Anime Messe Berlin 2019 - Marketing concept - A joint event of
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Anime Messe Berlin 2019
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 2019
Table of content
Introduction ................................................................................................................................. 3
What is the Anime Messe Berlin about? ............................................................................................................ 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
About 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 merchants ...................................................................... 9
Booths for exhibitors / merchants at the price of 77,- € per m² ....................................................................... 9
Additional costs / services .................................................................................................................................. 9
Marketing services ..................................................................................................................... 10
Tickets advertisement (limited availability) ...................................................................................................... 10
Multimedia advertisement ............................................................................................................................... 12
Advertisement in the program booklet ............................................................................................................ 14
Branding & Sponsoring ..................................................................................................................................... 15
Advertisement on the premises ....................................................................................................................... 17
Advance advertising on posters and flyers (possible in advance) .................................................................... 19
Sponsoring ................................................................................................................................. 20
How can the Anime Messe Berlin be supported? ............................................................................................ 20
Support of competitions ................................................................................................................................... 20
2
Marketing concept – AMB 2019
Introduction
What is the Anime Messe Berlin about?
The Anime Messe Berlin is a joint event fair organized by the emania Media Service GmbH and the
Anime Kultur e.V. The program covers topics of the Japanese art, pop and youth culture, focusing in
particular on anime, manga and Japanese music.
When will the fair take place?
The next Anime Messe Berlin will be held from May 17, until May 19, 2019.
Where will the fair take place?
The fourth Anime Messe Berlin will be held on the premises of the “Film- und Medienstadt
Babelsberg”. The “Metropolis Halle” and the “Filmpark Babelsberg” will be used.
Address: Großbeerenstraße 200, 14482 Potsdam
Which target group is it meant for?
Adolescents and especially young adults aged between 14 – 35 years.
How large will the event be?
In 2019 we expect about 10.000 up to 15.000 guests spread out over 3 days.
What will be the highlights?
The Anime Messe Berlin is particularly distinguished for its well-balanced entertainment program. In
2019, visitors will again be attracted by our numerous international guests of honour. Already known
guests of honour for 2019 will be the Japanese band “Burnout Syndromes” (known from the Anime
“Haikyū!!”), the Japanese Singer “Miku Sawai” (known from the Anime “Kill la Kill” and “Akame”) and
the successful manga artist “Satoshi Shiki” from “Attack on Titan BTF”. Further information of 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 and
cosplay like no other.
Our endeavour:
We wish to offer you the opportunity to be part of this special event and present your company to a
continuously growing target group. On the following pages we will present you with an overview of all
the possibilities for introducing 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
Fax: +49 (0)332 293 33 104
E-Mail: m.klement@animekultur.de
3
Marketing concept – AMB 2019
Impressions
In order to give you an initial impression of the Anime Messe Berlin, we have put together a few photos
of the Anime Messe Berlin. To get a better impression of the variety of the fair, watch our trailer of the
fair:
YouTube: https://goo.gl/TLzVDd
4
Marketing concept – AMB 2019
About 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 out three weeks in advance. In the following year we nearly
doubled our number of visitors and counted 6.500 visitors at the “KOSMOS Berlin”. With the relocation
to the "Filmpark Babelsberg" in 2018, we were able to inspire 9.600 visitors for the fair and now have
a unique location with enough space for further growth.
In 2019 the fair will again take place on the premises of the “Filmpark Babelsberg” in the “Metropolis-
Halle”. The Filmpark can be reached from Alexanderplatz within 30 minutes via the “RE7” (train station:
“Medienstadt Babelsberg”). Due to the new location and the cooperation with the Filmpark we expect
10.000 to 15.000 visitors spread over three days in 2019.
To help each other expand our range, the Anime Messe Berlin works closely together with
“Figuya.com” and “AnimeRadio.de”. With their appearances at conventions and its online shop,
Figuya.com is one of leading shops specialized in anime merchandise in Germany. AnimeRadio.de,
which was created by the Anime Kultur Verein, is also one of the largest German web radios in the
categories anime, manga, Japan and Games.
The visitor’s budget
The visitor’s budget available for shopping at the fair
Available budget of visitors for shopping at the fair
1%
2% over 1000 € 6%
501 € - 1000 € 11 € - 25 €
6% 1 € - 10 €
301 € - 500 € 1% 1 € - 10 €
17% 11 € - 25 €
15% 26 € - 50 €
201 - 300 € 26 € - 50 €
51 € - 100 €
101 - 200 €
201 - 300 €
301 € - 500 €
27% 25%
501 € - 1000 €
101 - 200 € 51 € - 100 €
over 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 between 51€ to 200€ on
merchandise during the event.
