A publication of Koelnmesse, Inc. Issue 1.

2009

W
e are excited to present the first edition of our North American Koelnmesse
Newsletter!

This Newsletter will appear every 3 months and will keep you informed
about everything surrounding our events. We will feature highlights of
upcoming events not only in Cologne, but also events we organize in Asia
and in North America. Topics Overview
The attached issue touches on important issues such as how to protect NO Copy Program
yourself when property rights are infringed, how to use trade shows as a Shows Have a Bigger Payoff
cost effective means for lead generation and how to minimize the carbon
footprint when exhibiting. You will also find valuable information on business etiquette and tips
Working Smarter
on cost savings via our travel partner Lufthansa. We Are Here to Help
Green Exhibiting
Export minded companies should think of us as their extended arm in planning their interna-
tional marketing efforts. We help with selecting the right trade show and assist with floor plan
Event Spotlight
selection, booth design as well as how to market your company to international buyers and While You Are in Flight
trade press. We also work with North American associations in launching, building or expanding Doing Business in Germany
tradeshows or conferences in the U.S., Canada, Asia or Europe.
Upcoming Event Calender
Whether you are an association, show organizer, exhibitor or trade show attendee, this commu-
nication tool is designed to provide valuable information in assisting with your business. Feel
free to share comments and suggestions on your Koelnmesse experience as we always strive to Koelnmesse, Inc.
improve aspects of our events! 8700 W Bryn Mawr Avenue
Suite 640N
Happy Reading! Chicago, Illinois 60631
United States of America
phone: +1-773-326-9920
fax: +1-773-714-0063
Mette Petersen
http://www.koelnmessenafta.com
President & Managing Director
http://twitter.com/koelnmesseinc
Koelnmesse Inc.

No Copy! - Originals
We want your participation at the trade fair to be successful. It is important to ensure that
everything goes smoothly, not only from the point of view of organization, but also from
a legal point of view. We are particularly concerned about protecting your rights and want
to assist you as much as possible in any action you might take against product piracy. This
guide is intended to provide initial assistance. Should we receive a specific indication of an
existing or threatened infringement of property rights, we write to exhibitors before the
trade fair to refer to the conditions of participation and to inform them of the legal conse-
quences of property right infringements. However, since we ourselves are not the holders
of the industrial property rights, we cannot enforce your rights against third parties for you.
Finally, Koelnmesse reserves the right to exclude exhibitors who have been the
subject of a court decision on product piracy from participating in the sub-
sequent trade fair. However, a requirement for their exclusion is that there is
a certain risk of repetition of the offense. To download the full brochure on
Koelnmesse’s No Copy! - Originals please visit
http://bit.ly/vMhdI
 Shows Have Bigger
Payoff!
Trade shows are an even more cost-effective forum to identify leads and
close deals than the Center for Exhibition Industry Research has reported.

After reviewing the data for “The Cost Effectiveness of Exhibition Partici-
pation,” a two-part study released by Dallas-based CEIR earlier this year,
M&C discovered a calculation error that inflated the reported cost of iden-
tifying prospects and closing sales at trade shows by 5.4 percent.

The published report stated that the average cost to identify a prospect
and close a sale using exhibitions is $2,307.19. But following an inquiry
from M&C, researchers admitted the number should be $2,188.40. With-
out using exhibitions, the average cost to generate a lead and close a sale
is $3,102.10, according to the study.

Dr. Matthew T. Brown, a University of South Carolina researcher who worked on the study and recalculated the numbers, noted
that “the results still stay in the two-to-three ratio that CEIR has been publishing.”

The study was based on a survey completed by 214 sales managers and executives from companies that have annual sales in
excess of $50 million. Results varied widely, so researchers plugged averages into their formula, including the number of prospects
identified per show (295), the number of salespeople staffing each show (6.74) and the average salary of a salesperson ($77,566).

The results also indicated that leads generated via exhibitions are often of greater quality than those generated by the use of
other methods.

How cost-effective are trade shows for you? Use the M&C online calculator: http://mcmag.com/article_ektid26452.aspx

