The company is proud of its partnership with ITE Group (UK), which has a network of offices and representatives. For example, the well-known Kazakhstani expo brand KIOGE is worked on by a group of ITE companies from 12 countries (Azerbaijan, China, Germany, Kazakhstan, Kyrgyzstan, Poland, Russia, Turkey, Ukraine, United Arab Emirates and United Kingdom).
In view of the growth of many of the exhibitions organised by Iteca and the development of their electronic services, Yuri Borodikhin, Executive Director of Iteca, talks with WM magazine’s reporter about the components of the company’s success and its future plans.
Summing up the results of 2011, can you tell us about the percentage growth of the total exhibition area compared with last year, and how the number of exhibitors and visitors has increased?
The total exhibition area (gross) of all the events increased by 17%, comprising 65,200m². The exhibitors’ geographical representation grew too: this year, more than 3,200 companies from 65 countries (including 7 newcomers) came to Kazakhstan to participate in our exhibitions. The number of trade visitors increased significantly: the total number of registered professionals who attended the exhibitions reached almost 70,000.
Most of Iteca’s exhibitions grow in every area, and many of them change, improve and transform. This is inevitable and, in my opinion, useful.
How do your projects change?
Let’s take the HOREX international exhibition for restaurants, hotels and supermarkets, which combines CleanExpo CA (the cleaning industry) and the Virtuosos of the Kitchen Culinary Congress. We used to focus on combining it with the tourism show. Now, the project has become a forum of restaurateurs, hoteliers and manufacturers of special equipment, and requires a geographical expansion of the exhibition. From 2012, HOREX will be organised in two cities alternately: Astana and Almaty. So the event traditionally held in Almaty will take place in the Korme Exhibition Centre next year. We will also combine these events with the annual InterFood Astana exhibition, which has long been the Kazakh capital’s calling card in the food industry.
The development of the recognised KITEL expo brand will take the form of a specialised conference augmented by the exhibition.
The Kazakhstan Oil & Gas Week, which traditionally starts in Astana at the KAZENERGY Eurasian Forum and continues at the KIOGE Exhibition and Conference in Almaty, will be improved too. The KIOGE exhibition will begin one day earlier so that the conference takes place on the third and fourth days of the exhibition. The idea is to increase the effect of the B2B format at the exhibition.
Will any new expo projects be created?
In this respect, 2011 was a year of plenty, with Power Kazakhstan, Lighting Kazakhstan and ReEnergy Kazakhstan taking place at the same time.
This year, we purchased the right to organiser the franchising exhibition FranchExpo Central Asia, which will take place next April in Astana.
Our magazine has published information about the online registration and new electronic services offered by Iteca. Please tell us about your innovations.
The benefits of online registration were particularly appreciated by companies that exhibit at two or more exhibitions per year. It has simplified the application and contract signing process. In addition, the exhibitor can use the ‘Personal Account’ to place information in the catalogue, which saves time and ensures the accuracy of the information published. It also imposes some responsibility on the exhibitor, especially with regards to changing addresses and telephone numbers.
Assigning 13-digit bar codes to visitors will undoubtedly ensure statistical accuracy. It will also allow us to count and report online the visitors who came to a stand or workshop by scanning their badge bar code. I think this service is very promising and effective for exhibitors at major forums, when stand assistants can’t handle all visitors.
Another innovation was SMS notification about Iteca events. A total of 53,000 SMS notifications were sent to visitors during the year.
What is the secret of the success of your exhibitions and conferences?
The success of exhibitions is measured in square metres and that of conferences in the number of delegates. On the one hand this is logical, and on the other hand it isn’t quite right. Our main commodity is business contacts, because we are “selling” contacts with trade visitors rather than metres.
The success, therefore, lies in accurate calculation, professionalism and industry support. I would like to point out that official support plays more than a decorative role. The G2B format is important for businesses in every sector.
In conclusion, I would like to draw your readers’ attention to the fact that today exhibitions have gained a special status due to the current economic situation. They give a clear understanding of the companies still afloat and those that have left the market, which niches are vacant, and how to plan your tactics and strategy in the new environment. The exhibitions reflect the industry and the market, no matter how contradictory this may seem at first glance.
Let’s leave the subject of exhibitions’ features for the next issue. Thank you for this interesting interview. I wish you further success!