5
Marketing concept – AMB 2019
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 by gender
3,0%
0,8% 10,7% 43,0%
50,0%
< 14
23,6%
14-17
21,2% 12,0%
6,0% 5,3% 7,8%
18-29 0,5% 1,8%
64,3% 0,0%
30-39
40+ M: up to 17 F: up to 17 M: 18-29 F: 18-29
M: 30-39 F: 30-39 M: 40-59 F: 40-59
Visitors by state of origin
3500
3083
3000
2500
2033
2000
1500
1000
598
479 470
500 364 364 307 303 296
238 176 170 154
66 64 30 5
0
Berlin(3083) Brandenburg(2033) Saxony(598)
Bavaria(479) Lower Saxony(470) Mecklenburg Western Pomerania(364)
Saxony-Anhalt(364) Schleswig-Holstein(307) Northrhine-Westphalia(303)
Baden-Württemberg(296) Hamburg(238) Thuringia(176)
Bremen(170) Hesse(154) EU-states(66)
Rhineland Palatinate(64) Non-EU states(30) Saarland(5)
Top 10 states
1. Berlin 6. Mecklenburg-Western Pomerania
2. Brandenburg 7. Saxony-Anhalt
3. Saxony 8. Schleswig-Holstein
4. Bavaria 9. Northrhine-Westphalia
5. Lower Saxony 10. Baden-Württemberg
6
Marketing concept – AMB 2019
Expected offers by the exhibitors from visitors
Expected offers by Exhibitors from Visitors
100 79 76 73 73 70
55 53 46 45
43 39 38 38
30 29 26 26 25 24 24
18 15 12 12
0
jap. Food (79%) Anime Merchandise (76%) Manga (73%)
jap. Sweets (73%) Anime Figurine (70%) Cosplay & Accessories (55%)
Anime DVD&BD (53%) Games & Stuff (46%) jap. Music (45%)
jap. Fashion (43%) german Artists (39%) international Artists (38%)
Japan Travel (38%) jap. Language Course (30%) jap. Publisher (29%)
jap. Culture Societies (26%) Fanprojects (26%) K-Pop (25%)
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 were able to reach over 17.000 fans on Facebook and over
11.000 users through our Android app. This data results in the following relevant target groups:
Relevant age / gender groups
age distribution age distribution by gender
3,0%
0,8% 50,0% 43,0%
10,7%
< 14 23,6%
21,2% 14-17 12,0%
6,0% 5,3% 7,8%
18-29 0,5% 1,8%
0,0%
64,3% 30-39
M: bis 17 W: bis 17 M: 18-29 W: 18-29
40+
M: 30-39 W: 30-39 M: 40-59 W: 40-59
Top 10 states
1. Berlin (45% more compared to Vienna) 6. Hamburg
2. Vienna 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 2019
Exhibitor concepts
Just like regular conventions, we offer all interested artists, entertainers, musicians and show groups
the opportunity to present themselves at the Anime Messe Berlin. These of course only represent a
part of all the exhibitors.
The high level of demand of visitors show their 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 welcome.
Publishers
As a publisher you will have the opportunity to get in direct contact with your customers at the Anime
Messe Berlin and gain an immediate impression about the effect of your products.
Merchants / Merchandise
Suppliers of merchandise will meet an audience, which saved money for this particular occasion and
expects goods related to Japan.
Games / Music
Fans of the Japanese youth culture generally have a great interest in related video games and music.
Therefore, booths 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
Japanese fashion has long since established itself in Germany, just like the art of cosplay. At the Anime
Messe Berlin you will be able to appeal to your target group and present the latest fashion trends.
Intercultural relations
In addition to the 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 through shows and books. This includes cultural practices, the local cuisine and ends with the
wish to examine the country more closely or even travel around the country.
8
Marketing concept – AMB 2019
Terms and conditions for exhibitors and merchants
Should you be interested in attending the Anime Messe Berlin as an exhibitor or merchant, 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 several services are made use of,
or if the program is supported substantially. If you are interested,
please contact us separately.
