20 years of Maxpol
The 20th anniversary of company operations provides the perfect opportunity to recapitulate. We are talking with Tadeusz Michalak – CEO at Maxpol Ltd. about the company development.
Please tell our readers how Maxpol was set up and how the company has developed throughout the years. Which periods were especially successful and which were beset with problems?
We organised the first trade fair in Lviv 20 years ago. We wanted to resuscitate the traditions of the eastern trade fairs held in this city before 1939. The close proximity and significant economic changes had created an opportunity for establishing business contacts in the new status quo. After the said trade fair, we decided to prepare and organise events in other Ukrainian cities: Kiev, Dnipropetrovsk, Donetsk and Kryvyi Rih. At the same time, we began organising trade fairs in Minsk, Belarus and in Kaliningrad. Currently, we are organising shows in several dozen countries in Eastern, Western and Southern Europe as well as in the United States, Canada and the United Arab Emirates. In successive years, we recorded a constant increase in both the number of exhibitors as well as the number of countries represented during our trade fairs. The period 2008-2009 was not so successful for our company when the number of exhibitors, in particular from the construction engineering and automotive industries, dropped.
How do you evaluate the activity of Polish exhibitors at international trade fairs over the period of the last 20 years?
In my opinion, they have been increasingly more active throughout those years. It is a consequence of the fact that as some sectors develop and grow, their export activity increases and they seek new consumers and new markets for their products. I think that the amount of business done could have been even greater if the governmental programmes for branch promotions had been better and the reimbursement of costs incurred during preparations for trade fairs had been more substantial. At the moment, it is poor and bears little comparison to the actual expenses.
Have Polish companies become more active during trade fairs after the global economic crisis reached its zenith?
Their activity is growing slowly. In the present situation, it would be a good idea to allocate additional resources to encourage the involvement of companies. Exhibitors take costs into account and try to limit them in various ways. This is a message to the Ministry of Economy and Regional Offices to find the necessary resources that would support the operations of such companies.
You are in charge of a variety of trade events abroad. Which sectors or industries does Maxpol specialise in?
We organise trade fairs for many sectors of the economy. We specialise in agricultural and food events (confectionery, agricultural machines, packaging), specialist shows for construction engineering, trade fairs connected with water supply and heating systems as well as events for the automotive industry.
Which agricultural and food events are most popular among Polish exhibitors? Which trade fair editions will be the leading events in 2010 in this sector? Is it already necessary to book exhibition areas for trade fairs to be held in 2011?
The most important events include trade fairs held in Germany, Russia, France and England, i.e. large countries where every company with a good product will find a spot. In the case of some events, it is necessary to book exhibition space well in advance due to increased interest and high attendance. The most important food trade fairs include SIAL in Paris and ISM in Cologne, whereas MIMS in Moscow is the most popular automotive show. Exhibition areas for the 2011 edition of the above-mentioned fairs need to be reserved now.
The presence of Polish exhibitors at trade fairs is still characterised by increased fragmentation. When – as it is in other countries – will it be possible to visit a single yet large national exhibition area during one of the main international trade fairs?
Opinions in this aspect are divided. Some exhibitors do not want to belong to a group. Undoubtedly, competition plays an important role in this. Insufficient space as well as no possibility of ensuring proper conditions for a visual presentation of products, tastings and demonstrations of product potential is another argument against group participation in trade events. National stands are prepared mainly by such countries as China, Brazil, Mexico, Great Britain or Taiwan. Besides trade fairs, economic missions are organised by certain companies. They are prepared for select specialist groups of large numbers or a dozen or so companies. The success of such missions depends on the proper organisation of commercial meetings, i.e. on the second party, its approach towards specific matters and interest in our goods.
Is it easy to organise professional trade events?
The whole process is extremely complex. Obviously, it is affected by the scope of assistance provided.
