Anime Messe Berlin 2018 - Marketing concept - A joint event of
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Anime Messe Berlin 2018
Marketing concept
A joint event of
and
emania Media Service GmbH Anime Kultur e.V.
Helmholtzstr. 23 Rhinstr. 105 D2
12459 Berlin 10315 Berlin
Marketing concept – AMB 2018
Table of contents
Introduction .................................................................................................................................... 3
What is the Anime Messe Berlin? ....................................................................................................................... 3
When will the fair take place? ............................................................................................................................ 3
Where will the fair take place? ........................................................................................................................... 3
Which target group is it meant for? ................................................................................................................... 3
How large will the event be? .............................................................................................................................. 3
What will be the highlights? ............................................................................................................................... 3
Our endeavour:................................................................................................................................................... 3
Your personal contact:........................................................................................................................................ 3
Impressions ..................................................................................................................................... 4
On the target group ......................................................................................................................... 5
The visitor’s budget ............................................................................................................................................ 5
Advertising-relevant target group ...................................................................................................................... 6
Advertising-relevant target group (AnimeRadio.de) .......................................................................................... 7
Exhibitor concepts ........................................................................................................................... 8
Terms and conditions for exhibitors and distributors....................................................................... 9
Booths for exhibitors / distributors at the price of 67 € per m² ......................................................................... 9
Additional costs / services .................................................................................................................................. 9
Marketing performance ................................................................................................................ 10
E-tickets / Tickets / Wristbands (limited availability) ....................................................................................... 10
Advertisement in our program booklet ............................................................................................................ 11
Enclosures in our con-special (free of charge).................................................................................................. 11
Advertisement on our team’s shirts (only available once) ............................................................................... 12
Outdoor advertising – Stretch boards forecourt Metropolis-Halle (available in advance) .............................. 12
Outdoor advertising – Large banner facade Großbeerenstr. (available in advance)........................................ 13
Outdoor advertising – Route guidance ............................................................................................................. 13
Guidance system............................................................................................................................................... 13
Roll-Ups & Flags on the premises ..................................................................................................................... 13
Floor stickers inside the hall ............................................................................................................................. 14
Ceiling hangers inside the hall .......................................................................................................................... 14
Website and Social Media ................................................................................................................................ 14
Advertisement during the stage program ........................................................................................................ 14
Advance publicity on posters and flyers (possible in advance) ........................................................................ 15
Commercials on the web radio (possible in advance) ...................................................................................... 15
Sponsoring .................................................................................................................................... 16
How can the Anime Messe Berlin be supported? ............................................................................................ 16
Support of competitions ................................................................................................................................... 16
2
Marketing concept – AMB 2018
Introduction
What is the Anime Messe Berlin?
The Anime Messe Berlin is a joint event fair organised by the emania Media Service GmbH and the
Anime Kultur e.V. The program covers topics of the Japanese art, pop and youth culture, in particular
focussing on anime, manga and Japanese music.
When will the fair take place?
The next Anime Messe Berlin will be held from June 1, until June 3, 2018.
Where will the fair take place?
The third edition of the Anime Messe Berlin will be held on the premises of the “Film- und Medienstadt
Babelsberg”. The “Metropolis Halle”, the DEFA70 event cinema and the “Filmpark Babelsberg” will be
used. Address: Großbeerenstraße 200, 14482 Potsdam
Which target group is it meant for?
Young people and especially young adults aged between 14 – 35 years.
How large will the event be?
In 2018 we expect about 10.000 up to 15.000 guests spread out over 3 days of exhibition.
What will be the highlights?
The Anime Messe Berlin is particularly distinguished for its well-balanced entertainment program. In
2018, a great number of visitors will again be attracted by our numerous international guests of
honour. Already announced guests of honour for 2018 will be the Japanese singer “Haruka” (known
for the Anime “Blue Dragon”) and the probably most popular German Anime-YouTuber “Ninotaku”.
Further information on the program can be found on www.AnimeMesse.de/en. Due to the
cooperation with the Filmpark Babelsberg many new opportunities opened up to us. This place unites
the fair, the entertainment, open-air and cosplay like no other.
Our endeavour:
We wish to offer you the opportunity to be part of this special event and to present your company to
a continuously growing target group. On the following pages we will present you with an overview of
all the possibilities to introduce your products at the Anime Messe Berlin.