Booths for exhibitors / merchants at the price of 77,- € per m²
Our exhibition areas are very popular which is why we ask for a timely registration. Preferences
concerning locations will be gladly taken into account. 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). It is not allowed to apply one’s own adhesive tape to walls or floors! Appropriate tape
can be ordered from us in advance. Assembling the booth is possible from May 16. The official days of
the fair / dates of sale are from the 17th to the 19th of June. Dismantling the booth must occur until
10pm on the 19th of May or on the next day, the 20th of May. Booths have to be at least 2 x 2 meters
= 4 square meters. The length of a booth is optional. Our standard depths for booths are 2 meters; 3
meters; 3.5 meters and 4 meters. Special requests can be fulfilled.
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: [inclusive]
electricity & consumption: 120,- € only once [optional]
tape 50m roll: 8,- € per roll [optional]
W-LAN / LAN*: 40,- € per device [optional]
table (1,22|1,60|1,80 x 0,80m): 20,- € per table [optional]
chair: 12,- € per chair [optional]
logo in program guide & web: 25,- € [optional]
parking space: 45,- € per car [optional]
70,- € per van [optional]
banner over your booth: on request [optional]
Outdoor banner: 70,- € per banner [optional]
*The hall will be provided with a public Telekom Hotspot with Wi-Fi for 1,000 devices. You can purchase a Telekom Hotspot Pass that will be valid
for 24 hours with us.
9
Marketing concept – AMB 2019
Marketing services
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 or contribute something
to the program of the fair, you can talk to us about an individual offer. An overview of the offers can
also be found at: https://www.animemesse.de/en/application
Ticket advertisement (limited availability)
With the pre-sale, visitors receive an e-ticket in PDF format directly after purchasing an entrance ticket
from us. On this e-ticket, you can advertise in the form of a banner (change of motif is possible). This
e-ticket is exchanged on the day of the event into a handy business card-sized ticket + wristband, which
is required to access the event site. These tickets are special collector's items for visitors, which are
stored even after the event for the long term. You can freely design the back of the ticket and display
a graphic on the wristband. Circulation per card type: approx. 10.000 to 15.000 pieces (mail order
approx. 1.000 pieces) Example: https://goo.gl/N8Q515
E-Ticket (0,25 euros per ticket / 1.000,00 euros for entirety )
With the pre-sale, visitors receive an e-ticket in PDF format
directly after purchasing an entrance ticket. On this e-ticket
you can advertise in form of a banner (change of motif is
possible).
10Marketing concept – AMB 2019
Ticket (0,30 euros per ticket / 2.000,00 euros for entirety)
On the day of the event, all e-tickets will be exchanged for a
handy business card-sized ticket. You can freely design the
back of the ticket.
Packaging inserts (0,50 euros per flyer)
Around 35% of our tickets are sent by classic mail. We are
happy to include one or more flyers per letter into the
shipment.
Entry wristband (0,15 euros per wristband / 1.500,00 euros
for entirety)
For quick ticket control, each visitor receives a paper
wristband. We are happy to print your graphic on the
wristband.
11Marketing concept – AMB 2019
Multimedia advertisement
Trailer ad on stage/cinema (500,00 euros per 30 second)
A good opportunity to get in touch with our visitors is to
display advertisements with video trailers prior to the
beginning of our program. There's also the chance to display
advertisement during the intermission.
Trailer ad on digital signage (250,00 euros per 30 second)
Across the premises, we use digital signage to inform our
guests about the current events. Between the information
there is the possibility to present your trailer (without sound)
throughout the day.
12Marketing concept – AMB 2019
Social-Media advertising (350,00 euros per posting)
You can contact our guests in advance, in which we share your
message via our news system or our social media channels.
However, this must fit into the scope of the event. Most
suitable are product concepts in connection with a contest.
Audio-Trailer on AnimeRadio.de (10,00 euros per day)
We reach around 3.900 listeners a day on our radio station
AnimeRadio.de, throughout the program. Many of whom are
among the visitors of Anime Messe Berlin. A commercial in the
radio program is the ideal way to reach your target audience
outside the scope of Anime Messe Berlin. For 10,00 euros your
30 second long spot will be played 24 times a day in our
program. We offer a simple spot production for 150,00 euros,
if you do not have your own spot.
13Marketing concept – AMB 2019
Advertisement in the program booklet
The official program booklet will be handed over to each visitor free of charge with his ticket and is
also available at the information desk or can be downloaded from our website. It is used repeatedly
by visitors to inform themselves about the upcoming program, the individual show acts and the way
to the next event. Furthermore, like the ticket, it is a special collector's item among many visitors. In
our survey, 46% of visitors stated that they had kept the program booklet as a souvenir. An ad in the
program booklet will easily reach the majority of visitors. The program will be produced in A5 format.
