Emmanuel Dupart, Deputy Director of France Congrès

According to France Congrès, what is the value of trade shows specialising in business tourism?

Emmanuel Dupart: The purpose of taking part in a trade show is essentially commercial; even if few deals are signed directly on the spot. Success in our sector is partly based on good relationship marketing. The show is a medium for promoting our image and our available and future products and services. It's a forum for exchange and an interesting opportunity to attract new customers and meet the main opinion leaders. Finally, it's an invaluable forum for observing the market and how it's evolving.

How do you rate the effectiveness of a trade show?

E. D.: A trade show of any kind needs to be prepared and followed up. The return on investment depends a great deal on the exhibitor's ability to manage the upstream and downstream stages of the operation, not forgetting the quality of the presence at the show: content, decorum, etc. A fair assessment of the effectiveness of an event presupposes that objectives have been defined beforehand, which is not always the case in practice. In all cases, the exhibition is an important part of the promotional strategy, but it cannot stand alone.

What are the most important trade fairs for you?

E. D. : In France, our members are mainly present at the Bedouk MC & IT, Réunir and, more recently, Heavent trade fairs, not forgetting the Rencontres France Congrès that we organise. Abroad, EIBTM, Confex and Imex are among the major and often unmissable events for French cities working internationally.