Your personal contact:
Michael Klement
CEO of emania Media Service GmbH
Phone: +49 (0)30 530 27 210
Mobile: +49 (0)176 321 15 298 (preferably)
Fax: +49 (0)332 293 33 104
E-Mail: m.klement@animekultur.de
3
Marketing concept – AMB 2018
Impressions
In order to give you an initial impression of the Anime Messe Berlin, we have put together a few photos
of the old and new Anime Messe Berlin. You can also watch the flashback video created by “animando”
on the following YouTube page:
YouTube: https://goo.gl/fxA8ib
(Please keep in mind that the next Anime Messe Berlin will be held on the premises of the “Filmpark Babelsberg” in the “Metropolis Halle”.)
4
Marketing concept – AMB 2018
On the target group
In 2016, the Anime Messe Berlin celebrated its big debut at the “ATZE Musiktheater”. A great mood
was created by our guests of honour from Japan and the USA. With a total of 3,500 visitors the first
Anime Messe Berlin was already sold our three weeks in advance. In the following year we nearly
doubled our number of visitors and counted 6,500 visitors during our second edition at the “KOSMOS
Berlin”, where Saturday and Sunday were sold our as well.
In 2018 the fair will be held on the premises of the “Filmpark Babelsberg” in the “Metropolis-Halle”.
The Filmpark can be reached in about 30 minutes via the “RE7” (train station: “Medienstadt
Babelsberg”). Due to the new location and the cooperation with the Filmpark we exprect 10,000 to
15,000 visitors spread over three days.
To help each other expand our range, the Anime Messe Berlin works closely together wit “Figuya.com”
and “AnimeRadio.de”. With their trade show and their online shop Figuya.com is one of Germany’s
leading specialist shops for anime merchandise. AnimeRadio.de, which was created by the Anime
Kultur Verein, is also one of the largest German web radios regarding the subjects anime, manga, Japan
and Games.
The visitor’s budget
The visitor’s budget available for shopping at the fair
1% The visitor's budget available of shopping at the fair
2%
over 1000 €
501 - 1000 € 1%
6% 6%
0-25 €
301 - 500 € 26 - 50 €
1 - 10 €
11% 11 - 25 €
16%
201 - 300 € 26 - 50 €
26 - 50 €
51 - 100 €
101 - 200 €
201 - 300 €
28%
301 - 500 €
101 - 200 € 29%
51 - 100 € 501 - 1000 €
über 1000€
Our annual survey among our visitors showed that over 80% visit the Anime Messe Berlin especially
because of the exhibitors. According to our survey, 57% of the visitors spend about 51€ and up to 200€
on merchandise during the event.
5
Marketing concept – AMB 2018
Advertising-relevant target group
In order to be able to assess the target group of your campaign, below you will find information
extracted from our online ticket sales:
Relevant age and gender groups
age distribution age distribution with consideration of sex
30
22% 22%
9% 20 16%
18%
16% 13-17
10%
18-24 10 6%
33% 3% 3%
25-34
42% 0
35+
F: 13-17 M: 13-17 F: 18-24 M: 18-24
F: 25-34 M: 25-34 F: 35+ M: 35+
Catchment area: countries
3000
2694
2500
2000
1500 1264
1000
413 336
500 309 263 261 250
186 143 113
97 90 89 59 44 26 9
0
Anzahl
Berlin (2694) Brandenburg (1264) Sachsen (413)
Bayern (336) Niedersachsen (309) Mecklenburg-Vorpommern (263)
Schleswig-Holstein (261) Sachsen-Anhalt (250) Nordreihn-Westfahlen (186)
Baden-Württenberg (143) Thüringen (113) Hamburg (97)
Hessen (90) EU-Ausland (89) Ausland (59)
Rheinland-Pfalz (44) Bremen (26) Saarland (9)
Catchment area: top 10 cities
1. Berlin 6. Brandenburg
2. Potsdam 7. Hannover
3. Dresden 8. Cologne
4. Leipzig 9. Hamburg
5. Munich 10. Rostock
6
Marketing concept – AMB 2018
Offers by the exhibitors expected from visitors
Offers by the exhibitors expected from visitors
100 86 82
75 72 69
65 62
56 53 51 49 48
42 37 35 34
50 33
24 21 19 19 19
14 10
0
Japanese food (86%) Manga (82%) Anime Merchandise (75%)
Japanese sweets (72%) Anime figures (69%) Anime DVD & BD (65%)
Games & Accessories (62%) Photography (56%) Cosplay & Accessories (53%)
Japanese music (51%) international draftsmen (49%) Japan travel (48%)
Japanese publishers (42%) Draftsman requirement (37%) Japanese cultural associations (35%)
German draftsmen (34%) Japanese language schools (33%) Fan projects (24%)
Japanese Fashion / Fashion (21%) Korean music (19%) Martial arts (19%)
Career (Occupation Japan) (19%) Trading Card (14%) Korea Travel (10%)
Advertising-relevant target group (AnimeRadio.de)
Through the ongoing program on our radio station AnimeRadio.de we reach about 3,900 listeners
nationwide. On our social networks, we are able we are able to record over 17,000 fans on Facebook
and over 11,000 users through our android app. These data result in the following relevant target
groups:
Relevant age / gender groups
age distribution age distribution with consideration of sex
28%
30
22%
4%
20 16%
13-17 12%
20% 10%
26% 18-24 10
8%
3%
25-34 1%
0
50% 35+
F: 13-17 M: 13-17 F: 18-24 M: 18-24
F: 25-34 M: 25-34 F: 35+ M: 35+
Top 10 cities
1. Berlin (45% more compared to Vienna) 6. Hamburg
2. Vieanna 7. Dresden
3. Munich 8. Hannover
4. Brandenburg 9. Frankfurt am Main
5. Cologne 10. Leipzig
The above-mentioned statistics were created with a total of about 32,000 data records, extracted from
the sources radio / Facebook / app.
