Participation in trade fairs evolves. From the information we as an organisation receive from participants, we recognise an increased sense of targeting among participants says Plantarium fair manager Jos van Lint. "We think increasingly more consciously about what we want to offer visitors. What is the message? We make conscious product choices, thinking about showing applications and materials that may trigger visitors. Those businesses are focusing on consumers, because they, after all, are the buyers". Van Lint also notices that businesses that do not compete but want to continue to serve a similar type of customer and have a certain image tend to stick together and make up a room. "They all have their own identities, but they do benefit from a similarly striking image. It varies from two businesses to maybe about 30, which creates whole blocks or little streets, and that clearly has its advantages for visitors."
Another striking element is that the type of concept is changing. "The trend was visibly there last year and it only gaining strength, says Van Lint. "The presentation tables that used to be the high point of presentation technique and were a real concept, are now outdated or have been specialised. Those businesses increasingly work on the basis of how they can help customers, garden centres, wholesalers, DIY stores and gardeners to reach the end user as efficiently as possible and as such being able to fit it in with their sales formula."
Plantarium 2012 will be held in the Plantarium building at the International Trade Centre in Boskoop-Hazerswoude, from 22 to 25 August 2012.
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