Thank you very much! I wish you and your readers all the very best in the creative development of their businesses.
#5 (31) WorldMonitor EUEOBAK, magazine
In view of the growth of many of the exhibitions organised by Iteca and the development of their electronic services, Yuri Borodikhin, Executive Director of Iteca, talks with WM magazine’s reporter about the components of the company’s success and its future plans.
Summing up the results of 2011, can you tell us about the percentage growth of the total exhibition area compared with last year, and how the number of exhibitors and visitors has increased?
The total exhibition area (gross) of all the events increased by 17%, comprising 65,200m². The exhibitors’ geographical representation grew too: this year, more than 3,200 companies from 65 countries (including 7 newcomers) came to Kazakhstan to participate in our exhibitions. The number of trade visitors increased significantly: the total number of registered professionals who attended the exhibitions reached almost 70,000.
Most of Iteca’s exhibitions grow in every area, and many of them change, improve and transform. This is inevitable and, in my opinion, useful.
How do your projects change?
Let’s take the HOREX international exhibition for restaurants, hotels and supermarkets, which combines CleanExpo CA (the cleaning industry) and the Virtuosos of the Kitchen Culinary Congress. We used to focus on combining it with the tourism show. Now, the project has become a forum of restaurateurs, hoteliers and manufacturers of special equipment, and requires a geographical expansion of the exhibition. From 2012, HOREX will be organised in two cities alternately: Astana and Almaty. So the event traditionally held in Almaty will take place in the Korme Exhibition Centre next year. We will also combine these events with the annual InterFood Astana exhibition, which has long been the Kazakh capital’s calling card in the food industry.
The development of the recognised KITEL expo brand will take the form of a specialised conference augmented by the exhibition.
The Kazakhstan Oil & Gas Week, which traditionally starts in Astana at the KAZENERGY Eurasian Forum and continues at the KIOGE Exhibition and Conference in Almaty, will be improved too. The KIOGE exhibition will begin one day earlier so that the conference takes place on the third and fourth days of the exhibition. The idea is to increase the effect of the B2B format at the exhibition.
Will any new expo projects be created?
In this respect, 2011 was a year of plenty, with Power Kazakhstan, Lighting Kazakhstan and ReEnergy Kazakhstan taking place at the same time.
This year, we purchased the right to organiser the franchising exhibition FranchExpo Central Asia, which will take place next April in Astana.
Our magazine has published information about the online registration and new electronic services offered by Iteca. Please tell us about your innovations.
The benefits of online registration were particularly appreciated by companies that exhibit at two or more exhibitions per year. It has simplified the application and contract signing process. In addition, the exhibitor can use the ‘Personal Account’ to place information in the catalogue, which saves time and ensures the accuracy of the information published. It also imposes some responsibility on the exhibitor, especially with regards to changing addresses and telephone numbers.
Assigning 13-digit bar codes to visitors will undoubtedly ensure statistical accuracy. It will also allow us to count and report online the visitors who came to a stand or workshop by scanning their badge bar code. I think this service is very promising and effective for exhibitors at major forums, when stand assistants can’t handle all visitors.
Another innovation was SMS notification about Iteca events. A total of 53,000 SMS notifications were sent to visitors during the year.
What is the secret of the success of your exhibitions and conferences?
The success of exhibitions is measured in square metres and that of conferences in the number of delegates. On the one hand this is logical, and on the other hand it isn’t quite right. Our main commodity is business contacts, because we are “selling” contacts with trade visitors rather than metres.
The success, therefore, lies in accurate calculation, professionalism and industry support. I would like to point out that official support plays more than a decorative role. The G2B format is important for businesses in every sector.
In conclusion, I would like to draw your readers’ attention to the fact that today exhibitions have gained a special status due to the current economic situation. They give a clear understanding of the companies still afloat and those that have left the market, which niches are vacant, and how to plan your tactics and strategy in the new environment. The exhibitions reflect the industry and the market, no matter how contradictory this may seem at first glance.
Let’s leave the subject of exhibitions’ features for the next issue. Thank you for this interesting interview. I wish you further success!
Thank you very much! I wish you and your readers all the very best in the creative development of their businesses.
#5 (31) WorldMonitor EUEOBAK, magazine
Date:
Tuesday, November 15, 2011