We offer comprehensive support. Our exhibitors are provided with a full package of services connected with their participation in trade fairs and exhibitions, including stand design, development and all-round services, translation services, the presence of hostesses and auxiliary personnel. Additionally, we offer extensive support in the organisation of the entire stay: accommodation, daily hotel-trade fair-hotel transfers as well as full logistics. Our customers can also make use of a well-integrated team of experienced employees who are able to provide professional advice or help in the execution of individual projects. Moreover, we offer a wide range of services connected with advertisements in trade fair and exhibition catalogues as well as in specialist sector journals published in a given country. Meeting our customers’ needs, taking care of their comfort as well as being responsible for the commercial success the participants of our events' is Maxpol's mission.
How is it possible to start a partnership with Maxpol? What kind of services can exhibitors who commence working with your company count on?
Our website is the best form of communication and the source of vital information. Every exhibitor can find details about every trade event or select a country, city or period. Information concerning the thematic scope of a selected event and participation conditions will be displayed afterwards. It is only necessary to send an inquiry and place an order after making all the necessary arrangements. We will take care of the rest.
Is access to resources allotted for the reimbursement of costs incurred in connection with participating in trade events still difficult?
Subsidies from Sector Promotional Projects provided by the Ministry of Economy are not possible at the moment due to the restricted resources assigned to trade fair participation. Currently, financial support can be obtained in two ways. Programme 6.1. “Passport to Export” is the first alternative which makes it possible to receive financial help for projects executed in two stages. The first stage is connected with working out a plan for export development. Implementing such a plan takes place in the second stage. As part of this stage, it is possible to obtain financial support for participation in trade events abroad as an exhibitor. The second form of support is based on Regional Operational Programmes 2007-2013 for particular provinces. Some of them have substantial resources at their disposal; however, not all of them provide financial support for participation in trade fairs.
You are organising a trade event in Poland for the first time in May this year. It is a completely new challenge for Maxpol. Will trade fair organisation in Poland become an important segment of your company operations, as with the organisation of events abroad?
This step is a consequence of a niche which appeared in trade fairs abroad. It is true that we are organising the first trade fair in Poland. Is it a new challenge? To a large extent, yes, but the experience we have gained in the organisation of events abroad can also be put to use in Poland. An experienced and skilful team can overcome all obstacles, and the trust in and recognition of our company is undoubtedly a guarantee of satisfaction and success. I think that organising trade shows in Poland will become an important part of our company’s operations and the events will be noticed and recognised on the Polish market.
In your opinion, will trade events still be an important place of contact between entrepreneurs and a promotion company in the times when the Internet is omnipresent and it is possible to exchange information online?
Trade fairs are the best tool of direct marketing. No other form of marketing has such benefits and delivers such advantages. Based on twenty years of experience, we have evidence that many of our customers, who took their first steps in business a long time ago, participate in trade fairs to be noticed, meet with their customers and make further arrangements as regards deliveries and supplies. Most of them have representatives who they collaborate with every day. As I have already mentioned, according to general opinion, trade fairs are the best method of marketing. Each method has its strengths. However, none of them has what trade events can offer – to be a platform for direct contact. Through participation in trade fairs, it is possible to influence customers effectively and directly. No other form of promotion can offer such benefits, not to mention demonstrations or tastings. No modern form of communication, such as telemarketing, emailing or SMS, will win customer's trust to such an extent as during a trade event, where direct interaction is possible.
Finally, what would you like to say to your current and potential business partners?
The prestige and satisfaction of our exhibitors are Maxpol’s most important desires. I wish to emphasise once more that, in my opinion, trade fairs and exhibitions are an extremely effective way to sell many products to many customers for better costs and in a short time. Customers are wiser and want to know more all the time. Direct personal contact with a customer during a trade fair makes it possible to demonstrate a product or present a company in a better and more effective way. We provide not only professional support but also a wide array of services. Our company's accomplishments are supported by the numerous plaudits we have been awarded, which bear testimony to our operations. We would urge all interested companies to collaborate with us and take an active part in select trade fairs.
