Craft Focus - Oct/Nov (Issue 63)

ask the experts Leading experts in the industry help with retailing and crafting dilemmas ROBERT SHERWOOD, Managing Director, Sherwood Events ukfrankfurt.co.uk Rob is the Managing Director of Sherwood Event Services who, for the last ten years, have been the conduit for UK and Irish exhibitors and visitors to Messe Frankfurt fairs around the world. Messe Frankfurt organises Creativeworld, Paperworld, Christmasworld, Ambiente, Heimtextil and a multitude of other leading B2B events. A team of five, based in Godalming in Surrey, Sherwood Events helps companies get the most out of their visiting or exhibiting experience. “Can you give me some advice on how to make the most of an international trade event?” This is a great question. The first time visitor to a Frankfurt trade fair will almost certainly be struck by the size. Frankfurt is the third largest trade fair centre in the world, after Hannover and Shanghai’s new centre, and so the trade shows are enormous, much bigger than even the biggest shows in the UK. But rather than be daunting, with some good preparation (and comfortable shoes!), this sheer breadth of opportunity and products will make the trip a fantastic experience. The shows in Frankfurt are laid out very meticulously with the visitor in mind and products grouped together in halls, according to type and price point. So how to tackle it? Consider what you want from the trip, and make a plan to deliver. The website is the font of all information, where you find the overall plan, the exhibitor list, and practical information on how to visit. Use the product categories to narrow down companies you want to see. Look at which halls they’re in and plan your journey, hall by hall. Allow time to wander the halls, and find the unexpected too. Look at the features and talks in the show, and plan these into your schedule. Download the app. On the Creativeworld app, you can add interesting companies to your schedule and plan your route. Don’t try and do this in one day if you can help it. An overnight stay will make the whole trip more enjoyable. To really see what the market has on offer on a global scale, a well-planned trip to Frankfurt will definitely be time well spent. And don’t forget those shoes! 48 craft focus