The organisers, VNU Exhibitions and Asti Group, are welcoming an exhibitor
field of 300 international, regional and local companies from 32 countries. The
visitor promotion campaign is based on the same three layers.
"Our visitor promotion campaign is witnessing an early launch. It is
important to explain thoroughly that this Special Edition has a different scope
than the Utrecht-edition, and brings visitors the best of both worlds:
international suppliers combined with regional and local suppliers, offering the
latest from and for Eastern Europe," says project manager Ruwan Berculo.
"The campaign includes e-mail direct
marketing, direct marketing, advertisements and webvertisements. "Our main
target groups are key decision makers in the pigs, poultry and meat processing
sectors. For EDM and DM purposes we use our highly qualified VIV worldwide
database from where we make our selections. In order to enrich our own data, we
also purchase extra databases.
"A specific campaign, containing direct marketing and advertisements, is set
up in the Middle East. Furthermore, we will approach branch organisations and
associations to get their support in forwarding promotional information to their
members. Our advertisement campaign is also widespread. We co-operate with quite
a number of trade magazines in order to inform their readers - who of course are
our target groups," says Berculo.
"For regional marketing, we will co-operate with
the specialised agency Rusproject. This Netherlands-based agency is extremely
experienced in operating in Russian-language countries such as Ukraine, the
Baltics, Belarus and Kazakhstan.
Inside Russia, they focus on the main agro production and consumption
regions. We have asked them to target the high-end producers and buyers by not
only inviting them by direct mail, but also by approaching them personally by
telephone," he continues.
The local Russian visitor promotion campaign is
directed by the Asti Group marketeers. "Their expertise, association-based
network and strong media relations have shown their value over three previous
VIV Russia trade shows, attracting key buyers. The fact that VIV Europe comes to
Moscow has an even stronger appeal to Russian decision makers," elaborates
Reed Business will officially publish the VIV Europe 2008
Moscow Exhibition Magazine. It will be the only commercial publication
containing the floor plan, exhibitor list, conference information, travel &
stay information and advertisements of Russian and International exhibitors.
This Exhibition magazine will be published in both the Russian and English
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