As manager of Expo Reclam, you've got insider knowledge of what's going on in the industry, how do you perceive the situation between promotional gift business dealers and companies?
The relationship between promotional gift suppliers and their clients is based on the credibility, seriousness and professionalism our industry companies have built up through many years of hard work and effort. It certainly is true, however, that there are few exceptions in these difficult times and we have been experiencing a reduction in the demand for promotional products in recent months. In saying that, we are convinced that these credible, serious and professional endeavours that I mentioned above will be key to the start of this long-awaited economic recovery.
Do you think the situation differs greatly between Europe and the US?
We can't really see a noticeable difference between the situation of the industry in Europe and the USA, this economic slow-down affects us all, although there are indicators that point to a faster recovery in the US.
In this current climate, what role do trade fairs play?
Trade fairs are pivotal to the industries they represent. In our case, Expo Reclam brings together the main industry representatives and plays a key role in channelling the efforts of exhibitors, visitors, associations and other participants in a trade show that has become a European benchmark over the 20 years it has been running.
What role do you think promotional gifts and companies will play in the advertising market?
The aim of promotional marketing is to bring supply and demand closer together, align certain needs with the interests of businesses. Therefore, promotions have become decisive at all levels, and it is clear that advertising through promotional items has been consolidated. It is inconceivable that any media or advertising campaign cannot include this aspect of marketing mix. It is definitely true that once again, and for sure it is down to the global situation, the type of products, their characteristics and the qualities of promotional items demanded are affected. Nevertheless, it is also true that this industry is blessed with being able to reinvent itself and move with the times, adapting to trends and developments, and it has a great competitive advantage over others as it is able to meet certain needs at a particular moment in time.
To date, what data can you give us about the forthcoming February edition of Expo Reclam?
So far, Expo Reclam 2012 has 180 main exhibitors and a large number of companies and brands represented in over 5,000 square metres. This 24th edition of Expo Reclam will be a benchmark trade fair for our country's industry, second in Europe only behind PSI in Düsseldorf. I would like to give a big thanks to each and every one of the participating companies that make a huge effort in such difficult times. Expo Reclam will not fail to live up to expectations and will continue to be a meeting point where supply and demand will lay down the foundations for fruitful business in the future. I'm very confident of this due to the number of registered visitors – over 5,000 professional visitors have already confirmed that they intend to visit the show as it is a highly important mainstay for promotional gift business dealers wishing to secure catalogues and innovations.
We are also proud to announce that we once again have the usual support of two representative associations from the industry, Aimfap (the Spanish acronym for the Association of Promotional Item Importers, Wholesalers and Manufacturers) and Fyvar (Spanish acronym for the Association of Advertising Item Manufacturers and Vendors).
What new innovations does ER12 offer in the next edition?
Besides the regular meeting points such as Green Point, an area presenting the latest product innovations related to the environment, the delivery of the promo bag, and the machinery area, with live demonstrations of personalisation techniques, there will be two important new innovations presented at Expo Reclam 2012. Firstly, an Interactive Exhibitor Catalogue where visitors will be able to have direct contact with the exhibitor, plan their visit, and add products and companies to their favourites. This online portal will be available shortly and companies will receive the corresponding information at the beginning of January. Secondly, the RECORDIA awards – the International Promotional Gift Awards - will be presented while the show is taking place. Their aim is to give recognition to creativity, manufacturing quality, message adaptation, brands and products that aim to advertise any promotional item within the scope of the European Union. These awards will be presented in Expo Reclam 2013 and will combine all those proposals carried out by importers, wholesalers, promotional gift business dealers, advertising and/or marketing agencies, designers, craftsmen and women and other professionals from the industry of advertising through promotional items in the EU during 2012.
About Reed Exhibitions
The company Reed Exhibitions Iberia (www.reediberia.com) is the organiser of Expo Reclam, and the Spain and Portugal subsidiary of Reed Exhibitions, the world leader in trade fair organisation. Within the field of promotional gifts, Reed Exhibitions also organises the PSI show in Germany, (www.psionline.de).
For more information please contact:
www.exporeclam.es
exporeclam@reediberia.com