Author: Tomasz Panczyk
t.panczyk@foodfrompoland.pl
We organised the first trade fair in Lviv 20 years ago. We wanted to resuscitate the traditions of the eastern trade fairs held in this city before 1939. The close proximity and significant economic changes had created an opportunity for establishing business contacts in the new status quo. After the said trade fair, we decided to prepare and organise events in other Ukrainian cities: Kiev, Dnipropetrovsk, Donetsk and Kryvyi Rih. At the same time, we began organising trade fairs in Minsk, Belarus and in Kaliningrad. Currently, we are organising shows in several dozen countries in Eastern, Western and Southern Europe as well as in the United States, Canada and the United Arab Emirates. In successive years, we recorded a constant increase in both the number of exhibitors as well as the number of countries represented during our trade fairs. The period 2008-2009 was not so successful for our company when the number of exhibitors, in particular from the construction engineering and automotive industries, dropped.
How do you evaluate the activity of Polish exhibitors at international trade fairs over the period of the last 20 years?
In my opinion, they have been increasingly more active throughout those years. It is a consequence of the fact that as some sectors develop and grow, their export activity increases and they seek new consumers and new markets for their products. I think that the amount of business done could have been even greater if the governmental programmes for branch promotions had been better and the reimbursement of costs incurred during preparations for trade fairs had been more substantial. At the moment, it is poor and bears little comparison to the actual expenses.
Have Polish companies become more active during trade fairs after the global economic crisis reached its zenith?
Their activity is growing slowly. In the present situation, it would be a good idea to allocate additional resources to encourage the involvement of companies. Exhibitors take costs into account and try to limit them in various ways. This is a message to the Ministry of Economy and Regional Offices to find the necessary resources that would support the operations of such companies.
You are in charge of a variety of trade events abroad. Which sectors or industries does Maxpol specialise in?
We organise trade fairs for many sectors of the economy. We specialise in agricultural and food events (confectionery, agricultural machines, packaging), specialist shows for construction engineering, trade fairs connected with water supply and heating systems as well as events for the automotive industry.
Which agricultural and food events are most popular among Polish exhibitors? Which trade fair editions will be the leading events in 2010 in this sector? Is it already necessary to book exhibition areas for trade fairs to be held in 2011?
The most important events include trade fairs held in Germany, Russia, France and England, i.e. large countries where every company with a good product will find a spot. In the case of some events, it is necessary to book exhibition space well in advance due to increased interest and high attendance. The most important food trade fairs include SIAL in Paris and ISM in Cologne, whereas MIMS in Moscow is the most popular automotive show. Exhibition areas for the 2011 edition of the above-mentioned fairs need to be reserved now.
The presence of Polish exhibitors at trade fairs is still characterised by increased fragmentation. When – as it is in other countries – will it be possible to visit a single yet large national exhibition area during one of the main international trade fairs?
Opinions in this aspect are divided. Some exhibitors do not want to belong to a group. Undoubtedly, competition plays an important role in this. Insufficient space as well as no possibility of ensuring proper conditions for a visual presentation of products, tastings and demonstrations of product potential is another argument against group participation in trade events. National stands are prepared mainly by such countries as China, Brazil, Mexico, Great Britain or Taiwan. Besides trade fairs, economic missions are organised by certain companies. They are prepared for select specialist groups of large numbers or a dozen or so companies. The success of such missions depends on the proper organisation of commercial meetings, i.e. on the second party, its approach towards specific matters and interest in our goods.
Is it easy to organise professional trade events?
The whole process is extremely complex. Obviously, it is affected by the scope of assistance provided.