Working Smarter
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Meet the Koelnmesse Team
We Are Here to Help
Christopher Beavers
North American Sales & Project Manager Veronica Woods
c.beavers@koelnmessenafta.com North American Sales &
+1-773-326-9928 phone Project Manager
Shows: China International Hardware Show v.woods@koelnmessenafta.com
Powered by Practical World, spoga/gafa, spoga +1-773-326-9922 Phone
horse (spring + autumn), International Hardware Shows: Annapoorna World of Food India, Anuga,
Fair, Asia Pacific Sourcing, DMS and Ferroforma. Anuga FoodTec, Coffeena, Dairy Universe India,
Euvend, Int’l FoodTec China, Int’l FoodService India, Int’l FoodTec
Ken Dickerson India, ISM, ProSweets, Sweet & SnackFactory India, Sweet &
North American Sales & Project Manager SnackTec China, Sweets Middle East, Sweet & SnackTec Middle
k.dickerson@koelnmessenafta.com East, Sweets China, Sweets Middle East, Thaifex World of Food
+1-773-326-9926 phone Asia, Wine & Gourmet Asia and Wine & Gourmet Japan.
Shows: Kind & Jugend, IMB, IMM, Interzum,
Interzum Guangzhou, Interzum Moscow, George van Brenk
Photokina and Orgatec. North American Exhibitor Services Coordinator
g.vanbrenk@koelnmessenafta.com
Silke Eidam +1-773-326-9927 phone
North American Sales & Project Manager
s.eidam@koelnmessenafta.com
+1-773-326-9929 phone
Shows: Aquanale, FSB, Gamescom, IDEM India, Franz Balve
IDEM Singapore, IDS and INTERMOT. PR and East Coast Sales Manager
f.balve@koelnmessenafta.com
Darrin Stern +1-732-933-1117
North American Sales & Project Manager
d.stern@koelnmessenafta.com
+1773-326-9925 phone
Shows: Carbon Expo, Carbon TradeEx America,
Clean Energy Expo, Entsorga-Enteco, Wind Gabriela Gonzalez
Power Asia and Business Development. Mexico Sales Manager
DE International de México, S.A. de C.V.
Lesley Swain gabriela.gonzalez@deinternational.com.mx
Controller +52-55-15-00-59-00
l.swain@koelnmessenafta.com
+1-773-326-9924

Green Exhibiting
Why Carbon Offsets? Carbon dioxide emissions are causing the Earth’s climate to
change and warm, which will have catastrophic results if we do
not act to reduce them. Carbon dioxide emissions in our atmo-
Carbon offsets allow you to take action on global warming now.
sphere are at their highest levels in recorded history, spanning
Offsetting your carbon footprint will support greenhouse gas
over 650,000 years.
reduction projects and hasten the transition to a clean energy
future.
Show your company’s leadership position and learn about offset-
ting your impact.
Carbon offsets can be more efficient than other measures an indi-
vidual can take to fight global warming, while reducing the same
Resources:
or more carbon dioxide emissions. After all, it is more cost effec-
http://CarbonOffsetList.org
tive to build a 100 MW wind farm in Texas than a 5 kW windmill
http://en.wikipedia.org/wiki/Carbon_offset
in your own back yard.
 Event Spot Light
After two days of conference sessions, exhibitor presentations
and interaction on the exhibit floor, Carbon TradeEx America
came to a close at the Walter E. Washington Convention Center
in Washington, DC. Attendees noted a serious commitment to
embrace steps towards a “cap and trade” system in the U.S. Jointly
organized by Koelnmesse, Inc. and the Carbon Markets & Investors
Association (CMIA) it brought together more than 864 company
representatives, consultants and other delegates. More than 96
companies supported the event as exhibitors and partners.
U.K. based Debbie Leitner, Managing Director of Marketing &
Communications from Climate Change Capital commented,”
Coming from a mature carbon market, we are keeping an eye on
what’s taking place in the United States. Carbon TradeEx America
is a critical industry event and keeps us current on the state of
the U.S. carbon market place.” Added Steven Schleimer, Director
of Energy & Environmental Regulation at Barclay’s Capital,” Our
group is one of the largest players in the global carbon market. This
event helped us to maintain our leadership position and establish
relationships with the emerging
U.S. Carbon market.” Remarking on the conference sessions, Aimee
Barnes, Senior Manager, U.S. Regulatory Affairs at Eco Securities
said, “We were impressed with the high level speaker line up which
provided a nice confluence of policy makers in the U.S. market.”
Carbon TradeEx America 2009 was the most comprehensive
industry event in the U.S. connecting climate policy, carbon
markets, energy security, low carbon technology, and the green
economic recovery. The event connected industry thought leaders,
senior decision-makers, and practitioners interested in one of the
biggest policy priorities of the new Obama Administration. Carbon
TradeEx America serves the national education, networking and
business needs of all current and future carbon market players.
While You Are in Flight
Suggested reading from the NEW Koelnmesse bookstore
Purple Cow: Transform Your Business by Being Remarkable.
Author: Seth Godin
You’re either a Purple Cow or you’re not. You’re either remarkable
or invisible. Make your choice.
What do Starbucks and JetBlue and KrispyKreme
and Apple and DutchBoy and Kensington and
Zespri and Hard Candy have that you don’t?
How do they continue to confound critics and
achieve spectacular growth while leaving behind
former tried-and true brands to gasp.....
Carbon TradeEx America meets
the demand for a comprehensive
conference program paired with
a high quality exhibition and
networking platform focused on
the emerging US carbon market
while examining lessons from other
markets. According to a New Carbon Finance report, the value of
the carbon market stood at an estimated 118 billion dollars in 2008,
up from only 30 billion dollars in 2006. Carbon trading in North
America is still at its infancy, however is anticipated to become a
hot commodity with rapid growth rates over the next few years.
Carbon TradeEx America is designed to help you maximize your
potential during this time of accelerated growth!
For more information on Carbon TradeEx America please visit
http://www.carbontradeexamerica.com. If
you have direct questions you can contact
the event project manager Darrin Stern at +1-
773-326-9925 or d.stern@koelnmessenafta.
com. Follow Carbon TradeEx on Twitter.com
and stay up-todate on the event happenenings
and industry news.
http://twitter.com/carbontradeex
Brands That Rock: What Business Leaders Can Learn from the
World of Rock and Roll. Authors: Roger Blackwell and Tina
Stephan
Cadillac and The Rolling Stones. Victoria’s Secret and Madonna.
Wal-Mart and KISS. What could these corporate brands and legend-
ary rock bands have in common? Fans--devoted
customers who not only display long-term buy-
ing loyalty and an insatiable appetite for spend-
ing, but evangelize to others the reasons for their
adoration.
Doing Business in Germany
Value-Added Tax
Germany’s VAT is 19 percent. Food brought into the country is charged at a lower 7-percent
rate. VAT is reimbursable, but there is considerable paperwork, and it could take months to
obtain a refund. The refund application must be received by the Federal Central Tax Office
within six months of the end of the calendar year in which the tax was incurred. Please visit Koeln-
messenafta.com for some helpful links on how to obtain reimbursement of your VAT.

