Nevertheless, there is a nice saying “Nothing is certain but change”. The business world will move forward without taking notice of either likes and dislikes or prejudices and priorities. The tyre industry itself will continue developing as well as its needs and requirements.
Messe Essen suggested that the exhibitors should instead attend Automechanika in Frankfurt in 2018. Nonetheless, this was of course based on a huge amount of self-interest, as it would not be the right move neither for the tyre industry nor for specialized tyre trade. When considering the specific needs for the target groups of the whole tyre industry, they will not be satisfied by one particular trade fair date only, as it will even be counterproductive for some. Thus, the business interests of a whole industry will no longer be taken into account.
In September, the most important tyre changeover period of the industry normally starts for German and Europe-wide specialized tyre trade as well as for all the other suppliers. Changeover from summer to winter tyres is vital. Thus, specialized tyre trade will have the period of highest turnover, and there will not be any time to attend a trade fair regardless where it will open its doors. Both entrepreneur and employees will be expected to provide their customers with all the different types of services. Just imagine the consequences of sudden snowfall during the trade fair visit or only worsening street conditions. As a consequence, every lifting platform and competent mounting hand will be needed in order to offer optimum service to the customers.
This year’s trade fair proved again how important a trade fair supported by its industry’s association was able to be. The conceptual support of BRV was and will be important for the technical expertise of a trade fair. A remarkable criterion would be missing without a conceptual supporter and its network. The link to specialized tyre trade and thus private and commercial end-consumers is a crucial step for each trade fair.
There were fewer visitors from a subjective point of view at the tyre trade fair. Nonetheless, several exhibitors mentioned many good and even excellent business and meetings. BRV not only emphasized main features with its annual general meeting but also with some highly up-to-date workshops that were well attended by member companies. This reveals how professionally a conceptual supporter works. BRV knows the tyre industry by heart as its industry representative and is fully aware of requirements and future challenges.
BRV decided to cooperate with Koelnmesse in order to establish The Tire Cologne and to boost future development of specialized tyre trade. Stakes were high and Essen finally lost. A good sportsperson should accept this and behave professionally. Emotional and partly unqualified statements showed how deeply affected the event organizer in Essen seemed to have been. Whether these “marketing strategies” of disrespect will pay off remains to be seen, as there has never been a winner in business life who has tried to treat competitors in a discrediting way. Performance and benefit are the only things that count. The industry association BRV has – with respect – much to offer in these areas. More than 1,900 member companies together with a total of about 3,500 selling points are organized via BRV. As a consequence, BRV represents about 80 per cent of the industry in Germany. That is a fact, which will not be argued away. Which industry company would like to do without the concentrated marketing competence of a whole industry? (oth/kle)
