“Getting people together”

It isn’t the first time, but this time it is more urgent. The European DIY Retail Association, EDRA, has directed another appeal to the manufacturers of branded products to participate at trade fairs. The urgency is highlighted by the fact that this time John Herbert, the general secretary of the association, has addressed himself to the CEOs of the leading producer companies in a personal letter. Of course the association is aware of the problems here: the cost of such fair appearances has exploded because the major brands are expected to present themselves as befits their significance. At the same time EDRA mentions a dangerous development: the managers of the non-exhibiting companies are visiting fairs in order to meet buyers there. But if the exhibitors are absent, the fairs will be dead for good. As the letter says, “This would be a great loss for our industry.” “It is highly important that we have trade fairs,” is how John Herbert stresses his position during a conversation. He explains emphatically that concern about the fairs is a top priority for EDRA. For the function of trade fairs is to get people together. Herbert is convinced that, without them, the sector would be robbed of an element that is important for its economic progress. The feedback from the circle of members who visit the trade fairs recommended by EDRA is correspondingly positive. The team from the Australian DIY chain Bunnings, for example, which came to Germany for the Spoga+Gafa event, was “more than happy” with the results of their visit. But what might a solution involve? Certainly not small booths for big companies. EDRA offers the alternative suggestion of some form of communication centre “so that EDRA members who travel to these events from all over the world can easily contact” the representatives of the manufacturers in question. Has the letter had any effect? What can the association’s initiative actually achieve? It stands to reason that the sender is aware that he won’t bring about any immediate change to the fair strategies on the supplier side. But Herbert believes a discussion has now been kicked off. “We create the sensibility and the awareness.” Download: