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Sejem je večnamensko marketinško-komunikacijsko orodje za posredovanje informacij, znanja in tehnologije. Podjetjem omogoča osebno komunikacijo s poslovnimi partnerji, pridobivanje potencialnih kontaktov, pregled konkurence in trendov gospodarske panoge ter predstavitev novih izdelkov. Digitalna doba v marketinško komuniciranje prinaša integracijo novih komunikacijskih orodij, ki vplivajo na pomen sejma. Čeprav se njegova podoba in oblika nenehno spreminja in je odvisna od gospodarskega ter ekonomskega okolja, se ključna prednost sejma, osebni stik med proizvajalcem in kupcem, ni spremenila že od začetka njegovega pojava. Prvi del magistrskega dela je namenjen teoretičnem delu, pregledu literature o razvoju sejemske panoge in glavnih značilnosti sejma. Namen drugega, empiričnega del magistrskega dela je odgovoriti na zastavljeno raziskovalno vprašanje s pomočjo intervjujev, ter ugotoviti ali se pomen klasičnih sejmov v digitalni dobi zmanjšuje zaradi uporabe novih, dostopnejših marketinških orodij. Trade fair is a multifunctional marketing and communication tool for providing information, knowledge and technology. It enables companies to communicate with business partners in person, obtain potential customers, review competition and trends in the industry, and to present new products. The digital era in marketing communication brings together the integration of new communication tools that influence the significance of the fair. Although its image and design are constantly changing and depend on the industry and economic environment, the key advantage of the fair, the personal contact between the manufacturer and the buyer, has not changed since the beginning of its appearance. First part of this master's thesis is intended for theoretical framework a review of literature on the development of fair industry and main features of the fair. The purpose of the second, empirical part of the master's thesis is to answer the research question with the help of interviews, and to determine whether the significance of classical fairs in the digital age is reduced due to the use of new, more accessible marketing tools.

Diplomsko delo analizira vsebine, s katerimi mora biti seznanjen vsak tržnik, ki želi sejemske nastope uvrstiti v trženjsko strategijo podjetja. Delo je rezultat teoretičnih znanj priznanih avtorjev in strokovnjakov s področja mednarodnega trženja, precejšen del vsebine pa je predstavljen na podlagi praktičnih izkušenj z organizacijo več kot tridesetih, večinoma mednarodnih, sejemskih nastopov skupine BISOL Group v obdobju sedmih let. V prvem delu obravnavamo vlogo sejmov v mednarodni trženjski strategiji podjetij in njihov pomen kot orodja komuniciranja na medorganizacijskem trgu. V teoretičnem delu smo povzeli splošne usmeritve za uspešno pripravo na sejem, ki smo jih v empiričnem nato podrobneje predstavili na primeru udeležbe skupine BISOL Group na mednarodnem sejmu Solar Energy UK 2014 v Birminghamu. Ker sejmi predstavljajo velik del trženjskega budžeta, bomo pod drobnogled vzeli merjenje uspešnosti sejemskega nastopa in doseganja zastavljenih ciljev. Predstavili bomo uporabnost rezultatov analize in usmeritve za prilagoditev trženjskega spleta skupine BISOL Group z namenom doseganja večjih tržnih deležev, dviga prodaje in prepoznavnosti znamke. The following thesis is intended as an aiding tool for marketers responsible for trade fair participation as a part of the corporate marketing strategy. The introductory part of the thesis covers the theoretical knowledge gained by experts in the field of international marketing. The remaining part introduces us to practical findings attained through long-term experience in international trade fair organization by BISOL Group marketing team. First part of the thesis considers the role of trade fairs in the international marketing strategy and their importance as the communication tool in the business-to-business environment. Furthermore the theoretical part also discusses the general guidelines for successful trade fair preparation, which we then explain in detail based on BISOL Group’s participation at the trade show Solar Energy UK 2014 in Birmingham. Due to the fact that trade shows represent a substantial share in the marketing budget, we will determine how to measure success and evaluate, if goals had been reached. We will discuss how to use the results in the future marketing strategy decision to win market share, drive sales and win brand recognition.

