35 years in the market is a unique anniversary that demonstrates strong foundations and the ability to adapt to changing business realities. How did Maxpol start and what were the biggest challenges you faced in the early years?
Yes, 35 years is indeed a special anniversary. We entered the exhibition market in May 1990 when we started our family business. The beginnings were not easy - at that time we had only a few employees and concentrated on organising exhibitions abroad, mainly in the countries of the former Soviet Union. The first exhibition we organised was in Lviv under the name LEOPOL. This event marked the beginning of our exhibition activity, which has been developing dynamically ever since. At that time we were facing a difficult economic and political situation in Poland. Organising trips for Polish companies to Ukraine or Russia, e.g. Moscow, was a big challenge. However, we managed to establish friendly relations with the most important fair organisers in each country, which enabled us to expand our activities in Ukraine, Lithuania, Latvia, Estonia and Russia.
Over three and a half decades, Maxpol has organised trade fairs on almost every continent, supporting the development of Polish exports. Which of your international projects would you consider to be groundbreaking or particularly important for the development of your company, and why?
It is true that we have organised trade fairs on all continents. We consider ISM in Cologne, the world’s largest confectionery trade fair, and PLMA in Amsterdam to be milestones in our history. In the beginning, we only had two companies and a small stand. It was also a valuable experience for us in terms of working with organisers from Western Europe. Today, at this year’s PLMA show, for example, we are already servicing 50 exhibitors, which shows how far we have come.
Your motto is: ‘Exhibitions are the best direct marketing tool’. How do you think the role and perception of exhibitions is changing in the era of digital transformation, the growth of e-commerce and the dominance of social media?
I agree - exhibitions remain the most effective direct marketing tool. The opportunity for direct contact between the manufacturer and potential customers is irreplaceable. Face-to-face meetings allow you to get detailed information about the product and agree on pricing and logistics, which often leads to contracts being signed. Despite the development of e-commerce and social media, physical presence and personal relationships still play a key role. We believe that trade shows will remain an important part of an effective marketing strategy for many years to come.
You have worked with hundreds of Polish companies over the years. What are the expectations and needs of exhibitors who decide to participate in trade fairs today, and how have these needs evolved over the past decades?
Over the past 35 years we have seen a significant change in the approach of exhibitors. We have moved from modest stands with display cases to advanced, custom-built structures equipped with screens, monitors and other modern visual communication tools. Today’s stands must not only present the product, but also attract the attention of visitors and build the brand image. Our aim is to create elegant, modern and functional stands that support our clients’ business objectives.
Maxpol was one of the first industrial exhibition organisers to open up to the Eastern European markets, including the countries of the former USSR. What was and is the importance of these markets for the development of Polish exports, especially in the context of changing geopolitical conditions?
We were one of the first trade fair organisers to open up to Eastern European markets. We started by reviving the pre-war fair in Lviv, where we were accompanied by a large group of about 30 companies, which was quite a lot at that time. Later we expanded our activities to Kiev, Dnipropetrovsk, Kryvyi Rih, Kaliningrad and Moscow, where we organised large automotive shows, mainly in the spare parts segment. Poland has long had a strong position as a producer of parts for cars and trucks. Unfortunately, changing geopolitical conditions are currently limiting the opportunities for further cooperation in these markets.
Maxpol does not limit itself to organising trade fairs - it also offers full support in stand design, logistics and technical services. What distinguishes your approach to comprehensive exhibitor services and building long-term relationships with customers?
We do not limit ourselves to organising exhibitions. We offer comprehensive support - from stand design and technical support to organising the transport of exhibits. We also help with hotel bookings and flights. From the very first contact, we work with the exhibitor to design the stand and determine its appearance, materials and product presentation. Our priorities are timeliness, quality of workmanship and a partnership approach to each client. This is why many exhibitors stay with us for years.
You have received numerous awards for your contribution to the promotion of the Polish economy on foreign markets. In your opinion, what makes Polish exports attractive, especially in the context of the food and industrial sectors?
