Marketing Communications

CASE 14 477

CASE 14:

FISA – Batibouw: how to calculate the effectiveness of a trade show

Company profile

FISA is a company of 14 employees that came into being at

the first Brussels Building Fair in 1960, and got its actual

name Batibouw in 1973 ( Photo 14.1 ). Batibouw is the core

business of FISA, but also a number of spin-off activities

are organised, such as ‘Red Turtle Art’, an art contest open

to all amateur artists. Batibouw supports novice or experi-

enced artists and, in that way, proves that the building

trade and a sense of beauty can go hand in hand. A ‘Public

Award’, ‘Artist Award’ and ‘Press Award’ are presented to

the winners in the categories of painting, sculpture and

photography. Another activity of FISA is the casius.be and

casius.nl websites that help people to find a good specialist

quickly and free of charge. Finding a reliable builder, archi-

tect, decorator, plumber, electrician and other specialist

contractors in the home improvement market is sometimes

difficult. The database of Casius contains details of thou-

sands of home builders and improvement professionals

throughout Belgium and the Netherlands. Casius was

founded in 1999 and quickly became a successful Internet

company in the Benelux countries. FISA also organises

‘Second Place’, the first Belgian fair for second homes. The

first fair took place in 2006. For the first time, everything

that interests people looking for a second home was gath-

ered together under one roof. FISA also organises, together

with the architect organisation NAV and Media Office, the

event ‘My house, my architect’. This is an initiative of the

organisation of architects to exhibit 220 recently built or

recently renovated houses. These houses can be visited for

an entire weekend. The purpose is to put future builders or

renovators into contact with the architect and his or her

Photo 14.1 Batibouw, the Belgian building and construction fair

Source : Reproduced with permission of FISA, Belgium

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