Music Rights
Contact the German Society for Musical Performing and Mechanical Reproduction Rights
(GEMA) in order to pay royalties and obtain the proper licenses for any music you plan to
play in your exhibit during the trade show. The German authorities do enforce and check
compliance during the trade show! (http://www.gema.de)

Garbage
Order booth cleaning through show services prior to the show.
You will need to order disposal for build-and-burn exhibits. Germany has special green fees depending on the
type of trash to be disposed of by the contractor. Ask your exhibit builder for more information.

Smoking
Smoking is forbidden in German exhibit halls(during the show), but there are designated smoking areas outside each exhibit hall.

Voltage
Exhibition halls throughout Germany use 220 V.
Germans use round, two-prong electrical plugs, so you will need to bring adaptors and transformers for any
electrical equipment you plan to use or display in your booth.

Resources
Hospitality • AUMA Fairs and Exhibitions, the German trade fair industry
Even smaller booths will generally have cookies and soft drinks in association: ~ www.auma.de
Germany. Larger booths will offer hors d’oeuvres, more elaborate • German American Chamber of Commerce: ~ www.gaccny.
sweets, or even sausages. In larger booths, service of beer, wine, and com/en/german-american-chamber-of-commerce
even liquor is common and acceptable. Check with show manage- • U.S. Commercial Services ~ www.buyusa.gov
ment to see if permission is needed to serve alcohol in your exhibit
during the show. Be aware that there are different drinking ages in
Germany: 16 for beer and wine, 18 for liquor. Now
Greetings
Shake hands firmly and say, “Hello” in English or either “Guten Tag”
(Good day) or “Guten Abend” (Good evening), depending, of course,
Available!
on the time of day. It is customary for Germans to shake hands be-
fore and after all meetings. In a group, take your time with intro-
ductions, shaking each person’s hand. Everyone in the group will be
introduced to one another regardless of rank. Germans tend to be
Web Banner Advertising
more formal than their U.S. counterparts, so be careful of becoming
informal too quickly. It is suggested to always address a individual koelnmessenafta.com
as Mr./Ms. Last Name until your guest suggest different.
(over 3,900 page views per month)
Staff Attire
For men, suits are the norm no matter your status.
Now you can reach Koelnmesse’s vertical markets.
If male staffers are not wearing a suit, then a tie is a
must. For women, conservative business attire is ac-
Call Darrin Stern at 773-326-9925 today and
ceptable. Avoid flashy outfits and jewelry. Tattoos and see how affordable, valuable and easy it can be to
piercings should be covered. reach companies that are growing their business
around the world.
 Plan today & grow your business tomorrow...
Your Upcoming Event Calender

