Managing numerous trade fairs and events in a complex live communication portfolio is the focal point of the second Uniplan Campus Day in Leipzig.

“I know half the money I spend on advertising is wasted. I just don't know which half”, according to Henry Ford. The question how live communication contributes to added value in marketing comes up again and again. Well, the contribution is huge, and it's only increasing. The Uniplan LiveTrends survey shows that in 2010, 50 % of the marketing budgets will be invested in live communication. Requirements for success: trade fairs and events will no longer be considered individually, but planned and managed as a portfolio. Manfred Kirchgeorg (HHL) and Dagobert Hartmann (Uniplan) provide the evidence. They not only present the current results of “LiveTrends 2008”, but also document the value-driving impact of trade fairs and events using practical examples. Is live communication a key tool in the marketing mix? “At Deutsche Bahn this is a matter of course”, guest speaker Gabriele Handel-Jung, Head of Group Marketing Services explains using her personal, practical experience.