Less hardware, more trade show: Content and experience at X'06
X'06 enhances the experiential aspect. Early-bird discount available through the end of March 2006.
(pr) X'06 strengthens the experience character. For the first time, exhibitors have the opportunity to present themselves in new forums - lounges, brainchairs or on communication stages - beyond or in addition to a presence at the exhibition stand. The Swiss marketing and communications event is thus following a marketing megatrend: making brands and products tangible through dialog.When Joe Pine coined the programmatic formula of consumption as experience, business as stage and work as theater in his bestseller "Experience Buying," it sounded like marketing science fiction in 1999. Today, the paradigm has become accepted that practically no company or brand can do without experiential marketing, because the value of the experience is the distinguishing feature of increasingly similar products and services.
Emotion and brainware instead of hardware are the focus of the comprehensively expanded experience fair X'06 from August 22 - 24, 2006 at the Zurich Exhibition Center. Organizer Reed Messen (Schweiz) AG is thus opening up the established marketing and communications get-together to exhibitor target groups whose activities focus on creation and which cannot be represented in the form of classic exhibits. For example advertising, PR or communication agencies for classical or below-the-line concepts, small and medium-sized enterprises, service providers or one-man shows. The extended trade fair concept offers this exhibitor segment attractive and cost-effective forms of trade fair participation without having their own trade fair stand.
Brainflow, Playground, Bazaar and Wonderland: The new hall concept
Four newly created thematic worlds in Halls 3 to 6 promote dialog beyond product exhibits. For example, by means of rentable Brainchairs, at which trade fair participants receive their customers or potential customers in a protected ambience, which, however, frees them from the necessity of a classic trade fair stand. Except in Hall 3, which is used for corporate events and awards.
In all the other halls, the new lounges, the brain chairs, the event stage and the communication stage will be framed as before by exhibitors' stands. Classic thematic areas of X'06 are marketing, communication, event and sales promotion as well as the special areas of online marketing, print + sign and education and training.
Marketing content: from exhibit park to dialog forum
With this expansion, Reed Messen (Schweiz) AG is following a general trend towards new forms of staged marketing, but also the wish of current and potential customers who are convinced that they will be able to communicate their core competencies more adequately at X'06 in a more experience-oriented ambience. With the new lounges, brainchairs or the communication stage, X'06 will become an innovative and multifunctional stage for
alternative forms of event staging such as aperitifs, talks, presentations of showcases or experience catering. The expanded trade show concept guarantees exhibitors and visitors a stronger emphasis on "content", i.e. qualified dialog.
Hall 3: Brainflow
Hall 3, entitled Brainflow, exemplifies what the new, expanded X'06 is: a modern world of experience where exhibitor and visitor customers meet in a new way. As an alternative to an exhibition stand, exhibitors rent a lounge here for aperitifs, informal meetings or a business lunch.
Companies and associations will also have the opportunity to present projects submitted to or awarded prizes in competitions. Hall 3 is also the venue for the presentation of the Xaver Award for excellence in event marketing and exhibition design by the Expo + Event Swiss Association. Hall 3 is the only venue without classic exhibition stands.
Hall 4: Playground
Hall 4 belongs to the event specialists: stand builders, AV companies, event agencies, event locations, display providers, shopfitters, service providers for rental furniture, hostess agencies, experience hotels or specialists for location marketing. They present themselves to the fair public either in the past form at the own exhibition booth or on the again created Eventbühne with their solo presentation. Or they rent a Brainchair, where they can receive their customers in a protected atmosphere and with catering. Brainchairs are a cost-effective addition or alternative to a trade fair stand and are ideal for dialogue between trade fair participants with products or services that require a great deal of explanation and "brainware".
Another form of presentation, beyond an individual trade fair stand, is offered to experience and seminar hotels, tourism destinations and event locations, but also to location marketers in the Eventplane. In this forum, visitors to the trade fair can be presented with an image presentation in a virtual flight and from a bird's eye view.
Hall 5: Bazaar
Sales promotion and promotional products marketing are the classic themes in Hall 5. The Bazaar as a place to relax is a mix of tent-shaped modular stands, which evoke memories of 1001 Nights, of rest areas and classic exhibition stands. This is where the industry presents itself with the entire spectrum of advertising and promotional articles, decorations, displays, point-of-sales solutions or gadgets.
Hall 6: Wonderland
Hall 6 is the supply and demand platform for decision-makers and influencers from marketing, advertising, direct marketing, communications, media, and the specialist areas of e-marketing, print & sign, and education and training. Under the auspices of Swiss Marketing SMC, the latest marketing trends and speakers from Xongress will be presented in the Media Café.
A new highlight is the communication stage with the twenty-minute star. It is open to advertisers, multimedia professionals, agencies or individuals for a presentation of their individual projects or an innovative idea for 20 minutes.
Also in Hall 6, the Brainchairs provide an innovative form of meeting with budget managers, potential or existing customers. For the first time, Xongress' speakers and keynote speakers are also available on request for a corporate event.
Early booking discount until March 31, 2006
With the reorientation of the X-Messe around the four topic worlds Brainflow, Playground, Bazar and Wonderland and the integration of appearance possibilities beyond a classical exhibition booth for agencies from communication, advertisement and PR Reed fairs (Switzerland) AG breaks an innovative way, which organizers announced already for a long time as new form of the staged firm representation, which knew to convert however until today only completely few fair organizers: The classical trade fair concept is extended in a topic
Experience Event.
