ZOW 2016: Strengthening core areas of expertise - The sector event as a location for information, inspiration and innovation

[Bad Salzuflen, 5 May 2015] Preparations are already under way for ZOW 2016. Following the outcome of the event in 2015, the concept was examined and adapted in terms of strategy and organisation for 2016. The 22nd edition of the sector event in the heart of one of Germany's most significant furniture clusters aims to continue with the transfer of know-how, which was a feature of this year's ZOW. "We wish to work hand in hand with the sector to further promote the conveyance of knowledge. Since requirements are subject to continual change, there is a real need here for the furniture industry", says Frank Haubold, who joined the trade show organiser Clarion Events Deutschland as the new Portfolio Director on 1 April this year.

Taking the ideas of this year's concept as a basis, the plan is to implement further strategic measures to turn ZOW into a location for the conveyance of knowledge: "In doing so, we will be focusing on the previous strengths of the event. The workshop character of ZOW is what makes the event so special. Exhibitors have the opportunity to further their product developments and networking activities, involving a manageable amount of time and effort in terms of marketing, and with a relatively low budget. Moreover, the event is held at the ideal time in the year in order to be ready for the shows staged in the autumn and winter", explains Haubold. In future, the main focus will thus be on the core values of the show: "On the one hand, attention will be given to the furniture and interior design industries - in the heart of East Westphalia-Lippe, in Europe's key furniture cluster", states Haubold. "On the other, our distinguishing feature is the comprehensive range of services offered by us to visitors and exhibitors."

A total of three halls are planned for exhibitors to showcase their products and services at ZOW 2016, whereby greater attention is also to be given to practice-oriented approaches to solutions and trends.


Confidence and relevance as a basis

The organisers also have their sights set on ZOW 2017, whereby in future the concept of the show held in years ending with an odd number can, by all means, look different to the one for even years, as Haubold explains: "There has been a change in customer behavior particularly in years ending in an odd number. Therefore, in odd years, the portfolio could be extended to include other formats such as congresses, workshops or smaller, knowledge-based exhibitions on specific issues." The main focus of the concept of the fair is also the active exchange of know-how and ideas: "The show is a service provided by people, for people and together with people. For this reason, we are currently conducting intensive talks with our clients with a view to regaining their confidence and to see how the relevance of ZOW can be increased again for both exhibitors and trade visitors", remarks Haubold.

The date and opening times of ZOW 2016 have already been adjusted in order to comply with the wishes and requests of the exhibitors and trade visitors. "By staging the event from 16 to 19 February, we will take into account the requirements of the sector," explains Jan Harms, who has been Project Manager since February 2015. In this function, Harms is responsible for the preparation and organisation of the fair. Together with the sales team comprising Hülya Simsek, Lars Reischel and Thomas Althoff, Harms also acts as the central point of contact for ZOW exhibitors, providing answers to their questions on all aspects of the event.


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