In practice, various forms of federally-supported trade fair participation have developed and become successfully established, along with which companies’ participation options and the nature and extent of support for exhibitors vary. For the most part, participation takes the form of organising joint company stands.
Joint company stand (G)
Participation generally takes the form of a joint company stand, which features an information stand (I) acting as a link to a group of exhibitors. This is the most frequent, effective, and usually most comprehensive form of German participation in trade fairs abroad. The company stands are grouped in the same area and are visually distinct, with a striking presentation. Thus a visitor first directs his attention towards companies representing Germany, in order to subsequently find out about the wider range of German products on offer. The Foreign Trade Fair Participation Programme benefits companies in indirect ways. There are no direct payments to exhibitors. This results in substantial savings for exhibitors from Germany or their local representatives. For many exhibitors there are other important advantages besides cost savings. According to surveys, these are:
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technical and organisational support, as well as
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the positive effects of a joint stand.
Joint stands can only be organised if at least ten companies have firmly registered to participate by the respective deadline (usually six months prior to the start of a fair). If participation cannot be organised due to a lack of participants, enough time will remain to make other arrangements, if necessary, in order to take part in the fair. Overall services are laid down in the General Terms and Conditions of Participation (ATB), and for each individual trade fair in the Special Terms and Conditions (BTB). These can be obtained from the responsible event organisers. When an exhibitor registers with the event organisers, in general the following services are included:
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renting of stand space,
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(in most cases) stand construction
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general setting up of the stand and supply of basic equipment/facilities, including
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connections for lighting and electricity,
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use of a telephone, fax, and copying machine in the office of the event organisers (services will be charged),
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free inclusion in the list of exhibitors and/or, if applicable, on the internet website of the German companies participating,
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general illumination of the joint stand,
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surveillance and public order services, if necessary, (no stand surveillance),
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cleaning of aisles,
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expert local assistance from the event organisers in the run up to and during the fair.
The event organisers can be contacted at all times to help with decisions and preparations. They are available at the fair and will assist in solving problems. In individual cases the German state will cover some of the costs of accompanying measures, such as:
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direct mailing in the language in question (identifying target groups, obtaining addresses, dispatch)
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optional advertising in trade publications and joint advertising at special events or when companies are taking part for the first time,
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press conferences,
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symposiums and lectures (organisation and technical assistance),
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reception by Germany's diplomatic representation,
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services at the information stand, e.g. an interpreter.
An exhibitor at a joint company stand is obliged to pay the participation fee which covers all the services listed in the Special Terms and Conditions. Other costs include payment of individual travel and accommodation expenses, transportation of and customs duties on exhibits, special equipment on the stand, local staff, taking part in symposiums, advertising and catering expenses. The event organisers can help to organise these services. Other requests for additional equipment such as extra stand fittings, lamps, furniture items, electronic appliances etc. can generally be satisfied at short notice. As these are often supplies brought in from Germany which are then held in stock, the charges are usually higher than for similar services requested at an earlier date. We therefore recommend making full preparations in advance.
Special showcase area (S)
The purpose of a special show is to showcase individual branches of industry. This is always accompanied by an information stand. At specialist fairs the theme of a special show is pre-determined by the nature of the event. At trade fairs covering a broad range of themes industry associations are consulted to decide on the theme of a German special show.
Information stand (I)
Taking part in a fair with a federally-supported information stand is the most elementary form of trade fair participation abroad. An information stand shows that Germany expresses official interest in a respective country and an exchange of goods, and represents a "calling card" for setting up future business relations. Every federally -supported participation is accompanied by an information stand. This is staffed by experts from the respective branch of industry who are tasked with this responsibility by AUMA following consultation with the relevant federal ministry. Their job is to provide trade fair visitors with information on the German exhibitors taking part, on their products, and on manufacturers and products from Germany who are not at the fair. Having prepared specifically for the event in question, and with knowledge of the relevant branch of industry, an information expert can occupy an important function for the exhibitors at the fair: he can identify trends and tendencies, establish contact with official bodies, and provide a summary of reporting and experiences at the fair. Companies may place a limited amount of information material on their products on the information stand. Naturally, if material is written in the local language the advertising impact is particularly high. Supplying the stand with material is the responsibility of the companies. Funding of the information stand, its equipment and staff is undertaken by the federal ministry in question, which also pays for the expenses of sending an information expert and his accommodation.
Information centre (IZ)
An information centre is an information stand with additional booths, where representatives of interested companies can hold talks. It provides an area for meetings with potential customers. Brochures, models or small exhibits can also be placed here in limited numbers. A fee will be charged for the use of these booths.
Special events for German industry (SV)
In some cases the Federal Republic of Germany organises its own events abroad. Countries are chosen where no appropriate trade fairs and exhibitions take place, or where focusing on a particular market with products and services from German companies appears necessary. Examples of special shows are:
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independent German industrial exhibitions (TECHNOGERMA and KONSUGERMA),
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technical exhibitions organised by the Federal Republic of Germany,
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exhibitions of selected products of the consumer goods industry and/or
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capital goods industry,
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hotel exhibitions by various branches of industry.
There are various options for German companies wishing to take part in these special shows and these are tailored to suit the goals of a particular event. The support provided is largely in line with the conditions by which a joint company stand is organised at trade fairs abroad.
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