Interview with the organizers

Could you please answer, whether the ZOW-fair can be called the typical German fair or it has its oun specificity?

About 10 years ago the founder and chief of "SURVEY" Peter H.Mayer has began a development of a new fair conceptions oriented on the furniture components industry. In 1993 the first ZOW-exhibibtion took place within the famous fair "Haus Aussel", which purpose was the skills improvement for designers and architects in points of innovated materials, trends and design. The ZOW-conception is still being kept unique between the German fairs. Its distinctive features are the architecture and the homogeneous design of the exhibition places. The disposition of the stands does not contradict the principles of the open market, providing free access from stand to stand. In the spaces between exhibition zones there are so-called forum places intended for business discussions. In the same place are situated cafes, that helps to create a positive atmosphere between the conferees. But these are only physical characteristics of an exhibition supplementing our primary activity as organizers of exhibitions in a market segment of furniture and furniture components, possessing significant professional experience.

Would you like to tell a few words about financial aspects of ZOW-fair, whether the financial part of an exhibition is transparent and who is its direct organizer?

The idea of organization of this fair has been developed by Peter H.Meyer, the owner and the general manager of the firm SURVEY, which is a direct organizer of the ZOW. Looking back for a decade of our history, it is possible to tell, that one of primary factors of success ZOW at participants and visitors is the financial transparency. SURVEY organizes trading exhibitions only for professionals. In our understanding the visitor is a person who does not need to pay for the entrance ticket or for convenience offered by an exhibition. But there is something more.

We developed the price model based on sale of a full package not of square meters, including PR-concepts, equiped stands, food suplyment, parking, an entrance fee and other services. The company-exhibitor has right to order the stand of the necessary size (an example of one order to the coming fair - 15,30 sq.m). It is easy to understand, that such complex approach in the organization of an exhibition is much more surpassed all usual,that meets on usuall exhibitions. Nevertheless, we have managed to include in limits of only one price all universal package offered to clients. It has allowed to provide the big transparency, rather than adjustment of separate services under the individual prices. Besides we use a know-how of the local markets which is got during contacts to ours partners on places.

What are the criterion of selection for the countries for the ZOW-fairs outside Germany?

First of all ZOW is a platform for the regional markets. Its participants are waiting for the workplace for discussions not only about business, but also about the new directions, new design. Proceeding from our experience, we have drawn a conclusion, that the distinctions between countries caused by a difference of cultures, a climate, educational systems and to the similar reasons, in the main are not so considerable. The necessity for regional trading exhibitions by the basic countries-manufacturers of furniture was always high. For example, we successfully work in Spain (Madrid), Italy (Pordenone) and Germany (Bud Zaltsuflen). In our opinion, the Russian furniture industry will get stronger in the next years, because of a huge "pent-up demand" of the 140-million population. The market is also open there. These main aspects also define our approach to Russia.

Sometimes Russia is called by the western press as unpredictable and risky country for business. What has moved similar fears in a case with the organization of your exhibition in Russia?

Russia is creating more safe environment for business, perfectly realizing the necessity of the leading market models. Certainly, any dynamically growing market is unpredictable, so in Russia there is also a risk. But in the SURVEY we all are businessmen, that is why we believe, that we can provide the Russian companies with a due trading platform. Thus for us exists another one argument. The majority of the West-European suppliers of furniture components begins to organized in Russia theirs own industrial and trading activity. We offer Russians a well-known market platform for development of their own business.

In Moscow and in a province there are many exhibitions for the furniture industry. What allows you to hope for the success of ZOW at so numerous competition?

ZOW represents the unique, perfect concept which is very well perceived by our clients. By the way, last exhibition in Bad Zaltsuflen this year was visited bu about 1000 Russians. If Russian partners support us, we are waiting on successful start of our first "overture".

Whether the conditions of preparation to your exhibition in Russia are different from conditions in other countries? If yes, would you please explain, what they are?

When we began here our work we got two opposite impressions. The generation of businessmen which we met, is very professionally, is well educated and reliable. At a personal level all of them are well motivated, full of ideas regarding development of business. But we constantly had to struggle with set of obstacles - here and there were problems. We have constantly been compelled something to overcome, since visa efforts for exhibitors and finishing tariffs for the goods, absence of premises and qualitatively equipped exhibition centers. But each country, eventually, has complexities so we keep optimism concerning Russia.

Leaning on your wide experience how you estimate a level of the Russian exhibition business?

Russia has its old traditions of the organization of exhibitions. As we understand, some of them work in this business well, others - not so is fruitful. The competition in this area will lead to the reduction of number of exhibitions and will raise a level of service. We believe, that metropolices like Moscow, St. Petersburg and other large cities, require the best equipment of the exhibition centers.

As to our enterprise, we are working in the international exhibition business already 10 years. Within the framework of carrying out of our exhibitions the company offers complex preparation and service of actions. It enables us to carry out in parallel a few exhibitions. Besides we use the general principles for all international exhibitions, it means Corporate identity, therefore our clients use ZOW as the unique tool of dialogue. This point is cardinal difference of ZOW-fair from all other exhibitions. At last, we have very close and deep intrabranch communications due to that our clients win.

Whether there can be at stands ZOW Russian exhibitors or it will be only German exhibition?

Our firm SURVEY begins the preliminary exhibition "Trend & Design" with limited number of participants. We shall try to open the Russian market for these participants and to show visitors our approach to professional show. Besides we hope that Russian companies will take part in exhibitions ZOW in Russia, since 2004. Please, remember, that expositions of ZOW-fair in each country have regional character. SURVEY is a German company, but the partners in cooperation are Russians.

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