, breaking up of logistic chains lead to increased interest in the exhibition and congress events. At the same time, the reduction of companies' budgets for promotion leads to serious changes both in the organisation of exhibitions and in approaches to participation in them.

Among the latest exhibition trends, session participants noted an increase in visitor audience, interest in highly specialised business events, interest in budget participation formats, participant interest in business support programmes and much more.

Participants in the discussion noted that manufacturers want to participate in exhibitions, but they are now set up for results. Going to an exhibition just for the sake of image is no longer relevant.

Timur Irtuganov, Director General of the Association of Enterprises of Furniture and Woodworking Industry of Russia (AMDPR), spoke about the situation in the furniture industry.

According to him, there are two main trends at furniture exhibitions today: new technologies and "green agenda". Of course, the key to success for a furniture manufacturer is correct positioning and special attention to design. When asked what the exhibition organisers need to do to persuade those companies who refuse to participate, Timur Irtuganov noted that they can only be persuaded by the example of other companies' participation.

Sagid Zaremukov, Director of the National Congress Bureau, spoke about the new formats of the organisation.

Viktoria Shmatkova, founder and head of ZERTS Company, D-ZERTS Medical Consulting Agency and ZERTS School, shared her experience in promoting medical equipment and furniture through participation in exhibitions.

Alexander Izyukov, Director of NPP Powder Technology, spoke about his experience of participating in the Metalloobrabotka exhibition. According to his calculations, about 10 per cent of all new contacts at the exhibition are converted into contracts.

Yulia Shishkina, Director of the Department for Implementation of Special Projects at the Russian Chamber of Commerce and Industry, spoke about the promotion of family entrepreneurship

Dmitry Kuzin, Vice President of the Vladimir Chamber of Commerce and Industry, drew attention to regional programmes to support participants.

Press Service, EXPOCENTRE AO