7
Marketing concept – AMB 2018
Exhibitor concepts
Entirely in terms of a classic convention, we offer all interested artists, entertainers, musicians and
show groups the opportunity to present themselves at the Anime Messe Berlin. These of course only
present a part of all the exhibitors.
The high level of demand shows the visitors' particular interest in
commercial exhibitors at a convention. Regarding this matter, we do not
wish to limit ourselves to the anime and manga sector, but to offer our
visitors a diverse range of goods and possibilities. Therefore, retailers
with no direct connection to Japan or its culture are also in good hands.
Publishers
As a publisher you will have the opportunity to get in direct contact with your customers at the Anime
Messe Berlin and to gain an immediate impression about the effect of your products.
Distributors / Merchandise
Suppliers of merchandise will meet an audience, which expects to find Japan related goods and has
saved money for this particular occasion.
Games / Music
Fans of the Japanese youth culture generally have a great interest in corresponding video games and
music. Therefore, stands in the aforementioned categories are much sought-after by visitors.
According to our latest survey 62% of our visitors would be happy about relevant offers.
Fashion / Cosplay
The Japanese fashion has long since established itself in Germany, just as the art of cosplays did. At the
Anime Messe Berlin you will be able to appeal to your target group and to present the latest fashion
trends.
Intercultural relations
In addition to the most frequently mentioned topics such as anime and manga, the visitors of the
Anime Messe Berlin are especially interested in Japan’s cultural diversity which they up to now only
got to know in these shows and books. This includes cultural practices, the local cuisine and ends last
but not least with the wish to examine the country more closely or even travel around the country.
8
Marketing concept – AMB 2018
Terms and conditions for exhibitors and distributors
Should you be interested in attending the Anime Messe Berlin as an exhibitor or distributor, please get
in touch with us. For this purpose please use the respective form on our web page
www.AnimeMesse.de/en/anmeldung/aussteller. If you have special wishes, please do not hesitate to
contact us. We will gladly send you an individual offer.
Note:
Discounts are possible, in case that several services are made use of,
or if the program is supported substantially. If you are interested,
please contact us separately.
Booths for exhibitors / distributors at the price of 67 € per m²
Our exhibition areas are very popular which is why we ask for a timely registration. Preferences
concerning locations will be happily regarded. The foyer is primarily intended for publishers and
partners. In case of an explicit wish of an exhibitor to be placed in the foyer a 20 € per m² surcharge
will be invoiced. Of course you are welcome to bring your own equipment. Decorative material,
especially tablecloths, must comply with the fire protection regulations (B1, of low flammability). The
Walls and the floor are not allowed to be pasted with one’s own adhesive tape! Appropriate tape can
be ordered from us in advance. Assembling of the stand is possible from May 31. The official days of
the fair / dates of sale are from the 1st to the 3rd of June. Dismantling of the stand must occur until
10pm on the 3rd of June or on the next day, the 4th of June. The standard unit of one stand is 5m x
2m. It is possible to combine several standard units with one another. For example: 5m x 4m or 10m x
2m. Please contact us in case of special stand sizes.
