To promote its 2018 edition – 23 to 28 April at Paris Nord Villepinte – Intermat wanted to organise high-value-added events in its target countries. Promosalons used its network to make this happen in 14 EMEA* countries. The regional offices worked with the organiser to devise, prepare and run the meet-ups. Trade show director Isabelle Alfano introduced and moderated most of the discussions. In some countries, it was her teams who took the initiative forward while in others, Norway and Turkey for instance, the delegates themselves orchestrated the whole operation. They moderated the discussions and presented the new directions and innovations for Intermat 2018.
Two types of event
Eleven regional offices organised round table discussions centred on a common theme: “Construction and infrastructures: markets and growth prospects”. They covered the results of the Intermat Construction Observatory, from the perspective of the major construction projects between 2025 and 2030 with a focus on the development potential of the countries in question. The UK, Switzerland and Senegal opted for a press and associations roadshow, which they felt would have more impact in their countries.
On average, 30 people attended the meet-ups (30 in Milan, 23 in Turkey, 50 in Morocco, 15 in Algeria, 19 in Norway) and, most importantly, there was a good turnout from the target groups: exhibitors and prospective clients, construction companies, concession holders and distributors, lessors, science and technology centres, institutions, contractors and the media. One event was attended by 14 Italian journalists who then went on to publish a total of 19 articles. In addition to the press coverage, it also led to increased activity on INTERMAT’s social media accounts, new exhibitors signing up and brand new institutional partnerships. A prospective customer in Germany booked a 200 m² stand. The event also helped to promote the trade show in Turkey, which is already moving in the right direction with 4,000 m² of stands booked. The Ministry of the Economy signed up for a 50 m² stand and the Central Anatolian Exporters’ Association, Turkish Machinery, which is very selective in its trade show attendance, also booked for the show. Intermat and Promosalons organised these local operations to strengthen ties with all the industry players, create proximity with companies, provide content and encourage networking. As a bonus, these very popular events enhanced the visibility and renown of the Intermat brand on the international market.
*EMEA: Algeria, Belgium, Germany, Italy, Morocco, the Netherlands, Norway, Portugal, Senegal, Spain, Switzerland, Tunisia, Turkey, UK.
In the words of Isabelle Alfano… Director of the Construction Division at Comexposium
"For Intermat 2018, we wanted to find an innovative way to attract players from the construction industry as early as possible and to position it as a specialist event with content that is both global and market-specific. We’re really happy with the results, in particular the partnerships we forged or strengthened with the trades and media. Many articles appeared, and continue to appear, after the event so we can expect a 2018 edition that’s both productive and enterprising."