Komuniciranje je aktivnost prenosa in izmenjave informacij med ljudmi. Podjetja komunicirajo s svojimi ciljnimi javnostmi, z namenom da dosežejo cilje marketinškega komuniciranja. Pri tem pa uporabljajo različne pristope oziroma instrumente. Podjetje Kaviar kozmetika d.o.o., s široko ponudbo izdelkov za nego predvsem zahtevne, zrele in težavne kože, deluje medorganizacijsko. Z izdelki cilja na kozmetične salone in lekarne, ki zaposlujejo ustrezne strokovnjake za delo in uporabo profesionalne kozmetike, v namen njihove ustrezne uporabe pa izvaja usposabljanja. Pri komuniciranju s svojimi ciljnimi skupinami uporablja različne instrumente marketinškega komuniciranja. Veliko pozornost namenja pospeševanju prodaje, največ udeležbi na sejmih, saj jim ti zagotavljajo pridobitev pomembnih kontaktov in sklepanje poslov ter vzdrževanje odnosov s svojimi stalnimi kupci. Na osnovi teh pridobljenih kontaktov izvajajo osebne predstavitve pri potencialnih kupcih, za druge največkrat podporne dejavnosti uporabljajo instrumente neposrednega trženja, kot so telefonsko komuniciranje in komuniciranje s pomočjo elektronske pošte. Communication is the crucial part of transfer and exchange of information between the people. Companies communicate with their target audiences in order to achieve their objectives in marketing. The use of instruments and different techniques are also implemented and used. Company Kaviar kozmetika d.o.o, has a wide range of care products especially designed for mature and problematic skin. Their products are targeted for beauty salons and pharmacies and they employ experts to work and use the professional cosmetics. Their employees are well trained and have the expertise in the use of these cosmetics. In communicating with their target groups using various tools of marketing and communication. A lot of attention is paid to sales promotions, trade fairs, acquisition of contacts and maintaining relationships with their regular customers. With the acquired contacts, presentations for potential buyers are organised while direct marketing, such as telephone communication and communication through e-mail is used to reach the other potential buyers.

Diplomsko delo predstavlja pregled kulturno-zgodovinskega dogajanja v mestu Ptuj. V kratkem zgodovinskem pregledu dogodkov sem prikazala razvoj samega mesta od najstarejših najdenih predmetov v železni dobi pa vse do danes. Na območju občine Ptuj se dogaja veliko kulturnih dogodkov, sama sem se odločila, da se osredotočim na tri. Dva sta se odvijala že v preteklosti in sta še danes, eden manj, drugi bolj, pomembna za kulturno in družbeno življenje ter turizem. To so letni sejmi in kurentovanje. Leta 2012 pa smo bili priča kulturnemu dogajanju v sklopu Evropske prestolnice kulture. Ptujski sejmi so se obdržali vse do danes in predstavljajo zmes med pravimi srednjeveškimi sejmi in tako imenovanimi novodobnimi bolšjimi sejmi. Na žalost pa vedno bolj izgubljajo svoj prvotni pomen. Za razliko od sejmov pa so se pustni običaji s sedaj že tradicionalno prireditvijo kurentovanjem ohranili in veljajo za največjo organizirano pustno-karnevalsko prireditev v Sloveniji in osrednji Evropi. Da je Ptuj res kulturno mesto, pa je dokazalo lani, leta 2012, saj se je v njem kot partnerskem mestu Evropske prestolnice kulture odvilo veliko kulturnih dogodkov, ki so precej oživeli kulturno življenje v mestu. The dissertation is an introduction into the historical and cultural development of Ptuj. With a short historical overview, I have showed the development of the town, from the oldest found Iron Age objects to nowadays. There are a lot of cultural events happening in the municipal district of Ptuj, and I have decided to focus on three of them. Two of them have been taking place a long time and are still, one more, the other less, important for the cultural and social life and tourism. These are the yearly fairs and »Kurentovanje«. In 2012 we witnessed cultural events, which were part of the European Capital of Culture. The fairs in Ptuj have survived till today and represent a mixture between medieval fairs and modern flea markets. Unfortunately, they are losing their original meaning. As a contrast, the carnival customs, with the now traditional »Kurentovanje« event, have maintained and considered as the largest organised carnival event in Slovenia and Central Europe. Last year a large amount of cultural events happened in Ptuj, because it was a partner town of The European Capital of Culture 2012. This revived the town's culture and proved that Ptuj is a cultural town.