Photos of the location: https://goo.gl/VLFwPd (picture 009 shows the foyer und 010 the fair’s hall)
AMB18-Trailer: https://goo.gl/yng6en
Additional costs / services
waste disposal: 10,- € per m² [obligatorisch]
electricity & consumption: 80,- € only once [optional]
tape 50m roll: 8,- € per roll [optional]
W-LAN / LAN*: 10,- € per day [optional]
Table (1,20|1,60|1,80 x 0,80m): 15,- € per table [optional]
chair: 10,- € per chair [optional]
logo in program guide & web: 35,- € [optional]
parking space: 35,- € per car [optional]
banner over your stand: on request [optional]
Outdoor banner: 50,- € per banner [optional]
*The hall will be provided with a public Telekom Hotspot with wifi for 1,000 devices. You can purchase a Telekom Hotspot Pass that will be valid
for 24 hours with us.
9
Marketing concept – AMB 2018
Marketing performance
Apart from participating as an exhibitor, you may use one of the many advertising opportunities
offered to promote yourself and your products before or at the Anime Messe Berlin. Subsequently we
will provide you with a small overview of our marketing services. We will gladly realize any special
requests you may have. Should you consider making use of several services to contribute to the fair’s
program, we will gladly speak to you about an individual offer.
E-tickets / Tickets / Wristbands (limited availability)
During the advance ticket sales visitors receive their electronic ticket in PDF format immediately after
purchase. On these e-ticktets one may print a banner (temporal changes of designs are possible). On
the day of the fair, these e-tickets will be exchanged by print ticket with the size of a business card, as
well as wristband, which will be necessary to access the event area. These entrance tickets are
considered as a collector’s item by the visitors and are often kept for a long time. You may freely design
the back of these entrance tickets.
Example: https://goo.gl/N8Q515
Copies:
sold tickets + press / exhibitors (approx. 10,000 up to 15,000 tickets)
postal dispatch (approx. 1,000 Stück)
wirstbands (approx. 10,000 up to 15,000 wristbands
Costs:
per type of ticket [print ticket / e-ticket] per ticket 0,30 € or 2,000 € completely
every flyer supplement costs 0,50 € postal dispatch
wristbands for 0,15 € or 1,500 € completely
10Marketing concept – AMB 2018
Advertisement in our program booklet
The official program booklet will be given to every visitor with their entrance ticket and will be freely
available at our information booth or can be downloaded on our website. Visitors frequently use the
booklet to inform themselves about upcoming program points, the different showacts and the way to
the next event. Moreover, it is considered a special collector’s item, just as the entrance ticket.
According to our survey, 46% of the visitors keep the booklet as a memory. Printing an ad in this
program booklet is the easiest way to reach the majority of the visitors. The program booklet will be
printed in A5 format.
Program booklet 2017: https://goo.gl/DiFroY
Copies:
Print: 10,000 – 15,000 booklets
Online: approx. 4,000 downloads / Google Statistic of 2017: https://goo.gl/T6KsdQ
Costs:
per half page: 150,- €
per entire page: 250,- €
logo: 35,- € (as an exhibitor you may print your logo in the list of exhibitors)
first page: 1.200,- € (only available once)
back cover: 1.800,- € (only available once)
Enclosures in our con-special (free of charge)
Visitors who booked the Con-Special will receive an exclusive bag, containing a shirt and a little
surprise together with their entrance ticket. By adding items to these bags – for example product
samples or vouchers – you will be able to reach all purchasers of the Con-Special and can increase
the exclusivity of this offer. The above-mentioned offer will be free-of-charge for all companies that
already booked another product offered by the Anime Messe Berlin or whose contributed content
increases the Con-Special’s value for the visitors.
Edition: approx. 1,000 – 1,500
11Marketing concept – AMB 2018
Advertisement on our team’s shirts (only available once)
To simplify the recognition of our helpers and the visitors’ primary contact persons during the fair,
every team member will receive matching shirts. These shirts may be worn by these helpers at other
events.
By printing exclusive advertisements on the team’s shirts, your company or product’s can easily be
represented in every area of the fair. You may design the whole back of these shirts.
Edition: 350 shirts
Costs: 2.000,- €
Outdoor advertising – Stretch boards forecourt Metropolis-Halle (available in advance)
The stretch boards are located on the forecourt of the
Metropolis-Halle and is clearly visible for all visitors. It is
the ideal place to present your product.
Format: 356 x 252 cm
Costs: 900,- € per piece incl. assembly for 3 days
A longer rental in advance is possible.
12Marketing concept – AMB 2018
Outdoor advertising – Large banner facade Großbeerenstr. (available in advance)
The large banners can be seen very easily from the main
street and are a guarantor for an imposing first
impression when guests travel to the fair.
