It’s a quarter of a century since Messe Frankfurt decided to take its business from the safe brick walls of its hefty German exhibition halls out into the wider world beyond. Today the organiser sits third in the global rankings of turnover of trade fair organisers behind only Reed Exhibitions and GL Events. At home its venue plays host to events up to 356,000sqm in size, making it second only to Deutsche Messe’s exhibition grounds in Hannover.
Now, 25 years since the Messe Frankfurt’s first foreign exhibition opened its doors in Hong Kong, president and CEO Wolfgang Marzin is the man responsible for driving the company into new territories and expanding the Messe Frankfurt brand on a truly global scale. Marzin started the year by celebrating 10 years in the Middle East with subsidiary Epoc Messe Frankfurt, a subsidiary now charged with taking the company’s successful safety and security event Intersec to India.
As Germany and its European neighbours prepare themselves for another year of financial contraction, Marzin talks to EW about the company’s continued international rollout, not least its big push into Asia.
How did you start in the industry? What did you do before working in international exhibitions?
I have always enjoyed working with other people. Because of this, the exhibition industry is the ideal working environment for me, which is why I have remained here as a manager for over 20 years. After thorough training as a freight forwarding agent at Munich-based transport company Schenker and completing business administration studies with a focus on foreign trade, I joined IMAG in Munich as a project manager working in the area of overseas fairs. In 1991, I joined Messe Munich and then moved to Messe Düsseldorf, where I took over as head of its Chicago subsidiary. Since 1997 I have gained wide-ranging experience in top management positions at exhibition companies, including in Munich and Leipzig. Since April 2010, I have held the position of president and CEO of Messe Frankfurt, which I see as the most attractive, fascinating and highest-grossing trade fair centre in all of Germany.
How did Messe Frankfurt make its name in the industry?
As one of the oldest trade fair companies in the world, our brand is firmly established globally, which is something that fosters trust. Our trade fair brands are symbols of innovation and communication. We are not only the most successful and profitable trade fair organiser in Germany, but also the largest trade fair company in the world operating its own exhibition grounds.
Our other USPs include an enviable central position in Europe and state-of-the-art infrastructure that offers excellent connections to all parts of the world. Our exhibition grounds in Frankfurt play host to global flagship fairs in various business fields including technology and production, mobility and infrastructure, leisure, textiles and textile technology and entertainment media and recreation.
In these core areas of expertise, we are synonymous with the very best events and first-class customer service worldwide. Messe Frankfurt has a higher international presence than any other German trade fair company, particularly in the fast-growing markets of Asia.
Which regions have brought Messe Frankfurt the greatest business success?
Messe Frankfurt has been organising trade fairs outside Germany for exactly 25 years. The success of this model can be seen in the fact that many of our foreign events are the second- or third-largest in their respective industries worldwide after their corresponding flagship event in Frankfurt.
Our portfolio includes trade fairs at more than 30 locations around the globe whose dates and venues have been closely coordinated. In 2011 we organised 64 trade fairs outside Germany. The key region continues to be Asia, which now boasts 28 events, of which 21 took place in China alone in 2011. However, we are also making swift progress in other markets – for instance, we are currently doubling our Russian business by acquiring events such as Interlight in Moscow.
Where do you see Messe Frankfurt’s growth coming from in the future, geographically and
in terms of event types or sectors?
Our international business will continue to grow in importance. For Messe Frankfurt, sustainable international growth means placing events in carefully selected regions with excellent growth opportunities for its customers. Because of this, we aim to continue expanding our portfolio, both with our own events and by joining forces with strong partners.
Emerging markets in Asia, the Middle East and – closer to home – in Russia, are strong markets where there is still enormous backlog demand, particularly with regard to consumer goods, technology and textiles.
We are continuously exploring markets and sectors, keeping abreast of international business trends on behalf of our customers. Although our foreign business is progressing steadily, we are
very much committed to our Frankfurt base, where we are expanding our exhibition and convention business as well. We will also be able to sustain future growth by increasing our wide range of services.
At home in Germany, how does Messe Frankfurt compete with its competitors?
Today, Messe Frankfurt is one of the global leaders in our industry. In 2011, Messe Frankfurt was in the top three of its sector worldwide and the clear market leader in Germany.
There will always be competition in the international exhibition industry, even within our own country. And competition is important in that it spurs us on to raise the bar even further and to build on our market lead.
How important is measurement and auditing in helping to promote the exhibitions business as a marketing medium? Do financial directors at exhibitors go by number or by reputation? What message should we be sending to them?
Reliable key figures are becoming increasingly important for measuring the success of trade fairs. Many of our exhibitors are very active in this regard and monitor their stand traffic data carefully. Trade fair companies are also obliged to provide precise and correct data on events.
In Germany, this is overseen by the Society for Voluntary Control of Fair and Exhibition Statistics (FKM), which I have the honour of chairing. The function of this organisation is to provide uniform criteria for reporting the amount of exhibition space sold and the number of exhibitors and visitors at trade fairs and to verify that these criteria are being adhered to. Since 2011 the FKM audit has constituted certification. As part of a voluntary self-regulatory initiative, most trade fair companies in Germany have their exhibitor and visitor figures verified by external auditors in accordance with clearly specified regulations.
What are the foundations of Messe Frankfurt’s management strategy?
One of the methods we are most proud of is a series of management meetings conducted without a predetermined agenda. It’s a ‘speakers corner’-type format whereby anybody attending can raise any issues they like. They function like family meetings. I think this demonstrates the kind of management we have at Messe Frankfurt. It’s very important to us to gain information from the people out in the field. It helps us to establish a common understanding of what needs to be in Messe Frankfurt’s portfolio.
What advice would you give to anybody looking to take their shows into new sectors or geographical regions?
It is very important to do your research and stay ahead of your competitors if you want to pinpoint the markets that show potential. When you spy a gap in the market, or one becomes available, you need to be the first mover. If you’re not then logically, you will not be ahead. For example, we were the first German venue to offer free Wi-Fi. Fail or not, we do it.
How do you ensure your international business retains the seal of quality that people associate with your domestic events?
Our name is clear for everyone to see in the shows and companies we operate overseas [Epoc simply became Epoc Messe Frankfurt]. It’s important to manage the shows you establish overseas effectively in order for them to deliver the same quality and standards people expect of your home shows.
It’s even more important to do this when you consider the fact that while they may begin life overseas, in time they could work their way back to your home venue. For example, our security show Intersec in Dubai does not exist in Frankfurt, but we expect that some day it will.
That’s the good thing about offices abroad, they can come back to us with business.
What would you be doing if you were not in international exhibitions?
As I have a great love of nature, I would probably be a farmer.
When you are not working, how do you relax?
Spending time with my family and sports – I enjoy all kinds of alpine sports, as well as
running, tennis and cycling.
Any comments? Email exhibitionworld@mashmedia.net