We offer comprehensive support. Our exhibitors are provided with a full package of services connected with their participation in trade fairs and exhibitions, including stand design, development and all-round services, translation services, the presence of hostesses and auxiliary personnel. Additionally, we offer extensive support in the organisation of the entire stay: accommodation, daily hotel-trade fair-hotel transfers as well as full logistics. Our customers can also make use of a well-integrated team of experienced employees who are able to provide professional advice or help in the execution of individual projects. Moreover, we offer a wide range of services connected with advertisements in trade fair and exhibition catalogues as well as in specialist sector journals published in a given country. Meeting our customers’ needs, taking care of their comfort as well as being responsible for the commercial success the participants of our events' is Maxpol's mission.
How is it possible to start a partnership with Maxpol? What kind of services can exhibitors who commence working with your company count on?
Our website is the best form of communication and the source of vital information. Every exhibitor can find details about every trade event or select a country, city or period. Information concerning the thematic scope of a selected event and participation conditions will be displayed afterwards. It is only necessary to send an inquiry and place an order after making all the necessary arrangements. We will take care of the rest.
Is access to resources allotted for the reimbursement of costs incurred in connection with participating in trade events still difficult?
Subsidies from Sector Promotional Projects provided by the Ministry of Economy are not possible at the moment due to the restricted resources assigned to trade fair participation. Currently, financial support can be obtained in two ways. Programme 6.1. “Passport to Export” is the first alternative which makes it possible to receive financial help for projects executed in two stages. The first stage is connected with working out a plan for export development. Implementing such a plan takes place in the second stage. As part of this stage, it is possible to obtain financial support for participation in trade events abroad as an exhibitor. The second form of support is based on Regional Operational Programmes 2007-2013 for particular provinces. Some of them have substantial resources at their disposal; however, not all of them provide financial support for participation in trade fairs.
You are organising a trade event in Poland for the first time in May this year. It is a completely new challenge for Maxpol. Will trade fair organisation in Poland become an important segment of your company operations, as with the organisation of events abroad?
This step is a consequence of a niche which appeared in trade fairs abroad. It is true that we are organising the first trade fair in Poland. Is it a new challenge? To a large extent, yes, but the experience we have gained in the organisation of events abroad can also be put to use in Poland. An experienced and skilful team can overcome all obstacles, and the trust in and recognition of our company is undoubtedly a guarantee of satisfaction and success. I think that organising trade shows in Poland will become an important part of our company’s operations and the events will be noticed and recognised on the Polish market.
In your opinion, will trade events still be an important place of contact between entrepreneurs and a promotion company in the times when the Internet is omnipresent and it is possible to exchange information online?
Trade fairs are the best tool of direct marketing. No other form of marketing has such benefits and delivers such advantages. Based on twenty years of experience, we have evidence that many of our customers, who took their first steps in business a long time ago, participate in trade fairs to be noticed, meet with their customers and make further arrangements as regards deliveries and supplies. Most of them have representatives who they collaborate with every day. As I have already mentioned, according to general opinion, trade fairs are the best method of marketing. Each method has its strengths. However, none of them has what trade events can offer – to be a platform for direct contact. Through participation in trade fairs, it is possible to influence customers effectively and directly. No other form of promotion can offer such benefits, not to mention demonstrations or tastings. No modern form of communication, such as telemarketing, emailing or SMS, will win customer's trust to such an extent as during a trade event, where direct interaction is possible.
Finally, what would you like to say to your current and potential business partners?
The prestige and satisfaction of our exhibitors are Maxpol’s most important desires. I wish to emphasise once more that, in my opinion, trade fairs and exhibitions are an extremely effective way to sell many products to many customers for better costs and in a short time. Customers are wiser and want to know more all the time. Direct personal contact with a customer during a trade fair makes it possible to demonstrate a product or present a company in a better and more effective way. We provide not only professional support but also a wide array of services. Our company's accomplishments are supported by the numerous plaudits we have been awarded, which bear testimony to our operations. We would urge all interested companies to collaborate with us and take an active part in select trade fairs.
Author: Tomasz Panczyk
t.panczyk@foodfrompoland.pl