More than half of the exhibitors of Ferroforma - Practical World will be aliens

José Miguel Corres, Managing Director of BEC (Bilbao Exhibition Centre), was optimistic, but cautious: "We are aware of the current crisis situation, but I think it is clear that it is a period of opportunity." We have 18 edition of this event, but the first reinforced this muscle which gives us the collaboration with Practical World (Cologne), the most important fair of the sector. "This strength allows us to deal with the new edition with enthusiasm and with the security that is going to be a great contest".

Angel Pereda, director of Ferroforma-Practical World, also made a reference to the celebration of the fair in a unfavourable economic framework. "Four months after the conclusion of the pageant, 595 registered firms from 24 different countries, it is a figure to be framed in the economic times we are living". "Despite everything, we have achieved that almost 600 companies rely on this platform to present their products, explore new markets, new opportunities".

The inscription of 53 per cent of foreign exhibitors is interpreted as "the demonstration of leadership of Ferroforma". Most of these foreign companies are of the European Union (35 percent), but also the presence of Asians is relevant (13 percent).

Another interesting fact: 19 per cent of the exhibitors goes for the first time.

24 Percent of the exhibitors belongs to the sector of industrial supplies for the construction and employment protection; 23 percent to hand tool; the 16 per cent to hardware and home, 11 percent to locksmith and fittings, 10 per cent to decoration, equipment, lighting, and garden; 7 percent to fixation; another 7 percent for the sector of machinery for wood and electroportátil and the and 2 percent for services.

Angel Pereda, also stated that, understanding the DIY as an activity, "Ferroforma is the most important fair for DIY in Spain".

The effort by the organizers of Ferroforma to maintain its leadership also gets highlighted in an enlarged business. If even the previous edition was accessed to 27 countries with a network of sales, of the SPRI (belonging to the Basque society) and several commercial offices, Ferroforma is now present in over 50 countries. "In this section - said Angel Pereda - the provision of Practical World has helped us to reach Canada, United States, Russia, Thailand, Singapore or Japan, to put some".

Uptake of visitors has also been subject to renewed and intensive actions. In the absence of four months for the fair, already had a 6.6 per cent more registered visitors which in the previous edition. In other words, professional buyers to take a proactive stance, enter on the website of the BEC and sign.

Actions with the groups of purchase are also giving good results. In December, a total of 23 Spanish groups and other so many foreigners already had confirmed their attendance, some of them with its own stand.

The contest director summarized the objectives of the agreement with the Cologne fair in three main: quality improvement, multiplication of the sales force (ability to many more countries, for the benefit of exhibitors) and management of the European fairs of the sector (celebration of Practical World in even-numbered years and Ferroforma in the odd).

Among the new features, card ExhibitorPlus +, which is given to exhibitors of Practical World of the previous edition and this of Ferroforma and awarded a number of advantages to be present at both fairs (advertising benefits)(, more personalized care in mounting and dismounting).

Copies

Both the fair in Cologne, and BEC take on the commitment to the defence of intellectual and industrial property. Angel Pereda noted the inclusion in the application form for the participation of a section in which the Exhibitor signed a commitment to good business practices among other actions.

Exhibitors have during the event of a legal advice, if in a moment of the event required to respond to any question of this nature.

Hans Joachim Kampen, product manager of Practical World stated firmly that the last edition of Practical World was a success. "It's a very similar to Ferroforma fair, from the point of view of visitors, and the segments to which it is addressed." These conceptual similarities are that we opted for the collaboration with Ferroforma. Moreover, I note matches the city of Cologne with Bilbao, not only because of the potential of purchase that exists around the two cities or their relationship with the production tools, but also by the tourist factor of Bilbao and Cologne. Ferroforma is a visit worthwhile.

"The economic situation is critical, but that set of circumstances that I have said I believe give successes in even-numbered years in Cologne and the odd in Bilbao".

Jon San Martín de Herramex, the Spanish Association of manufacturers of tool Manual, whose objective is to promote the exports of the companies also participated in the presentation of the 18 edition of the fair. It comprises 29 members representing 90 percent of the Spanish production.

In 2007 they checked 383 million euros (increase of 6.5 per cent). 35 Per cent of the turnover comes from exports, with France (13%), Portugal (12%), Germany (11 percent), United Kingdom, Netherlands and United States as major markets.

"The collaboration of Herramex with Ferroforma has been going since the fair began in 1974 - said Jon San Martín-." We are still considering the fair as an ideal meeting point to boost sales in Spain and abroad. Ferroforma is one of the most important actions of the sectoral Plan we establish annually... "The times are not to be optimistic but I think that everyone can make to have the best possible fair".

He also attended the event Jordi Albareda Ureta, director for the northern region of Leroy Merlin. He exhibited interesting data. The conditioning of the home market reached 13.250 million euros in 2007, compared to 8,740 billion in 2002. In large part this is due to increased housing started in Spain. The housing stock is over 22 million and in 2007 there were over 800,000 housing units under construction. Spain represents 40 percent of the construction in Europe. As a result the offer of DIY, hardware, etc. has grown.

Surprisingly Jordi Albareda said the turnaround in 2008 and I would point out that the situation has made it to decrease the trust of the consumer. "We know that there is crisis - he said - but we will take the opportunity in the medium to long term because we are convinced that we are before a new economic model and new consumer habits in Leroy Merlin." "Even so, we have to deal with the short-term".

As key points in his strategy, he stressed the duty to innovate and enhance the existing shopping area, as well as respond to the expectations of the different groups of consumers. All this must be added that the decline in the purchase of new housing is accompanied by a rise of renewal. Finally, he opted for "democratizing the DIY, i.e., to reach all people who feel the need to make DIY".