All things Sugar and spice

The Baby Show, organised by Clarion Events, appeared on the BBC’s The Apprentice last night and show director Leah Tidy says the exposure doubled ticket sales overnight thanks to nationwide exposure.

The Apprentice is driven by business entrepreneur Sir Alan Sugar, and features 15 candidtes keen to be Sugar’s new apprentice.

Last night, two teams of remaining hopefuls were each given a stand at the Baby Show in London, with the team making the most money going through to face the next task. One of the losers, Ben Clarke, got ‘fired’ following an after-event debate.

“The amount of feedback we’ve had already has been phenomenal,” says show director Leah Tidy. “The unofficial ratings for the show came in at 8.5m viewers, of which 2.6m were our target demographic.” Tidy said it was unusual to sell so many tickets this far away from the October dates.

‘Team Ignite’ emerged victorious through sales of collapsible pushchairs and children’s safety helmets. ‘Team Empire’ chose to sell home birthing pools and expensive rocking horses, a risk that backfired. This ultimately saw trainee stockbroker Clarke eliminated by Sugar, who claimed “his rather dim light has disappeared at the end of a rather long tunnel”.

“I think the contestants could’ve benefitted from some exhibitor training. It goes to show that exhibiting at shows isn’t as easy as people may think,” adds Tidy.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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