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Trade show exceeds most expectations


Thursday, 19 Nov 2009 ( #437 ) - Utrecht, Netherlands
News Story
Logistica 2009 was well received by visitors.
The global economic downturn may have concerned Logistica 2009 exhibitors, but their show stands were well presented and well received by local and international visitors.

Frank Klein Tank, Logistica 2009’s project manager, says the "largest trade fair for Benelux logistics" held from 10-14 November at Jaarburs Utrecht was more about business, with exhibitors focusing on direct contact with visitors and investing less in "frills".

"Before the show began, exhibitors had a muted outlook. Three years ago, we (were) in a boom, which is now different. Knowing that, exhibitors and visitors [adjusted] their expectations towards Logistica 2009," he explains.

Michiel Vermeulen, RAVAS Europe BV’s marketing manager, says he was initially sceptical about the expo. "Although we see some growth in order intake over the past months, economic recovery is still very fragile."

However, he adds that after the show’s first day, his scepticism disappeared. "We are very satisfied with the results. Our number of new leads, new contacts and direct orders from the show is far above average compared to previous editions and other shows we did this year."

Tjeerd Koppenol, CREPA BV’s sales manager, agrees: "We decided to exhibit and to be there for our potential customers and it has proven a success – lots of stand visits, some sales leads, new contacts, interesting discussions with visitors, information requests and even deals sealed at the stand.

"I personally feel the results are above my expectations. The atmosphere was exciting every day," he says.

Manitou Benelux’s project manager, Perry Franssen, was pragmatic. "Compared to the market situation, the show was as expected – not too busy [but] we are satisfied with the result that you can expect in this situation."

Jungheinrich showcased its used truck range.
Bart Ravelli, marketing head for Jungheinrich Nederland BV, says the forklift manufacturer chose Logistica as the first expo to showcase its used trucks. "[It] was very succesful ... the customers were very positive."

Ravelli explains that the used trucks looked like new and served as a good alternative to new trucks in today’s economic situation. "We sold trucks at this fair and a lot of people showed interest in the products," he says.

Visitor numbers were down on the previous show but that did not dampen the positive mood of the expo. Exhibitors had invested their marketing budget in Logistica and they focused on promoting their presence.

Robert van Ree, Vanderlande Industries’ marketing manager, says before and during the show, he actively marketed the company’s presence, and international customers were not forgotten.

"We see ourselves as one of the leading players in European warehousing and we want to be visible. We had an active marketing policy," van Ree says.

Unlike the previous show, visitors from all over the world including Australia, South Africa, China and the US attended Logistica 2009. In total, about 21,613 visitors surveyed the 270 exhibitor stands.

A positive atmosphere at the show.
Vermeulen praises Logitisca as giving visitors a full picture of materials handling.

"You do not only see forklift manufacturers but also safety specialists, IT-service providers and warehouse equipment manufacturers."

He says RAVAS will "definitely" be at the next show. "This is our home market and the Netherlands is globally known for its key position in the logistics and supply chain to the rest of Europe. For us, Logistica is one of the European theaters to show the latest technologies."

Koppenol says the highlight of Logistica 2009 was the enthusiasm of exhibitors and visitors. He describes it as "a great show against the tide of the economy".

He adds his attendance at the next show in three years’ time depends on the state of the economy, but notes that his company has never missed an event, so "I think we will attend".

The next Logistica is held from 13-17 November 2012 at Jaarburs Utrecht.
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