We are proud that our activities have been recognised many times by both national and international organisations. We are a member of the Polish Chamber of Exhibition Industry, we have the title of Leader of Trade Fair Services and numerous recommendations and awards, including the title of Polish Food Export Ambassador. We believe that the strength of the Polish export offer lies in the excellent price/quality ratio, product innovation and the flexibility of producers to adapt to the needs of different markets.
Like many other sectors, the exhibition industry is currently facing dynamic changes, from technological challenges to new models of participation. What are the main trends shaping the exhibition market today and how is Maxpol adapting to these changes?
Rather than talking about revolutionary trends, it is worth paying attention to the development of technology, especially multimedia, which is increasingly appearing on stands. Screens, video presentations and interactive elements effectively attract visitors’ attention. We also adapt our offer to these changes by encouraging exhibitors to use modern means of communication. In the food industry, especially in the confectionery and meat segments, Poland has many well-known brands and successes on foreign markets.
Maintaining a leading position for 35 years requires not only consistency but also the ability to develop continuously. What values and skills do you think are key to building a brand with a strong position in such a competitive and volatile market?
Maintaining our leadership position for 35 years has been possible thanks to the consistency, reliability and hard work of the entire team. Our people are our greatest asset - they deliver projects, manage client relationships and are responsible for the success of the business. Building a strong brand requires honesty, responsibility and commitment at every stage of the business. We believe that these foundations will enable us to celebrate many more anniversaries in the future.
Finally, an anniversary is not only a time for reflection, but also an opportunity to look to the future. What are your development plans for the coming years? Can we expect new areas of expansion, services or innovations from Maxpol?
We are optimistic about the future. We are convinced that exhibitions will remain the basis for effective marketing. We are currently considering two directions: developing our business or optimising our existing offer. Regardless of the final decision, we plan to develop our presence in markets less explored by Polish exhibitors, such as Africa and South America. Our show schedule already includes events in these regions and we encourage companies to take advantage of these new opportunities.
Thank you.
Tomasz Pańczyk, Editor-In-Chef
Yes, 35 years is indeed a special anniversary. We entered the exhibition market in May 1990 when we started our family business. The beginnings were not easy - at that time we had only a few employees and concentrated on organising exhibitions abroad, mainly in the countries of the former Soviet Union. The first exhibition we organised was in Lviv under the name LEOPOL. This event marked the beginning of our exhibition activity, which has been developing dynamically ever since. At that time we were facing a difficult economic and political situation in Poland. Organising trips for Polish companies to Ukraine or Russia, e.g. Moscow, was a big challenge. However, we managed to establish friendly relations with the most important fair organisers in each country, which enabled us to expand our activities in Ukraine, Lithuania, Latvia, Estonia and Russia.
Over three and a half decades, Maxpol has organised trade fairs on almost every continent, supporting the development of Polish exports. Which of your international projects would you consider to be groundbreaking or particularly important for the development of your company, and why?
It is true that we have organised trade fairs on all continents. We consider ISM in Cologne, the world’s largest confectionery trade fair, and PLMA in Amsterdam to be milestones in our history. In the beginning, we only had two companies and a small stand. It was also a valuable experience for us in terms of working with organisers from Western Europe. Today, at this year’s PLMA show, for example, we are already servicing 50 exhibitors, which shows how far we have come.
Your motto is: ‘Exhibitions are the best direct marketing tool’. How do you think the role and perception of exhibitions is changing in the era of digital transformation, the growth of e-commerce and the dominance of social media?
I agree - exhibitions remain the most effective direct marketing tool. The opportunity for direct contact between the manufacturer and potential customers is irreplaceable. Face-to-face meetings allow you to get detailed information about the product and agree on pricing and logistics, which often leads to contracts being signed. Despite the development of e-commerce and social media, physical presence and personal relationships still play a key role. We believe that trade shows will remain an important part of an effective marketing strategy for many years to come.
