“The strategy of section formation of Russian Agro Industrial exhibition “Golden Autumn- 2003”
Bautina Zoya Alexandrovna
Director general of Russian Agro Industrial exhibition “Golden Autumn”
Dear guests and colleagues!
Let me greet you with all my heart and thank you for your participation in our event.
We consider this meeting very important and necessary. This is already our fifth greatest exhibition project in Russia, the biggest inter-industrial and specialized international Agro Industrial exhibition “Golden Autumn”. Each time we start our preparations for it, a lot of questions we would like to ask each other arise, together we solve a number of problems, but yet always some questions remain for us to discuss. That is why today I’d like to listen to your suggestions and we will try to work out the strategy of the exhibition development for the next 2-3 years.
In 2003 the international agro industrial exhibition “Golden Autumn” will be held traditionally on the territory of All-Russian exhibition center from 10th up to 14th of October in pavilions №№ 20,26,32,33,55,57,58 and in the open area.
The overall exposition territory will cover more than 40 000 sq.m. This year a new pavilion №32 (generally known as pavilion “Kosmos”) will be added to the traditional ones. It will accommodate a specialized exhibition on stockbreeding.
An opening ceremony will take place in the open area near pavilion 57. Representatives from all the regions are supposed to take part in the ceremony; VIP-zone will be constructed for authorities and governors.
A festive ceremony will be held at a decorated stage, then the official delegation will have a look at the exhibition and later watch a concert prepared by different regional amateur theatricals.
The fair is expected on the 10th, 11th, and 12th of October. All Moscovites and guests of the capital are welcome on these days.
The 13th and 14th of October are days for specialists (invitation cards are required).
On the 11th of October a banquet will take place in the restaurant “Five Seas” on the territory of the All-Russian Exhibition Center intended for 1500 people.
Let me speak about the following things in detail: the form of participation of regional enterprises in the exhibition “Golden Autumn”; the organization of the collective exposition of the Region.
The Government of the Russian Federation, the Russian Ministry of Agriculture, Moscow Government pay great attention to the International agro industrial exhibition “Golden Autumn’”: Russia sums up the results of the agrarian year, Moscow congratulates country workers, the best enterprises of the regions present their produce at the exhibition area of the capital, wholesale firms can choose among the multitude of the offered goods the very best, investors decide where to put their money to profit from.
The exhibition “Golden Autumn’” includes all the sectors of the Agricultural Complex . Thus, it attracts manufacturing enterprises, companies providing food, machines, equipment, veterinary medication, forage, chemical and biological fertilizers, chemicals, protecting plants, seeds, cattle, poultry and the like.
Today you by taking part in the organization of the collective regional exposition bring with you a great amount of information. This is a sort of commercial proposal o your region to a potential customer, welcomed by the representatives and heads of enterprises.
Then a question arises: will there be any result out of all the spared effort and finance?
The specialists who organize the exhibition, in which about 1500 Russian enterprises take part, do their best to realize the potential of the exhibition to the fullest.
Let me dwell on some of the main issues
1. New principles of formation of regional expositions
Today subjects and structure of an exhibition "Golden autumn" precisely reflects the program of its further development.
If in the first years the whole spectrum of the regional agro-industrial complex directions was demonstrated on stands of regions, beginning with science and ending with the questions of social development of village, today there is more precise specialization: within the framework of a uniform exposition there has formed separate, large enough on scales specialized exhibitions.
The stands of the enterprises with production of plant cultivation, cattle, bird, foodstuffs, agricultural engineering, will be placed according to subjects in those pavilions, which this year on the basis of former sections will host the specialized exhibitions such as "Food complex in Russia ", "Agrotech" (Agricultural machinery and equipment for village), "Agrohimexpo", "Veterinary science and forage ", " Progressive technologies in cattle breeding ".
In the thematic structure of the specialized exhibition "Food complex in Russia " (pavilion № 57), which unites regional expositions, we offer to reflect the following directions: the newest technologies of food production, equipment for food and process industry, container and packing, technology of storage and warehousing, organization of the wholesale markets and others.
Today we can claim with certainty that within the framework of the exhibition "Golden Autumn " a unique exposition has formed. In the 10 000 sq. m. pavilion the best samples of food production from 67 regions are gathered.
There are no analogues in Russia to this exhibition. Only on the exhibition "Golden Autumn " one can see fully what the Russian enterprises produce today and of what quality.
Thus, we approach the methods of display differentially and we enable the experts coming on the exhibition to work more purposefully and effectively.
2. Modern technologies in work of a consumer-oriented exposition
What methods and technologies in organization of exhibitions can be applied nowadays to make an effective consumer-oriented exposition? How should the collective exposition of a region look like?
The first-rate international exhibitions of other countries have richest experience of organization of such expositions. At all agricultural and food exhibitions of the world they carry out a tasting of products, sell them, organize small kitchens, at which they can quickly cook and then carry out sampling selling what was cooked.
