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Investment in the future |
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With its ambitious aim to increase the quality and quantity of its services even further, Koelnmesse is facing up to tough international competition in the trade fair and conference business � without any subsidies from its shareholders whatsoever.
The trade fair company has a gross exhibition space of over 286,000 square meters.
Moreover, in the event that further expansion is required, another 30,000 square meters are available as a reserve at the former KHD grounds in Cologne-Deutz.
Cologne's fairgrounds, who are connected to the high-speed line between Cologne and Frankfurt , are already ranked fourth in the world. In conjunction with the new ICE terminal, the planning of a new entry section in the middle of the exhibition center is already underway. The company is also planning a new administrative building adjacent to the ICE railway station. With this construction project, the fair will be able to concentrate all functions and services under one roof.
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Koelnmesse perspectives |
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The year of 1999 is also a year in which new courses are being set. Koelnmesse wants to considerably further extend its leading position as the worldwide number one exhibition center for more than 25 sectors through a new growth strategy for the next ten years.
The key points of the growth strategy are the systematic quantitative and qualitative expansion of the internationally leading specialist trade fairs and exhibitions in Cologne, a considerably extended spectrum of services for the exhibiting and buying sectors; namely for all phases: before, during and after a fair, as well as an increased organization of its own trade fairs abroad, chiefly for themes from the Cologne trade fair programme.
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| Strategically geared to customers and growth |
A special focal point in 1999 was the company�s strategic orientation, aimed at also securing growth in the future. Globalization and the fiercer competition worldwide on the trade fair market, but also the rapidly growing significance of the new media for communication and the exchange of goods were the challenges facing a customer-oriented growth strategy. In future, in view of the increasing challenges in competition and the markets, Koelnmesse will concentrate on its core expertise in the following sectors:
- Furniture, Interior Design and Textiles
- House, Garden and Leisure
- Communications, New Media and Fashion
- Technology and Environment
- Food
- Health, Lifestyle and Facilities
- Art and Culture
To this end, the following steps were initiated in 1999:
- Increasing internationality at the Cologne exhibition center through the development of an optimized foreign marketing system as well as increased internationalization of the trade fair activities through the decision - also as far as the fairs organized abroad are concerned - to give priority to supporting the Koelnmesse areas of competence.
- Use of the new media as the worldwide communication platform for exhibitors and buyers, initially in the sense of e-business for transactions between Koelnmesse and its customers - in a second phase as a platform for e-commerce, in other words, for transactions between supply and demand.
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Target group-specific advertising: over 51 million copies of printed advertising material in up to 11 languages. Advertisements with a circulation of 62 million reach up to 200 million readers in 160 countries.
Comprehensive press activities: around 160 press events and presentations annually, over 3,000 media/press releases with total circulation of over 1 million. Koelnmesse regularly sends information to 16,000 editorial offices in 120 countries, and around 25,000 journalists from 95 countries annually visit Cologne�s leading trade fairs.
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