Xylexpo 2012 gets going

It’s a substantial confirmation of the impressions collected a few months ago, which had generated the optimism of organizers for the next edition, especially in view of the inevitable delays that characterize exhibitor registrations to an event that, we cannot deny it, is getting ready for its 2012 edition in a very difficult economic scenario.

 

The show – organized with the support of the Italian Ministry of Economic Development – will extend over four halls (1 and 3 for panel processing, 2 for solid wood machining, 4 for primary operations), designing a very accurate layout to offer a quick and efficient visit to all operators. The exhibition surface will be exploited with a rational approach, providing adequate space for exhibitor services, receptions, areas dedicated to national associations and trade press, next to the business area. Woodworking technology, as all recent industry exhibitions have shown, must be increasingly presented in the context of service-oriented events.

 

This is the direction of promotion activities towards old and new visitors, which were launched a few weeks ago and will be fully up and running in the new year, through a traditional communication campaign complemented with “personal” contacts leveraging the opportunities offered by new b2b communication tools.

Substantial contribution is coming from the international network (50 offices around the world) which is working to promote the biennial show to 100 thousand potential visitors. In Italy, we are well on the way with the events of a “mass marketing” campaign addressed to 40 thousand Italian operators and direct marketing to over 15 thousand accurately selected companies.

 

“An accurate work”, says Dario Corbetta, Xylexpo marketing manager. “We searched through our database to identify anyone who might be interested in our exhibition, even in a period when everyone is trying to minimize expenses.Such analysis has allowed us to prepare specific messages for each visitor category, highlighting the specific values and the great deal of ideas and solutions that visitors can experience at Xylexpo”.

 

This action is complemented by the traditional advertising campaign in magazines, industry portals and social networks: after the first phase to consolidate the image of the show towards exhibitors, a few weeks ago the second stage was opened, entirely focused on visitors. Within few weeks, a massive campaign will be launched in the major Italian media, dailies, radio channels and outdoor advertising.

The icing on the cake will be the invitation to importers, resellers and agents from all over the world, an activity in close collaboration with Fiera Milano and the Italian Ministry of Economic Development.

 

This is a great work to make a “good exhibition” and – just as important – to attract “good visitors”, an essential combination to show that, once again, Xylexpo is the most important international exhibition in even-numbered years, the reference event in Italy, capable of amplifying the efforts of Italian and international manufacturers. A comprehensive showcase both for the range of exhibited products and the internationality of exhibitors, a traditional plus of the Milan event.

 

Useful information for our readers: on February 15, the pre-registration service will be available: fill in a simple form to get an e-mail voucher to access the exhibition without standing in line.

 

One final remark: Xylexpo 2012 will be held during Tew-Technology Exhibition Week, featuring the most important technology shows including Plast (the international exhibition for plastics and rubber industries), Fluidtrans Compomac (the biennial international exhibition for fluid power technology and mechatronics) and Mechanical Power Transmission & Motion Control (the international biennial exhibition for mechanical power transmissions, motion control and mechatronics that will end on May 11).