Thus products, which we just lay out on stands, do not cause questions and bewilderment but actively work voting at the same time for themselves.
Certainly, at the same time we should not forget about other not less important aims: visual aid reflection on the main stand of regional policy in sphere of the agro-industrial complex, effective organization of an informational and commercial center of region, office for negotiations, if it is necessary, VIP- zones, and also giving a possibility to all firms participants to work independently and at the full extend on the collective stand representing the newest technologies in food and processing industries.
From our part, for building up the areas we offer you some variants of such office constructions equipped with special equipment, i.e. electric stoves, ventilation, sinks, water supply and other. You can familiarize with the projects on stands in foyer.
Combining in a project two zones: office (for negotiations) and restaurant, you have an opportunity to use a restaurant or a cafe for having receptions for a lot of guests.
The experts present here understand that frequently at construction of a stand a lot of show-windows, glass and other complex equipment is used, and also additional halls are rented to hold a Day of region, and as a result the spending turns out not less than if you use the way of organization we offer.
There is already an experience of such form of region representation on the exhibition. The last year exposition of Krasnodarsky kray had doubtless success.
The Muscovites wait our exhibition the whole year to buy rare even for Moscow delicacies, for example, meat production of Tatarstan or cheap and qualitative canned food of Belgorod and Rostov, northern fish and many others truly unique Russian products of the first-rate quality.
Why can not the regions, which offer wine production, make on their expositions tables decorated in national style thus it would be possible to demonstrate the culture of serving wine and visitors could taste the best Russian wine, having paid for it? On the international exhibitions it is customary to serve vodka with the purpose of tasting it but make sure it is very much balanced, in small dozes of up to 50 grams and with snacks (production of your region).
We expose a very large quantity of poultry farming production , and actually everyone is interested in meat of what battery farm is better today? It is easy to fry grilled chicken and to advantage any way. So why do we show it only in cold store? Put near the offered production 2-3 tables and sell it. And what opportunities in that case one have with ice-cream and drinks!
All this can be developed in the theme of national and regional colour of region working with souvenirs. Usually you bring on the exhibition expensive and highly artistic souvenirs but also it is necessary to bring more inexpensive production in order to sell it as well.
3. Exhibition stand as a unique commercial offer
There is a problem that tons of food production are demonstrated on the exhibition but all this abundance is not presented in a form of a commercial offer. We should clearly show that this particular sort of sausage is the best nowadays in ingredients, flavour qualities, and ecological parameters. By the way, the theme of " an ecologically clean product " is especially urgent and claimed today. Taking this into consideration it would be possible to make modern stands reflecting along with achievement the essence of a commercial offer itself emphasizing the uniqueness of this or that production.
On the exhibition a professional contest commission works and it evaluates production but you have the right to stand up for the advantage of your product. Furthermore, recently without making fuss about it representatives of private companies (investors) try to examine all the abundance of exposed production and to understand in what it is prospective to invest their capital. Booklets and leaflets do not always carry out their task in this case. Activity and staff of the experts working on stands, program of their work on the exhibition are all as necessary as formation of the exposition itself.
Probably it might be helpful with the purpose of advertising to organize presentations with elements of show of those samples of production, which are especially interesting. It allows advertising the uniqueness of the production in alive active form.
4. Principles of placement of a regional exposition and formation of a regional delegation
Traditionally all regions wish to be placed only in pavilion №57, and more often with the purpose to be noticed (in good sense of a word) by the management. But the specificity of each region is peculiar and specialization is versatile. Why do not, for example, region, which has shown excellent figures in planting vegetables this year, make an exposition in pavilion named "Russian garden" presenting plant growing. It would not be unnoticed.
Or, for example, the region presenting the complex of cattle breeding industries of all directions is placed in pavilion that holds the specialized exhibition on cattle breeding industries. In exactly the same way it is possible to place the emphasis on farming, program of social development of village and other directions. This year Kostromskaya oblast did so. They had collective expositions in pavilions 20, 32 and 57.
Another important aspect is formation of a regional delegation. It is extremely advisable that on stands of your exposition there are the experts authorized to negotiate about deliveries, sales of what you demonstrate, they have from their part real commercial offers, investment projects, and also the information on needs of region as an inquiry for potential purchase. In other words the theme of possible deliveries and purchases (business theme) should be determining in arranging the work on your stand.
Thus having the right organization of your stand you could return some part of the means spent on the exhibition while the participants of the exhibition would reach an ultimate goal to attract attention to their own production and to receive the orders for its delivery.
With the purpose of attracting on the exhibition the potential customers we send out 20 000 invitation cards to the wholesale companies this year. We also shall distribute 15 000 tickets to you today with the expectation that you will invite the chiefs of subdivisions of the agro-industrial complex, enterprises working in agro-industrial sector and related branches from your region.