Program booklet of 2018: https://goo.gl/n27Vwo
Circulation:
Print: 10.000 – 15.000 copies
Online: approx. 4.000 – 6.000 downloads / Google statistics from 2017:
https://goo.gl/T6KsdQ
Costs:
Half page: 150,- € each
Full page: 250,- € each
Logo: 35,- €
First page: 1.000,- € (only available once)
Back-Cover: 1.300,- € (only available once)
14Marketing concept – AMB 2019
Branding & Sponsoring
Guest Sponsoring (500,00 euros each)
You are interested in an interaction with a guest of
honor/influencer of the Anime Messe Berlin fair or would like
to invite a guest of honor by yourself? Talk to us, we are always
open for cooperation.
Contest branding (500,00 euros each)
Before and during the fair we offer various competitions, such
as the AMV contest, cosplay contest, noodle slurping contest,
game contest or drawing contest. The branding takes place
both via social media, in the program booklet and on the
premises at the event. The material for the branding must be
provided by yourself.
Stage branding (1.000,00 euros each)
You want our guests to be reminded of your product/brand all
the time? All you have to do is brand one of our three stages.
The main stage, the event stage and the open-air stage are
available. The material for the branding must be provided by
yourself.
15Marketing concept – AMB 2019
Area branding (500,00 euros each)
In addition to the stages, there's the possibility for you to
brand other areas such as the merchant hall, gaming room,
karaoke room, foyer etc.
Advertising on crew shirts (1.000 euros)
Through exclusive advertising on the T-shirts of the crew, you
are represented with your company or product in all areas of
the event. The complete back of the T-shirt is available and can
be designed freely.
Supplement for the Con-special (free of charge)
Visitors who have ordered the Con-special will receive in
addition to their ticket an exclusive fabric bag with a T-shirt
and a small surprise. By adding package inserts to the bag, you
can reach the customer of the Con-special and increase the
exclusivity of the offer, for example through product samples
or vouchers. This offer is free of charge for all companies that
have already acquired another marketing service from Anime
Messe Berlin or the contributed content increases the value of
the Con-special for the visitor. Circulation approx. 1.000 pieces
16Marketing concept – AMB 2019
Advertisement on the premises
Entrance banner (1.000,00 euros)
Place your banner directly above the main entrance to Anime
Messe Berlin. (plus cost for banner printing & hanging)
Stretchboards forecourt (900,00 euros each)
Place your advertisement on one of three stretchboards
directly on the forecourt of Anime Messe Berlin. Dimensions:
356 x 252 cm, costs: 900,- € each incl. assembly for 3 days.
Large building banner Großbeerenstr. (4.000,00 euros each)
The large banners are very well seen from the main road and
are a guarantee for an impressive first impression when our
guests arrive at the fair. Dimensions: 980 x 1386 cm, costs:
4000,- € each incl. assembly for 3 days.
17Marketing concept – AMB 2019
Roll-Up (100,00 euros each)
Roll-ups can be placed along the entrances and at central
locations in the building. Roll-ups have to be provided by
yourself. You can also have the roll-ups produced by us. For
this we charge an extra 100,00 euros per roll-up.
Flags (200,00 euros each)
Flags can be placed along the entrances and at central
locations in the building and on the premises. Price includes
production. Dimensions: 64 x 189 cm, Flag: fabric.
Guidance system - Frame boards (150,00 euros each)
In order for our guests to find their way to the many
attractions of the fair, we use a routing system at prominent
places (inside and outside). Dimensions: 59 x 84 cm, costs:
150,- € per customer stopper incl. assembly and production.
18Marketing concept – AMB 2019
Guidance system - Exhibition wall (300,00 euros each)
In order for our guests to find their way to the many
attractions of the fair, we use a routing system at prominent
places (inside and outside). Dimensions: 300 x 300 cm, costs:
300,- € per exhibition wall incl. assembly and production.
Crowd barrier (50,00 euros each)
For routing, crowd barriers are used on the premises, which
can be used by you as advertising space. Dimensions: 220 x 90
cm, costs: 50,- € per tarp incl. installation
Advance advertising on posters and flyers (possible in advance)
In order to promote the program of the
Anime Messe Berlin, different
marketing campaigns will be started
while making use of posters and flyers.
We like to offer you the opportunity to
promote your product on our posters
and flyers as well. 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.
19Marketing concept – AMB 2019
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
- 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
Fax: +49 (0)332 293 33 104
E-Mail: m.klement@animekultur.de
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