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Full steam ahead for 2011
ZOW in Bad Salzuflen brings together proven and new ideas

As soon as one event is over, it’s time to start preparing for next year’s. After an outstanding ZOW 2010 – one of the most successful in the trade fair’s history with 663 exhibitors and 19 000 visitors – the planning phase for next year’s fair is well underway. Now that the signs of economic recovery in Germany are clear to see, organiser Clarion Survey anticipates at least the same exhibitor and visitor numbers for 2011. ZOW, which will return from 14 - 17 February 2011, takes place at the heart of Europe’s leading furniture industry cluster. The arrival of British organiser Clarion Events gives the trade fair, a key opportunity for the furniture industry to win orders, added impetus for its future development.

ZOW has become an important feature in Germany’s furniture heartland, and with its solid links to the East Westphalia region and its furniture network, it is set to stay. Year after year it proves yet again its capacity to drive the national and international furniture supplier industry.

This success is partly due to the careful timing of the event, which is chosen to fit in with product development cycles in the furniture industry. Immediately preceding MOW, Germany’s only inter-regional trade show for placing direct orders, ZOW’s February date gives it a key role – as ZOW’s advisory board, representing exhibitors, and organiser Clarion Survey emphatically stress: “We give top priority to planning reliability for all stakeholders,” says Peter H. Meyer, Managing Director of Clarion Survey, who will continue to rely on the seasoned ZOW team.

However, now that Clarion Events is at the helm, there will be a few changes. The new organiser will retain successful elements of the formula while adapting areas where there is room for improvement. This applies both to ZOW in Bad Salzuflen and all other events hosted by Clarion Survey. The workshop concept, a key ingredient of the ZOW success formula, will remain, although there will be a few modifications to the exhibition and stand architecture. Additions are planned to the product and visitor structure with a view to systematically expanding the event. For example, interior design is to play a greater role in the ZOW product portfolio, and there will be a stronger focus on tradespeople as potential visitors.

“We will also be offering exhibitors a wider range of marketing options,” says Margarete Meyer, in charge of trade fair marketing at Clarion Survey. Among other possibilities, exhibitors will have the option of using their own logos and branding to attract attention to their stands. On the ZOW website (www.zow.de) there will also be direct links to exhibitors’ own websites and the new products on show.

Renewed vigour

With the financial and conceptual support of Clarion Events Ltd., which became part of the new company Clarion Survey GmbH in mid-March, ZOW will be able to operate with renewed vigour on the market. “We want to continue offering our customers a trade fair of exceptional quality, increase exhibitor and visitor potential, and anchor the event in the industry,” says Horst Rudolph, Group Event Director at Clarion Survey.

Clarion Events is an international exhibition and event organiser with a large and highly skilled team and considerable expertise in a wide range of industries. The acquisition of ZOW and other Survey events has allowed the UK company to break into the German market, which not only offers sizeable potential but also serves as the gateway to central Europe.

“We are delighted to be working with our new German partner,” says Simon Kimble, CEO of Clarion Events and one of the three managing directors at Clarion Survey alongside Peter H. Meyer and Timothy Pilcher. “We intend to take the new company Clarion Survey and ZOW in Bad Salzuflen forward together. We are looking forward to what the future holds.”