CONCRETA turns biennial

EXPONOR fine-tunes strategy for the International Exhibition for the Construction Industry Exhibition set to meet with the market only on odd-numbered years The strategic change in its course has already been announced, but CONCRETA – the International Exhibition for Construction and Public Works, of the future was only very recently given a definite organisational outline. From now on, and starting with its 23rd edition which will take place at EXPONOR between the 23rd and 27th of October this year, the exhibition will be biennial. That is to say, the meeting with the sector will take place only on odd-numbered years

For Couto dos Santos, manager of Porto International Fair and vice-chairman of the Portuguese Entrepreneurial Association (AEP), the decision is an important one and seeks to “answer to the wishes of the majority of exhibitors”, in terms of the frequency, price and global cost of the exhibition and in terms of “innovation and quality”, as well as in its “capacity to attract a growing number of prescribers and buyers, national and international”.
The strategic objectives behind such a change are centred on three axes. “We wish to, unambiguously, re-establish the quality of CONCRETA as the best exhibition of construction materials in the country, with global cost conditions which can be afforded by the marketing budgets of exhibitor companies. But we also want to re-position the exhibition as the best opportunity for manufacturers of construction materials to present their new products and carry out their business. At the same time, we are seeking to create the conditions which enable the entrepreneurial fabric to consolidate its brands and its share, in the internal market, in this case regarding the Spanish strip: Galicia, Castile, León, Asturias and the Basque Country”, Couto dos Santos emphasises.
In fact, the new strategic course of the event has already promoted the formalisation of collaborations with some associations, in an attempt to join forces with a view to promoting, publicising, advising and, as a result of taking part in the exhibition, increasing the business potential in the fields of activity represented.

Regeneration meets companies’ needs

A strengthening of its international position is also another of the goals on the horizon for the “new” CONCRETA, “for specific markets with a potential for Portuguese construction materials”, this AEP executive adds, removing any doubt regarding the positioning of the exhibition: “It will be based on the network of manufacturers, essentially, but also on exclusive brand representatives, national and international”.
With the organisational effort already underway, CONCRETA’s new course has merited a positive reception.
“Exhibitors have reacted very well and understand this attitude adopted by AEP which, on the whole, meets their concerns. Reality has shown that it is not possible for companies to take part in two exhibitions in the same year and in the same country. We understand this and have acted accordingly, respecting exhibitors. We hope that they will support us in this strategy and that therefore we will be able to, once again, have a great exhibition of construction materials in the North”, Couto dos Santos, who has no doubts about the success of this new format, emphasises. “It will attract the best in terms of construction materials and in terms of prescribers and buyers. And specific areas will be created for the innovations in the sector, generating opportunities for new niches to emerge”, he notes.

Qualitative leap in parallel activities

EXPONOR will also be fuelling its commitment to the added benefits which the parallel activities bring to the main event. But the display will be larger in the 2007 edition.
 “In this domain we want to take a large qualitative leap, through parallel activities aimed at foreign prescribers, users and buyers. We also wish to complement the presence of the main buyers with important social and cultural events. Porto is unique in its cultural, tourism and gastronomic spaces and these can be used to encourage national and foreign buyers to enjoy the best of what we have to offer. There will also be spaces for innovation and some awards to highlight the evolution which has taken place in this sector in Portugal, namely in product innovation and design”, this EXPONOR manager argues.

Strategy begins to bear fruit…

EXPONOR’s drive to make CONCRETA biennial and to strengthen it with some distinguishing qualitative factors “is already beginning to bear fruit”. This is according to Joana Vila Pouca, director of the event, who is “extremely satisfied” with the acceptance which the new format for the exhibition has had among entrepreneurs.
The “returning to the exhibition of some very important companies” in their respective segments, the confirmation of others of “renowned reputation” in their corresponding sectors and the negotiations “progressing with many more, which are representative in their fields of activity”, encourage this director of the exhibition to have high expectations, highlighting some of the companies whose presence is already confirmed: Cinca, Cifial, Recer, Cerâmica de Valadares, Cerâmicas Aleluia, Vicaima, Secil, Cimpor and Tintas CIN.

Recall that, over the last five years, between 2002 and 2006, CONCRETA welcomed a total of 425 339 visitors, which implies an annual average of 85 067 in each edition.

IN BRIEF:
CONCRETA 2007
23rd International Exhibition for the Construction Industry
Date: 23rd – 27th October
When: from 10 am to 8 pm, every day
Organisation and location: EXPONOR – Porto International Fair (Matosinhos)
Visitor profile: professionals and general public (on Saturday); under 14 year-olds are not admitted
On display:
Interior architecture
Paving ceramics, coatings, bathroom furniture and taps
Kitchen and bathroom
Lighting, electricity, domotics, robotics, new technologies and informatics
Cements, mortar, pre-fabrication and industrialised construction
Woods and derivatives
Insulation, damp-proofing and other finishing products
Paints and varnishes
Restoration, re-qualification and rehabilitation
Acclimatisation, tubes and accessories
Machines, tools and equipment for construction and public works
Official bodies and services
Other