You have worked with hundreds of Polish companies over the years. What are the expectations and needs of exhibitors who decide to participate in trade fairs today, and how have these needs evolved over the past decades?
Over the past 35 years we have seen a significant change in the approach of exhibitors. We have moved from modest stands with display cases to advanced, custom-built structures equipped with screens, monitors and other modern visual communication tools. Today’s stands must not only present the product, but also attract the attention of visitors and build the brand image. Our aim is to create elegant, modern and functional stands that support our clients’ business objectives.
Maxpol was one of the first industrial exhibition organisers to open up to the Eastern European markets, including the countries of the former USSR. What was and is the importance of these markets for the development of Polish exports, especially in the context of changing geopolitical conditions?
We were one of the first trade fair organisers to open up to Eastern European markets. We started by reviving the pre-war fair in Lviv, where we were accompanied by a large group of about 30 companies, which was quite a lot at that time. Later we expanded our activities to Kiev, Dnipropetrovsk, Kryvyi Rih, Kaliningrad and Moscow, where we organised large automotive shows, mainly in the spare parts segment. Poland has long had a strong position as a producer of parts for cars and trucks. Unfortunately, changing geopolitical conditions are currently limiting the opportunities for further cooperation in these markets.
Maxpol does not limit itself to organising trade fairs - it also offers full support in stand design, logistics and technical services. What distinguishes your approach to comprehensive exhibitor services and building long-term relationships with customers?
We do not limit ourselves to organising exhibitions. We offer comprehensive support - from stand design and technical support to organising the transport of exhibits. We also help with hotel bookings and flights. From the very first contact, we work with the exhibitor to design the stand and determine its appearance, materials and product presentation. Our priorities are timeliness, quality of workmanship and a partnership approach to each client. This is why many exhibitors stay with us for years.
You have received numerous awards for your contribution to the promotion of the Polish economy on foreign markets. In your opinion, what makes Polish exports attractive, especially in the context of the food and industrial sectors?
We are proud that our activities have been recognised many times by both national and international organisations. We are a member of the Polish Chamber of Exhibition Industry, we have the title of Leader of Trade Fair Services and numerous recommendations and awards, including the title of Polish Food Export Ambassador. We believe that the strength of the Polish export offer lies in the excellent price/quality ratio, product innovation and the flexibility of producers to adapt to the needs of different markets.
Like many other sectors, the exhibition industry is currently facing dynamic changes, from technological challenges to new models of participation. What are the main trends shaping the exhibition market today and how is Maxpol adapting to these changes?
Rather than talking about revolutionary trends, it is worth paying attention to the development of technology, especially multimedia, which is increasingly appearing on stands. Screens, video presentations and interactive elements effectively attract visitors’ attention. We also adapt our offer to these changes by encouraging exhibitors to use modern means of communication. In the food industry, especially in the confectionery and meat segments, Poland has many well-known brands and successes on foreign markets.
Maintaining a leading position for 35 years requires not only consistency but also the ability to develop continuously. What values and skills do you think are key to building a brand with a strong position in such a competitive and volatile market?
Maintaining our leadership position for 35 years has been possible thanks to the consistency, reliability and hard work of the entire team. Our people are our greatest asset - they deliver projects, manage client relationships and are responsible for the success of the business. Building a strong brand requires honesty, responsibility and commitment at every stage of the business. We believe that these foundations will enable us to celebrate many more anniversaries in the future.
Finally, an anniversary is not only a time for reflection, but also an opportunity to look to the future. What are your development plans for the coming years? Can we expect new areas of expansion, services or innovations from Maxpol?
We are optimistic about the future. We are convinced that exhibitions will remain the basis for effective marketing. We are currently considering two directions: developing our business or optimising our existing offer. Regardless of the final decision, we plan to develop our presence in markets less explored by Polish exhibitors, such as Africa and South America. Our show schedule already includes events in these regions and we encourage companies to take advantage of these new opportunities.
Thank you.
Tomasz Pańczyk, Editor-In-Chef
