Tradeshow savvy

Hannover Fairs’ Joachim Schafer is CCPA trade fair keynote speaker.

By: Susan Briggs
   Tradeshows can be a contact-rich and content-rich marketing tool for businesses of any size, particularly those that specialize in selling high-tech goods and services, according to Joachim Schafer, president of Hannover Fairs USA Inc.
   Mr. Schafer was the featured speaker at the Chamber of Commerce of the Princeton Area lunch, which took place during the CCPA’s annual business trade fair on Aug. 30.
   Hannover Fairs USA is the U.S.-based unit of Deutsche Messe AG Group of Companies, the international tradeshow exhibition firm headquartered in Hannover, Germany.
   Quoting statistics issued by the Center for Exhibition Industry Research, Mr. Schafer said that during 2000, more than 10,000 exhibitions occurred around the world in 2,000 venues. Based on that and other data generated by the CEIR, Mr. Schafer said, "The estimated $100 billion annual contribution to the gross domestic product places meetings and exhibitions among the largest 25 industries in the United States."
   Mr. Schafer’s remarks served as a backdrop to the wheeling and dealing that occurred at the annual CCPA Business Trade Fair and the U.S. 1 Technology Showcase. More than 70 companies in the Princeton area displayed their wares at booths located throughout the Doral Forrestal.
   The events at the fair began at 10 a.m. with an international coffee hour that featured Daniel Fleming, a partner at the law firm Wong, Fleming, who spoke about how countries in the Pacific Rim can affect companies in the Princeton area and the American way of life.
   A wine and beer tasting event featuring specialty foods as well as a handwriting analyst also were among the special events sprinkled throughout the entire day, which culminated with a technology forum sponsored by U.S. 1.
   The true diversity of the Princeton business scene was in full evidence at the fair, from Hamilton Jewelers to the accounting firm Druker, Rahl & Fein, which is now part of the Mercadien Group. Civic and nonprofit organizations also were well represented at the fair, including Eden W.E.R.C.s, the Rotary Club of Princeton and the New Jersey Commerce & Growth Commission.
   "We took a booth at the trade fair because we knew it would be a great way to network with other Chamber members," said Deborah Pellen, creative director at Princeton-based Vaughn Design. "We also knew it would be a great opportunity to let other area businesses know who we are and what we can do. Most of our clients are currently located in the Princeton area." Vaughn Design is a midsized firm that specializes in providing design, copywriting and full production marketing capabilities to its clients.
For more information about the CCPA and its activities, call (609) 520-1776 or visit the Chamber’s Web site at www.princetonchamber.org.