40
Reaching out for
an international
market
Repositioning itself to take place in the alternate Spring from new marketing partner
Practical World, Ferroforma will be staged at the Bilbao Exhibition Centre from 25th to
28th March.
Speaking at a press conference in Bilbao, in early December, Koelnmesse’ product manager,
Hans-Joachim Kampen highlighted the motivation for its alliance with Spain’s BEC.
“The International Hardware Fair/Practical World will not be held in Cologne in 2009. With
the Bilbao trade fair, however, we have found a partner that offers exhibitors from the hardware
and DIY sectors an equally attractive venue. Bilbao is attractive thanks to its long association
with Spain’s tools industry; Ferroforma is a well-established event in the European trade fair
calendar; and, last but not least, Bilbao also offers visitors and exhibitors many cultural
highlights outside of the exhibition centre.”
“Our combined efforts enable us to offer the market a globally unique product range and to
provide exhibitors with a platform every year in the spring, in Cologne in even-numbered years
and in Bilbao in odd-numbered years.”
At the same conference BEC confirmed that, to date, 594 companies from 24 countries had
signed up for Ferroforma 2009. Nearly half of the companies are Spanish, with the rest of the
European Union accounting for another 35%. Exhibitors from Asia, America and the rest of the
world make up the remaining 16%. Nearly 20% of exhibitors are new for the 2009 event.
A quarter of exhibitors will be in the Industrial Supplies and Work Protection sector; another
quarter will be focused on Hand Tools. Hardware, which includes fasteners, and Home
products are expected to represent 16%. Other sectors include Power Tools, Locks and
Fittings, Woodworking Machinery, Decoration, Lighting and Garden products.
The linkage with Koelnmesse includes a scheme delivering benefits to exhibitors
committing to both hardware fairs, who will gain “technical, service and promotional”
advantages at Ferroforma.
Developing an international provenance has been uppermost in Ferroforma’s mind for
as long as this magazine has reported on the event. So far the reality has remained a
very strong but very definitely Spanish show. Most international participants have been
strongly targeted towards an Iberian customer base, reflecting a market quite unique in
its structure until recently.
Ferroforma is, though, extremely attractive in bringing in high quality overseas
visitors, networking extensively with trade associations and targeting key companies.
This year is no different and delegation visits have been arranged from 58 countries
with buyers expected from virtually all the leading hardware and DIY groups across
Europe.
Marketing for this year’s show, though, has also placed major emphasis in
attracting visitors from all regions of Spain. BEC is extending a range of special
facilities, through cooperation agreements, to associations, purchasing groups and DIY
centres. By December BEC had listed well over thirty of these organisations, several of
which are organising meetings and assemblies during Ferroforma. As a result BEC
expects to attract a large number of associates and hardware shop owners to Bilbao.
The Ferroforma website currently lists some 60 companies under the fastener
category of its exhibitor search engine. 27 are Spanish companies, or Spanish
subsidiaries of multinationals – Norma is one example. Index and Chavesbao are on
home ground, of course, and are joined by regulars like Difast, Lapafil and Fastenex.
There appear, though, to be some notable absences. As at 19 January Bralo were not
listed, nor were ABC Tornilleria, Celo, Panelfisa or Lotu – all present at the 2007
edition of Ferroforma. Portugal’s Pecol is also not on the list. There are nine Chinese
fastener exhibitors listed and eight from Taiwan. Six companies from Italy include Fari
International and Vipa. Olympic Fixings is again taking part in the British pavilion at
Ferroforma; so also are G&J Hall.
Ferroforma’s real strength, though, is undoubtedly as the showcase for Spain’s tool
industry. 161 hand tool exhibitors are listed to date, 74 of them Spanish. A full exhibitor list
is available at
www.ferroforma.eu together with travel, accommodation and other
information about Ferroforma and Bilbao.
Images: Ferroforma 2007
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