Format: 980 x 1386 cm
Costs: 4000,- € per piece incl. Assembly for 3 days
A longer rental in advance is possible.
Outdoor advertising – Route guidance
The barriers – which will be used on the premises in order
to provide route guidance – can be used as advertising
space.
Format: 220 x 90 cm
Costs: 50,- € per tarp incl. assembly
Guidance system
In order for our guests to be able to find their way to the
numerous attractions at the fair, there will be a guidance
system in relevant locations (inside and outside).
Format - Customers‘ stopper: 59 x 84 cm
Costs: 150,- € per piece incl. assembly
Format - Wall of the fair: 300 x 300 cm
Costs: 300,- € per piece incl. assembly
Roll-Ups & Flags on the premises
Roll-Ups & Flags can be placed along the entrances and
at central spots inside the building and on the site.
Format – Roll-Up (only inside): 85 x 200 cm
Costs: 200,- € per Roll-Up
Format – Flags: Fabric - 64 x 189 cm
Costs: 200,- € per flag
13Marketing concept – AMB 2018
Floor stickers inside the hall
Make our hall flour into your personal “Walk of Fame”
and present your products.
Format: maximum 4 m wide
Costs: on request
Ceiling hangers inside the hall
Along the ceiling you can attach ceiling hangers, which
cannot be overlooked i. e. the large number of visitors.
Format: on request
Costs: on request
Website and Social Media
Here you will be able to get in touch with our customers
by sharing your news via our news system or our social
media channels. These have to fit into the event. Most
suitable are product presentations in conjuction with a
competition.
Costs: 350,- €
Advertisement during the stage program
Another good opportunity to get in touch with our visitors is the youtube trailers of our program
points. Between these program points there is enough time to show a trailer or a picture of you on the
screen.
Format: HD – 1920x1080 – MPEG4 Cots: 500,- € per 30 sconds
14Marketing concept – AMB 2018
Advance publicity on posters and flyers (possible in advance)
In order to promote the program of the
Anime Messe Berlin, different
marketing campaigns will bestarted
while making use of posters and flyers.
We like to offer you the possibility to
promote your products on posters.
Our posters are put up on public places
in Berlin. The flyers will be placed into
mailboxes in Berlin, send out
nationwide by Figuya.com’s /
AnimFanShop.de’s mail orders and
handed out during fair representation
(i. e. Leipzig Book Fair). Please contact
us if you are interested in participating
in such a campaign.
Commercials on the web radio (possible in advance)
Due to the ongoing program on our internet radio AnimeRadio.de we are able to reach about 3,900
listeners per day. A great number of these listeners will also visit the Anime Messe Berlin. A commercial
spot during the radio program is the perfect possibility to reach your target group outside the context
of the Anime Messe Berlin.
As the commercial will be played during our ongoing program and therefore no web blocker can stop
the advertisement from being played. Therefore, please consider our favourable offer.
Spot format: 30 seconds
Costs:
broadcasting 24 times a day: 10,- € per day
simple spot production: 150,- € per 30 seconds
15Marketing concept – AMB 2018
Sponsoring
Are you interested in supporting the Anime Messe Berlin by other means? We very much appreciate
every support granted to us and will reward every supporter in an appropriate form. The TOP three
supporters of our event will next year automatically be communicated as the Anime Messe Berlin’s
main sponsor!
How can the Anime Messe Berlin be supported?
The event is primarily organised by the Anime Kultur Verein and its voluntary members. In order to be
able to compensate our great number of helpers we would be glad about every financial donation or
performance which will lead to cost reduction. Therefore, a great interest lies in the following areas:
organisation / provision of program points
provision of prizes for our visitors
provision of technique and decorative materials
provision of gifts for our voluntary helpers
services in different areas (i. e. Paramedics, interpreters, technicians)
partner advertising
financial donations
Support of competitions
Moreover, you can support specific program points and competitions:
- anime music video contest (with the YouTuber Ninotaku)
- anime quiz
- cosplay competition
- cosplay photo-point
- distributor’s auction
- noodle slurping competition
- online competition
- synchronisation workshop art contest
Thank you for your attention,
we are looking forward to hearing from you!
Your personal contact:
Michael Klement
CEO of emania Media Service GmbH
Phone: +49 (0)30 530 27 210
Mobile: +49 (0)176 321 15 298 (preferably)
Fax: +49 (0)332 293 33 104
E-Mail: m.klement@animekultur.de
16You can also read
