Iran is an attractive trade fair market. Numerous trade fair organizers are responding to this development and establishing their events in the Persian region. However, many organizers have not yet faced up to the linguistic and cultural particularities. The trade fair services and digital offerings are generally available in English and other Western languages, but not in Farsi. The offering is therefore very internationally oriented and attractive for global players. However, this orientation can be challenging for local companies and thus the important visitor side.
It is somewhat understandable that trade fair organizers have hardly reacted to this fact so far: in addition to the need for language skills in Farsi, the technological upgrade in particular represents a relevant investment: The Farsi character set, for example, stands in no comparison to languages such as English, German, Spanish or French. Reading is also from right to left, which means that in addition to the pure "mirroring" of the website content, the entire user guidance has to be rethought and adapted if necessary. In order to appeal to international and regional exhibitors alike, the Farsi content must also be combined with Western languages, which places completely new demands on the use of search technologies.
An expansion in this direction makes perfect sense, as the number of local exhibitors is continuously increasing. ngn - new generation network and fairtrade have now decided to intensify their partnership in order to digitally connect international and local trade fair participants in Iran. ngn - new generation network will expand its state-of-the-art digital exhibitor directory to include a version in Farsi. In addition, Iranian exhibitors will be looked after in their own language: "Our aim is always to meet exhibitors in their own language to make their preparations for the trade fair as easy as possible. That's why we have a multicultural editorial team, which we will now expand to include native Persian speakers," says Doris Beckmann, Managing Director of ngn - new generation network.
Paul März, Exhibition Director of fairtrade, shares this enthusiasm: "Thanks to our geographical focus, we know the conditions in Iran very well and know how important it is to expand in the direction of local exhibitors. Especially for the more than 70,000 visitors to our events in Iran in the fields of agriculture, food technology, ingredients, finished food products and IT & telecommunications, information about the exhibitors in Farsi provides crucial orientation. We are delighted to have ngn at our side for this development, a partner that impresses not only with its digital expertise but also with its international team."
ngn - new generation network GmbH is a digital service provider for national and international trade fair organizers. With many years of experience in the digital and trade fair business, the Berlin-based company implements innovative technology projects, marketing and content services as well as consulting projects. As part of the Vogel Business Media Berlin group of companies, ngn creates an optimal connection between live events, content platforms, technology trends and digital communication for trade fair companies and their trade fair events. Since 2010, ngn has been part of the renowned specialist media house Vogel Business Media, Würzburg. Further information is also available at: www.ngn-global.com.
fairtrade - Valuable business contacts: fairtrade was founded in 1991 by Martin März. The trade fair company has long been one of the leading organizers of international trade fairs in emerging markets, particularly in North and Sub-Saharan Africa, the Middle East and Eastern Europe. Owner-managed and committed to the values of a family business and team spirit, fairtrade maintains a global and efficient partner network. fairtrade organizes trade fairs in the Agrofood, Building, CIT Solutions, Energy, Environment, Industry and Plastprintpack sectors and strives for a high level of customer satisfaction. By means of innovative products and excellent service, fairtrade organizes professional platforms for valuable business contacts between exhibitors and visitors. fairtrade is a member of UFI The Global Association of the Exhibition Industry, the management system is ISO 9001:2008 certified.
Contact:
ngn- new generation network GmbH
Doris Beckmann
Managing Director
Leipziger Strasse 126, 10117 Berlin
Tel +49 30 890 481 153
doris.beckmann@ngn-global.com
www.ngn-global.com
fairtrade GmbH & Co. KG
Sarah Nitsche
Public Relations
Kurfürsten-Anlage 36,nD-69115 Heidelberg
Tel +49 / 62 21 / 45 65 22
Fax +49 / 62 21 / 45 65 25
s.nitsche@fairtrade-messe.de
www.fairtrade-messe.de
