Since 2001, the
UFI Marketing Committee organizes the "UFI Marketing Award", whose main purpose is to reward the best marketing initiatives undertaken by exhibition professionals.
Since 2006 this competition is open to UFI members and non-members alike.
The 2009 UFI Marketing Trophy has been awarded to Messe Frankfurt,
Germany, for its winning Insider programme, recognized by UFI as the
“Best Marketing Activity of the Year”. The UFI Trophy will be awarded by
Katharina Hamma, Chair of the UFI Marketing Committee and John Shaw,
UFI President to Messe Frankfurt’s Chairman of the Board, Michael von
Zitzewitz and Director of Visitor Marketing, Ania-Virginia Kleinbichler,
at the 76th UFI Congress in Zagreb on October 29. Agfa Graphics
(Germany) and the Hong Kong Trade Development Council (China) were
recognized as finalists for their entries. This annual UFI marketing
competition, open to UFI members and non-members, attracted entries from
exhibition organizers around the world.
The winning Messe Frankfurt entry highlighted the creative and
innovative application of their Insider Programme during the Paperworld
tradefair. Insider Programme objectives were twofold: to strengthen
exhibitor relations and to prevent visitor movement by increasing
loyalty among the smaller-sized retailers. Kleinbichler explained that,
“using a variety of incentives for visitor motivation, Messe Frankfurt
developed a successful benefit programme targeted to ensure customer
retention and to attract exhibitor’s attention to the special
retailers.” Visitor benefits included free fair access and public
transport, use of an “Insider-Lounge”, a welcome package and voucher
booklet, and personal on-site contacts. With a 98% satisfaction rate
among the 3,000 participants in the Printworld Insider pilot programme,
Messe Frankfurt is looking forward to building on the Insider synergy
for a variety of target groups at other exhibition events. Heimtextil
Insider will be the next Messe Frankfurt tradefair to benefit from the
Insider programme.
Katharina Hamma, Chair of the UFI Marketing Committee, congratulated
Messe Frankfurt saying, “UFI is proud to recognize the Insider Programme
developed by Messe Frankfurt. It’s through innovative marketing efforts
like this that exhibition organisers, exhibitors and visitors alike
benefit from the “special” relations encouraged by this unique
face-to-face marketing media.”

From Left to right:
Ania-Virginia Kleinbichler, Director Visitor Marketing, Messe Frankfurt
Katharina Hamma, Chair of the UFI Marketing Committee
Michael Reichhold, Director Paperworld, Messe Frankfurt
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