Think Holland Pavillions, think Orange Exhibition Management

Caroline Cramer

Think Holland Pavillions, think Orange Exhibition Management

Orange Exhibition Management (OEM) is founded in 2016 by Caroline Cramer, currently Managing Director, Orange Exhibition Management B.V.  In an interview with Vincent Fernandes, Editorial Director, Exhibitions Ensemble, she describes her journey in founding OEM, her work with the Netherlands Council for Trade Promotion (NCH), which was responsible for the organization of Holland Pavilions at international exhibitions worldwide.

What are the total solutions you provide companies considering participating in international trade shows?

With over more than 25 years of experience in the exhibition industry, Orange Exhibition Management has that reliable network of partners to ensure a smooth, efficient and successful event for its customers. We are your reliable, professional partner, a one stop shop in the world of exhibitions. We give you tailor made advice on your planning, stand space and location, stand building, logistics, catering, hotels etc.

Participating at a NL Pavilion is an excellent opportunity to present your company. As a NL Pavilion we stand out in the crowd as products from the Netherlands are known for their high quality and Dutch people are known for their credibility. Mostly our Pavilions ensure the strength by their color orange. Orange stands for an energetic color, it also may call to mind feelings of enthusiasm and excitement, just perfect for the positive vibe of exhibitions.

 How is Orange Exhibition Management (OEM) associated with the Netherlands Council for Trade Promotion (NCH)?

From 1996 – 2016 I have been an employee of NCH. I have been working at the exhibitions department as a project manager responsible for the organization of NL Pavilions at international exhibitions worldwide.. My focus always has been the food shows, food processing, packaging and Ingredients and I know the world of exhibitions, the do’s and don’ts and I have built a big reliable network. With my professionalism and know-how I can save companies time and money by organizing the (individual) stand at exhibitions worldwide.

When NCH decided to end their activities, I took over part of the exhibitions portfolio.

What is the OEM’s role as the official agent for Dubai World Trade Centre?

As an agent for DWTC we have the contacts with the specific teams that organize the exhibitions. We are in contact concerning the locations for our NL Pavilions and the space we need but also concerning the individual space for companies that want to join on an individual basis. We discuss the locations and we know the halls so we also know where we would like to have our locations. Our main task is to sell the space we have in option at all the exhibitions organized by DWTC to Dutch companies. The contact we have is directly with the Dutch companies, no need for them to contact DWTC or the other way around. Sometimes, we need to visit an exhibition in our territory (Netherlands) to find new leads. DWTC is providing us with leads and contacts (enquiries via DWTC website) and we will contact these Dutch companies to learn about their interest, to persuade them to join the NL Pavilion or if they want, to exhibit at an individual basis. We also handle all the financials (paying for the space we sell directly to DWTC) with our exhibitors directly. We are the spider in the web for the Dutch companies.

 Do you plan to collaborate with countries in the Asia Pacific and the Americas?

Not yet

 Do you also offer promotional activities for your clients like literature, Show Dailies, advertisements in local newspapers where exhibitions are held?

No, we are not involved in the marketing and PR for the companies joining our shows/NL Pavilions. We only forward/filter interesting magazines or articles. It is up to the companies to contact newspapers etc. If they like to be involved in sponsoring for a show, we can help them to connect with the right contacts within DWTC or the show organizer of that specific event.

What are the major revenue streams for OEM?

That is the organization of the NL Pavilions at Gulfood. We have 58 exhibitors at 4 locations. It is the largest number of companies participating in the NL Pavilions in several sectors at a food exhibition in the world. Revenue comes of the organization and the commission on the space sold.

How many exhibitions do you manage your clients in a year?

It depends on the product sector. For now, we are the official pavilion organisers / Agents for the following shows (in order of date): Gulfood (February); Saudi Food Manufacturing (May); Saudi Food Show (May); SIAL China (May); SIAL Shengzhen (September); Gulfood Green (September); Gulfood Manufacturing (November); Plant Based World Europe (November) (we only sell the space).

 What kind of exhibitions do you specialize in the exhibition industry?

Our focus is on (finished) food, food processing, food packaging, ingredients

 How has the company grown financially over the years?

Slowly growing over the years. Corona has been an interesting period of time. DWTC only cancelled Gulfood Manufacturing at that time so we only had 1 exhibition, at least something. Now, we have additional growing exhibitions in Saudi Arabia, we can also grow. And DWTC is always taking steps for the future so who knows what is more to come!

 Are you looking at India as one of your important markets?

India is an interesting market for sure. India’s growth is outpacing other major economies, its banks are strong, and the government’s finances are stable despite a painful pandemic. India surpassed the UK as the fifth largest economy last year and according to analysts at Morgan Stanley, it’s on track to overtake Japan and Germany and hit the third spot by 2027.

Vincent Fernandes