These are the most important visitors of our exhibition for whom we all work. The idea is simple once a year all experts can work together on the exhibition, and then the mechanism of commerce, the mechanism of deliveries and purchases, will work.
5. Special arrangements of the exhibition program
By the program developed in conjunction with the Government of Moscow and supported by the Mayor of Moscow Yuriy Luzhkov it is stipulated that at the time of the exhibition in all districts of capital and in territory of All-Russian Exhibition Center regional trade fairs, which already became traditional, will take place.
From our part there is an offer to organize a platform for placement the fair of Krasnodarsky kray at the Main entrance of All-Russian Exhibition Center for they already had an experience of holding such an arrangement at the time of Pancake week this year.
For all others, who wish, we offer the territory of All-Russian Exhibition Center, the central highway on the way to the main exposition of the exhibition, and also the area near the Old arch. From lorries it will be allowed to trade at exit circle behind pavilion "Space".
The invitation letters to participation of annual fair will be sent to regions on behalf of the Government of Moscow and municipal districts having traditional mutual relation within the framework of this program with the respective regions. We from our part shall conduct large advertising campaign in Moscow connecting together the exhibition in All-Russian Exhibition Center and fairs in districts of the capital, and we invite Muscovites and visitors of the capital to visit our exhibition.
At the present moment the business program of the exhibition also continues to form, and we believe that in the near future you can send to us your offers. With each year conduct of Days of regions becomes more and more pithy and saturated with business approaches. For example, the experience of Chelyabinskaya oblast is interesting from this point of view. They managed to organize a presentation almost to every large participant of their exposition.
A lot of attention is given to PR and advertising support of the exhibition. In press center of the exhibition large quantity of mass media will be accredited. There will be several contests for mass media. They will be nominated in a number of spheres including for the best article about the exhibition and the best photo-report.
All detailed information regarding the work with press, opportunity of accreditation on the exhibition, participation in contests, and the program and hours of work of the press center you can get after we finish with reports at the work of round tables.
We have very good improvements. This year many participants began working individually in the field of their own advertising (banners in pavilions, at the open areas, advertising in the catalogue, guidebook, on invitation cards). We still have time to work in this direction and to enable the large participants of collective stands to present themselves on the exhibition by the means of advertising.
I also want to draw your attention to the fact that the regions consulting professionals (regional branches of TPP or exhibition centers) during the preparation for the exhibition improve the forms of display from year to year. Therefore one of the main requests to the representatives of the regional ministries is to determine the professional operator of an exposition of a region, and to exhibition firms, our colleagues, is to prepare a section applying all modern methods of exhibition business. We have excellent examples of section preparation by the experts of TPP of Krasnodarsky kray, Samarskaya oblast, exhibition centers “RID”, “UzhuralExpo”, "Kazanskaya fair ", Yamalo-Nenetsky district.
Technical information
In the framework of the exhibition the competitive commissions will work traditionally. The application forms to participate in contests are to be sent by October 1. There will be no applications accepted on the exhibition.
At meeting there are representatives of a firm, who are already booking hotels, at the moment upon our request they have already booked about 10 hotels of different level, they are ready to offer your delegations the widest spectrum of services: from meeting at railway station and at the airport to organizing excursions in Moscow and going to theatres and museums.
On October 8 in pavilions will be constructed information stands, at which you will be met by the chiefs of pavilions. You can immediately get badges, pass documents and all the necessary information.
On October 8,9 entrance to the territory of All-Russian Exhibition Center is free of charge through any gates on production of a special pass, which we shall give you today. You also have to have with you goods-transport invoice with the address of the Russian agro-industrial exhibition "Gold autumn".
In the directory of an exhibitor there is also scheme of getting in on the exhibition and samples of all other documents.
The post of transport inspection at an entrance on the Yaroslavskoe highway will have the information on arriving cargo. There also will be set our post with an attendant, car and intercommunication with management.
I also want to tell few words that at the present moment there is an active formation of Russian unit on the international exhibition "Green week" in Berlin and on the international exhibition "Agrotechnics" in Hanover, Germany. The information on organization of the Russian sections on these exhibitions and the terms of participation in them you can get after we finish the first part of a seminar. You can also find the information in handout materials.
Dear colleagues and dear visitors!
I want to say with complete confidence that such large agro-industrial exhibitions in Russia have always been special events. At all times they were significant events in the country, the further way of development of agricultural complex was determined on these exhibitions, totals were summed up, all the best was selected. And today we should not depart from our traditional communication on exhibitions, which is necessary to be regarded as a rare advantage. Our exhibition is a holiday, communication with representatives of all structures of authority, celebration of the village worker, demonstration of all that was preserved and augmented during difficult transitional time in Russia. All this with pride will be presented on the International agro-industrial exhibition "Golden Autumn", which is the unique and most scale domestic exhibition project today.
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