This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Entrevista a Ángel Pereda, director de Ferroforma

"We are working much in attracting foreign buyers from countries with great potential"

Interview with Angel Pereda, director of Ferroforma

Ibon Linacisoro28/01/2009

January 28, 2009

More than 700 companies will be represented in Ferroforma 2009, to be held from 25 to 28 March in Bilbao Exhibition Centre. "We are making an extraordinary effort to attract visitors and bring to foreign and domestic buyers," said Angel Pereda, director of the contest. Pereda has been analysed to Interempresas Ferroforma news and the situation of the sector.

You had the responsibility for organizing Ferroforma for many years, then there was a hiatus, and now again is the director of this room...

I started at the fair in Bilbao with Ferroforma, because I entered the year 76 and the contest was recently created (specifically born in 1974). Since then, I have been involved in all the editions of Ferroforma, although not as director, because before the organizational structure was different. In any case, we can say that I responsabilicé of the fair until the year 2002. The 2004 and 2007 editions not organized them I, but when José Luis Sáez, director at that time, changed company, makers of this entity returned to think of me as a responsible organization.

How has the sector be found? Have you noticed many changes?

Yes, there have been many. The first change, which is not new but it is the most remarkable in my opinion, affect the supply chain of product in the world of the hardware store. The second is that people and businesses evolve. Companies that previously had all the power of decision in Spain, have been transformed and today these decisions are made outside our country. There have been mergers, purchasing and this has resulted in new scenarios.

"Exhibitors of life tell me that they have much to thank Ferroforma"

Has it also changed the vision of the companies with respect to the fairs?

Generally no, although there are companies that have made the decision to try other marketing experiences, albeit at the good end part of them have just again incorporating the fairs as a key resource for their business strategy. Diversify is a vital necessity given the speed at which we live today, globalization, changes in the centers of power, etc. The fairs are an instrument which on occasions has been widely criticized, but currently remain the only platform where premium the human factor, the relationship face to face, and that it is revalorize. For this reason, I would say that the fairs are becoming increasingly important.

Now everyone wants to measure everything. The fair is not medible…

There are ways to measure the results of participation in a fair, but it is clear that it also has a very important intangible component. In industrial products, for example, the purchase decision is influenced by the relationship with the client, and many factors come into play which cannot be translated numerically.

With regard to Ferroforma, say exhibitors of life tell me that they have much that thank to the fair, here began to diversify its sales and to internationalize their activities. Some, and allow me the expression, 'made men' in Ferroforma. Therefore, sometimes the profitability is larger.

Given the change in the chain of distribution, the greater role of DIY centres, etc. do vary the profile of the visitors to Ferroforma?

Yes, the profile has changed. That is why we have with cooperatives, associations, groups of purchase, etc. But there is a percentage of hardware stores that are not associated with any Centre. We also address these. I don't know how this will end this but now it is difficult to increase the number of large shopping areas, because there is no more space.

I think that more will no longer be possible. It has gone down a lot the number of small hardware stores, but I think that little will change, I do not think to disappear all.

"To unite with the Cologne trade fair, our sales network has increased its strength"

What data does it highlight Ferroforma 2009?

I would like to highlight that, at this time of crisis, which affects especially the construction, the domestic market not through his finest hour. Long since we we have adapted to new markets. We are making a special effort in attracting foreign buyers of strategic countries, with great potential, Europe East, South America, Arab countries, etc. I think this is the most notable. Of course, we do not forget the national market, cooperatives, groups of shopping and supermarkets, but in addition, we encourage the participation of these groups from abroad, to help companies to export.

Ferroforma 2009 is the first edition that has reached an agreement with the fair in Cologne.

Join us, our network of sales has increased, has greatly increased. We are now present in 50 countries around the world, which facilitates a greater knowledge of the market and a much more direct access to those people and companies with purchasing power to invite them to Ferroforma. In General, the collaboration with colony increases our commercial strength to attract exhibitors and visitors at the international level.

What is your opinion deserve you the rest of exhibitions related to the sector?

The hardware sector has always been different exhibition experiences. I, in so many years, I've seen many, of which some remain and others are not. In my opinion, the market will make everyone in place and not think giving the hardware sector for such fair. Precisely, the agreement with colony also aims to sort the fair offer in Europe. Thus, left Cologne in even-numbered years and Ferroforma in odd-numbered, two 'strong' events that we believe should be sufficient to cover this market and annually, respond to their needs of meeting and commercial exchange.