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Editorial
Called-off trade shows, cancellations by exhibitors, conferences with lowest-ever attendance - the economic crisis is making itself felt. Looking back over the recent past, it seems to have hit Europe not quite so hard as America and Asia. And - anyone not totally dependent on the automotive industry has reason for a much more optimistic future outlook. This year an amazing number of polyurethane conferences and trade fairs will take place. The first Russian PU show was recently held and the question as to whether or not it was a success - in spite of the low number of exhibitors - could not be answered with certainty at this time. However it is certain that this show will be held again next year. Several issues of FAPU ago, I was complaining about the many too many events of this type. This will be the year that will show who will make it and who won't. But, sticking one's head in the sand while moaning and complaining about possible reductions in the number of show visitors won't help a bit. A little more realism would be advisable here - as well as creativity.
„Beat the crisis by swimming upstream!"
This quote from the beginning of a press release by Management Consultant Johannes Ulrich Becker von Buch hits the nail, in my opinion, right on the head.
Reports of serious downturns in sales volumes in many sectors cannot be ignored - some companies have been hit very hard. How best to react? The quick answer: ECONOMIZE! Certainly a good route, but not one to follow in marketing, as shown by the many companies that have economized themselves to death. As Becker von Buch says: „If you want to drive up a steep hill in an old, beat-up car, you certainly don't take your foot off the accelerator, you press it down to the floor." According to Becker von Buch, the current financial and economic crisis compares to the steep hill: „Many entrepreneurs give up hope in the face of these difficulties. They don't step on the gas pedal and don't make it up the hill. But if you are only one of the crowd, if you don't stick out, no one notices you. For a company this means: more and more customers leave, no new ones come and the downward spiral begins."
„The worm must taste good to the fish, not the fisherman". Well-conceived marketing measures can be used even in the present tight situation to find new customers and reactivate existing ones.
Hearing all the bad news about the terrible situation various countries are in, something strikes me as being somewhat odd. Back in December and January press we at FAPU and others were provided press releases from companies explaining what works they intend to close and how many employees they will have to lay off worldwide. The same companies are now announcing increased dividends to their happy shareholders.
But then again, managers of big banks about to fail have been known to occasionally pay themselves bonuses!
We too are not sitting around idly passing the time; we will be exhibiting at UTECH (Booth 1170) for the first time. Until then, there is a lot of work to be done and those coming by our booth to visit will hear a tidbit or two of news not yet included in this issue.
Birgit Harreither
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