X is taking place for the ninth time this year. It is regarded in Switzerland and Germany as a leading, high-quality trade show and congress on the topics of marketing, communication and events. The mark of 10,000 visitors, which was broken in 2000, has always been reached since then. In the record year 2004, more than 340 exhibitors met 11,670 decision-makers and demanders. The extended trade fair concept allows participation in X'06 even without an exhibition stand. Until March 31, 2006, exhibitors with regular booths benefit from the early booking discount.
X'06. The Market Thing. 22. 23. 24. August 2006.
Zurich Exhibition Center.
Emotion and brainware instead of hardware are the focus of the comprehensively expanded experience fair X'06 from August 22 - 24, 2006 at the Zurich Exhibition Center. Organizer Reed Messen (Schweiz) AG is thus opening up the established marketing and communications get-together to exhibitor target groups whose activities focus on creation and which cannot be represented in the form of classic exhibits. For example advertising, PR or communication agencies for classical or below-the-line concepts, small and medium-sized enterprises, service providers or one-man shows. The extended trade fair concept offers this exhibitor segment attractive and cost-effective forms of trade fair participation without having their own trade fair stand.
Brainflow, Playground, Bazaar and Wonderland: The new hall concept
Four newly created thematic worlds in Halls 3 to 6 promote dialog beyond product exhibits. For example, by means of rentable Brainchairs, at which trade fair participants receive their customers or potential customers in a protected ambience, which, however, frees them from the necessity of a classic trade fair stand. Except in Hall 3, which is used for corporate events and awards.
In all the other halls, the new lounges, the brain chairs, the event stage and the communication stage will be framed as before by exhibitors' stands. Classic thematic areas of X'06 are marketing, communication, event and sales promotion as well as the special areas of online marketing, print + sign and education and training.
Marketing content: from exhibit park to dialog forum
With this expansion, Reed Messen (Schweiz) AG is following a general trend towards new forms of staged marketing, but also the wish of current and potential customers who are convinced that they will be able to communicate their core competencies more adequately at X'06 in a more experience-oriented ambience. With the new lounges, brainchairs or the communication stage, X'06 will become an innovative and multifunctional stage for
alternative forms of event staging such as aperitifs, talks, presentations of showcases or experience catering. The expanded trade show concept guarantees exhibitors and visitors a stronger emphasis on "content", i.e. qualified dialog.
Hall 3: Brainflow
Hall 3, entitled Brainflow, exemplifies what the new, expanded X'06 is: a modern world of experience where exhibitor and visitor customers meet in a new way. As an alternative to an exhibition stand, exhibitors rent a lounge here for aperitifs, informal meetings or a business lunch.
Companies and associations will also have the opportunity to present projects submitted to or awarded prizes in competitions. Hall 3 is also the venue for the presentation of the Xaver Award for excellence in event marketing and exhibition design by the Expo + Event Swiss Association. Hall 3 is the only venue without classic exhibition stands.
Hall 4: Playground
Hall 4 belongs to the event specialists: stand builders, AV companies, event agencies, event locations, display providers, shopfitters, service providers for rental furniture, hostess agencies, experience hotels or specialists for location marketing. They present themselves to the fair public either in the past form at the own exhibition booth or on the again created Eventbühne with their solo presentation. Or they rent a Brainchair, where they can receive their customers in a protected atmosphere and with catering. Brainchairs are a cost-effective addition or alternative to a trade fair stand and are ideal for dialogue between trade fair participants with products or services that require a great deal of explanation and "brainware".
Another form of presentation, beyond an individual trade fair stand, is offered to experience and seminar hotels, tourism destinations and event locations, but also to location marketers in the Eventplane. In this forum, visitors to the trade fair can be presented with an image presentation in a virtual flight and from a bird's eye view.
Hall 5: Bazaar
Sales promotion and promotional products marketing are the classic themes in Hall 5. The Bazaar as a place to relax is a mix of tent-shaped modular stands, which evoke memories of 1001 Nights, of rest areas and classic exhibition stands. This is where the industry presents itself with the entire spectrum of advertising and promotional articles, decorations, displays, point-of-sales solutions or gadgets.
Hall 6: Wonderland
Hall 6 is the supply and demand platform for decision-makers and influencers from marketing, advertising, direct marketing, communications, media, and the specialist areas of e-marketing, print & sign, and education and training. Under the auspices of Swiss Marketing SMC, the latest marketing trends and speakers from Xongress will be presented in the Media Café.
A new highlight is the communication stage with the twenty-minute star. It is open to advertisers, multimedia professionals, agencies or individuals for a presentation of their individual projects or an innovative idea for 20 minutes.
Also in Hall 6, the Brainchairs provide an innovative form of meeting with budget managers, potential or existing customers. For the first time, Xongress' speakers and keynote speakers are also available on request for a corporate event.
Early booking discount until March 31, 2006
With the reorientation of the X-Messe around the four topic worlds Brainflow, Playground, Bazar and Wonderland and the integration of appearance possibilities beyond a classical exhibition booth for agencies from communication, advertisement and PR Reed fairs (Switzerland) AG breaks an innovative way, which organizers announced already for a long time as new form of the staged firm representation, which knew to convert however until today only completely few fair organizers: The classical trade fair concept is extended in a topic
Experience Event.
X is taking place for the ninth time this year. It is regarded in Switzerland and Germany as a leading, high-quality trade show and congress on the topics of marketing, communication and events. The mark of 10,000 visitors, which was broken in 2000, has always been reached since then. In the record year 2004, more than 340 exhibitors met 11,670 decision-makers and demanders. The extended trade fair concept allows participation in X'06 even without an exhibition stand. Until March 31, 2006, exhibitors with regular booths benefit from the early booking discount.
X'06. The Market Thing. 22. 23. 24. August 2006.
Zurich Exhibition Center.
