Construction Trade Shows – Benefits or Just Costs?
The company KOMA MODULAR CONSTRUCTION presented a new product at the two most significant construction exhibitions in the Czech-Slovak region - the LOW-ENERGY MODULE M3 for the construction of portable buildings, also known as modular construction, in low-energy standards. The company thus combined the advantages of modular buildings such as speed of construction, lower costs compared to standard construction by up to 30%, and the aforementioned portability with the benefits of low-energy buildings. In Bratislava at the CONECO 2010 fair, the company received a Gold Plaque for the introduction of this innovation and a Golden Leonardo for design, while in Brno at the IBF 2010 fair, it received an Honorable Mention.
Given that both fairs took place in quick succession, there was an immediate opportunity to compare them. It should be noted at the outset that weather was a significant factor affecting attendance. While Bratislava enjoyed beautiful sunny weather throughout the week, Brno essentially experienced rain. Since we exhibited outdoors, the attendance was further influenced by the weather. Nevertheless, we assess both fairs as successful. A large part of this was due to the fact that we were showcasing a new product that intrigued both invited potential customers and random passersby. The weather mainly affected the attendance of the random passersby. In contrast, if you attract interest with an interesting exhibit, people from distant places whom you captured in your invitation letters will come to visit you. However, what surprised us the most was the interest in the modern expression of the low-energy module. We must self-critically admit that in Slovakia, there is more support for innovations and fresh expressions. Modular construction itself is characterized by a cubist interpretation, and the architecture of the low-energy module is based on simplicity of lines with glazed facades and a flat roof. Throughout the entire exhibition in Bratislava, we did not encounter a question about whether a pitched roof could be applied to these modules. However, in Brno, dozens of visitors inquired about this possibility. Essentially, a pitched roof can be used on modules, but the architecture of the modules must be adapted for it. As the low-energy modules M3 were presented at the fair, the pitched roof was rather difficult to imagine on them from an aesthetic perspective. Thus, we are left wondering whether Slovaks have a greater architectural sensitivity or whether they are less creative.
Compared to our earlier participation in fairs, where we mostly presented the company, it is certainly worthwhile to present a new product. It is the fastest way to inform the professional public about new products. Especially when the innovation is recognized by an expert jury. On the other hand, the costs of participating in fairs are significant. It is quite understandable that the company pays a considerable amount for the rental of space, but we cannot come to terms with the feeling of being extorted due to the prices of additional services. Shipping services are roughly four times the normal prices for these services, yet you cannot secure them elsewhere other than from contracted fair partners. Connections are overpriced, and the construction and rental of unattractive exhibition stands is similarly costly. In this light, it is no wonder that the number of exhibitors declines every year, and the resources that companies once allocated to fairs are now used to organize client days.
In answering the question of whether participation in fairs is beneficial, we can say that if you captivate the public with a new product, then yes. Because visitors can touch everything on site. However, a mere company presentation emphasizing that you are still in business ends up as wasted resources when summed up. On the other hand, the more innovations are presented at the fair, the more attractive it becomes for both exhibitors and visitors. It is a pity that construction fairs do not announce the number of planned exhibits in advance, as is the case in the automotive industry. This would certainly increase the attractiveness and attendance of the fairs.
Given that both fairs took place in quick succession, there was an immediate opportunity to compare them. It should be noted at the outset that weather was a significant factor affecting attendance. While Bratislava enjoyed beautiful sunny weather throughout the week, Brno essentially experienced rain. Since we exhibited outdoors, the attendance was further influenced by the weather. Nevertheless, we assess both fairs as successful. A large part of this was due to the fact that we were showcasing a new product that intrigued both invited potential customers and random passersby. The weather mainly affected the attendance of the random passersby. In contrast, if you attract interest with an interesting exhibit, people from distant places whom you captured in your invitation letters will come to visit you. However, what surprised us the most was the interest in the modern expression of the low-energy module. We must self-critically admit that in Slovakia, there is more support for innovations and fresh expressions. Modular construction itself is characterized by a cubist interpretation, and the architecture of the low-energy module is based on simplicity of lines with glazed facades and a flat roof. Throughout the entire exhibition in Bratislava, we did not encounter a question about whether a pitched roof could be applied to these modules. However, in Brno, dozens of visitors inquired about this possibility. Essentially, a pitched roof can be used on modules, but the architecture of the modules must be adapted for it. As the low-energy modules M3 were presented at the fair, the pitched roof was rather difficult to imagine on them from an aesthetic perspective. Thus, we are left wondering whether Slovaks have a greater architectural sensitivity or whether they are less creative.
Compared to our earlier participation in fairs, where we mostly presented the company, it is certainly worthwhile to present a new product. It is the fastest way to inform the professional public about new products. Especially when the innovation is recognized by an expert jury. On the other hand, the costs of participating in fairs are significant. It is quite understandable that the company pays a considerable amount for the rental of space, but we cannot come to terms with the feeling of being extorted due to the prices of additional services. Shipping services are roughly four times the normal prices for these services, yet you cannot secure them elsewhere other than from contracted fair partners. Connections are overpriced, and the construction and rental of unattractive exhibition stands is similarly costly. In this light, it is no wonder that the number of exhibitors declines every year, and the resources that companies once allocated to fairs are now used to organize client days.
In answering the question of whether participation in fairs is beneficial, we can say that if you captivate the public with a new product, then yes. Because visitors can touch everything on site. However, a mere company presentation emphasizing that you are still in business ends up as wasted resources when summed up. On the other hand, the more innovations are presented at the fair, the more attractive it becomes for both exhibitors and visitors. It is a pity that construction fairs do not announce the number of planned exhibits in advance, as is the case in the automotive industry. This would certainly increase the attractiveness and attendance of the fairs.
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