Food Furniture, Interior Design and Textiles

ISM Jan. 31 - Feb 2, 2010 imm cologne Jan. 19 - 24, 2010
International Sweets & Buscuits Fair ~ Cologne, Germany The international furnishing show ~ Cologne, Germany
coffeena June 26 - 28 , 2009 IMB May 8 - 11, 2012
International Coffee Fair ~ Colgone, Germany World of Textile Processing ~ Cologne, Germany
Eu’Vend Sept. 10 - 12, 2009 interzum May 25 - 28, 2011
The International TradeFair for the Vending Industry ~ Cologne, Germany Cologne, Germany
Anuga Oct. 10 - 14, 2009 interzum guangzhou Mar. 27 - 30, 2010
Cologne, Germany Guangzhou, China
Wine & Gourmet Asia Oct. 22 - 24, 2009 interzum moscow May 11 - 15, 2010
International Wine & Gourmet Foods, Hotel & Foodservice Equipment, Sup- Moscow, Russia
plies & Services, Exhibition & Conference ~ Macau, China
Sweets China Sept. 2 - 4, 2009 House, Garden and Leisure
International Exhibition for the Sweets & Confectionery, Bakery, Snack Food
and Ice Cream Industy ~ Shanghai, China spoga horse (spring) Feb. 6 - 8, 2010
Sweets Middle East Nov. 2 - 4, 2009 International Trade Fair for Equestrian Sports ~ Cologne, Germany
International Exhibition for the Sweets & Confectionery, Bakery, Snack Food International Hardware Fair Feb. 28 - Mar. 3, 2010
and Ice Cream Industy ~ Dubai, UAE Cologne, Germany
Asia-Pacific Sourcing Feb. 27 - Mar. 1, 2011
Technology and Environment Products for Home and Garden ~ Cologne, Germany
spoga+gafa Sept. 5 - 7, 2010
Prosweets Cologne Jan. 31 - Feb 2, 2010 International Trade Fair for Sports, Camping and Garden Lifestyle + International
The international supplier fair for the confectionery industry ~ Cologne, Germany Garden Trade Fair ~ Cologne, Germany
Anuga Food Tec Mar. 27 - 30, 2012 spoga horse (autumn) Sept. 6 - 8, 2009
International trade fair for food and drink technology ~ Cologne, Germany International Trade Fair for Equestrian Sports ~ Cologne, Germany
Carbon Expo May 26 - 28 , 2010 spoga Sept. 6 - 8, 2009
Global Carbon Market, Trade Fair & Conference ~ Cologne, Germany Camping & Garden Lifestyle International Garden Trade Fair ~ Cologne, Germany
Entsorga-Enteco Oct. 27 - 30 , 2009 ferroforma Mar. 2011
The International Trade Fair for Waste management and Environmental Technology International Hardware Exhibition ~ Bilbao, Spain
~ Cologne, Germany China International Hardware Show Sept. 16 - 18, 2009
Carbon TradeEx America Jan. 2010 / Sept. 2010 Shanghai, China
Carbon Market, Trade Fair & Conference ~ Washington DC/Chicago, USA
Wind Power Asia June 23 - 25, 2010
China Wind Energy Exhibition & Conference ~ Beiging, China
Clean Energy Expo Asia Nov. 18 - 20, 2009 Health, Lifestyle and Facilities
Future International Trade Fair and Conference for Clean Energy ~ Singapore
Carbon Forum Asia Oct. 26 - 27, 2009 IDS Mar. 22-26, 2011
Carbon Market, Trade Fair & Conference ~ Singapore International Dental Show ~ Cologne, Germany
INTERMOT Cologne Oct 6 - 10, 2010
International Motorcycle, Scooter and Bicycle Fair ~ Cologne, Germany
IT and Digital Entertainment Orgatec Oct. 26 - 30, 2010
International Trade Fair for Office & Facility ~ Cologne, Germany
gamescom Aug. 19 - 23, 2009 FSB Oct. 28 - 30, 2009
European trade fair for interactive games and entertainment ~ Cologne, Germany International Trade Fair for Amenity Areas, Sports and Pool Facilities ~ Cologne, Germany
DMS EXPO Sept. 15 - 17 , 2009 aquanale Oct. 28 - 31, 2009
Digital Management Solutions ~ Cologne, Germany International Trade Fair for Sauna, Pool, Ambience ~ Cologne, Germany
IDEM Singapore Apr. 16 - 18, 2010
Comunications, Arts and Fashion International Dental Exhibition and Meeting ~ Singapore
IDEM India Oct. 23 - 25, 2009
ART COLOGNE Apr. 21 - 25, 2010 International Dental Exhibition and Meeting ~ Mumbai, India
International Art Fair ~ Cologne, Germany
Kind + Jugend Sept. 17 - 20 , 2009
The Trade Show for Kids’ First Years ~ Cologne, Germany
photokina Sept. 21 - 26, 2010
World of Imaging ~ Cologne, Germany