Deliver ROI or face the ‘tumbleweed moment’

The first 30 seconds after show doors open is one of
the most exhilarating and nail biting moments of the year for event
organisers – have we delivered the right commercial mix and business
opportunities? Will we see good numbers of eager early bird delegates
pour into the show?

Gone are the days of escaping the office for a few hours to simply
wander round a trade show seeking inspiration – delegates need a solid
business case for attending. Now’s the time for the event industry to up
the ante and deliver the ultimate show experience. Get it right and
you’ll deliver ROI to all stakeholders, get it wrong and you risk facing
the ‘tumbleweed moment’.
 
Getting the right decision-makers
through the door and retaining the position as a ‘must see’ show is no
mean feat in today’s economic climate. Budgets are returning, but these
are being invested in fewer events, so the pressure’s really on to make
events as memorable as possible. Organisers must give buyers reassurance
on service, creativity and quality to get the most out of a
challenging, yet opportunistic 2012.
 
Just as the industry has
united with the formation of the BVEP, we believe it’s time to focus on
one showcase event. To deliver optimum value to delegates, our move to
Excel will help the entire events industry to unite under one roof in
2012 (cue the ‘Toys R Us’ music!).

To keep ahead of the curve, we’ve implemented some exciting new
developments including the incorporation of the London event show RSVP
into Confex. RSVP had a lot of loyal visitors and exhibitors so this
move will give a new home and further establish Confex as the primary
show to attend for buyers of parties, meetings, conferences and events.
Furthermore, we are also launching International Outdoor Event Expo
(IOEX) – a standalone event, recognising the scale and scope of the
Outdoor Event Industry which will make our offering wholly
representative of the event industry.
 
Coining Blair’s famous
‘Education, Education, Education’ campaign, the need for quality content
that makes the most of delegates’ time on the floor is critical to the
success of the events industry.

Ultimately, visitors come to shows to do business, but we’re missing a
trick if we don’t make it worth their while to spend more time on-site.
From business opportunities to professional development, or just one
great piece of inspiration, we must deliver the ultimate show experience
to compete in a time of austerity.
 
To stay ahead of the game as
an industry, we must listen to all our customers, immerse ourselves in
the industry and build an event that matches what they need – not what
we think they need. To build an event that reflects the industries that
it serves we must take what is happening in the market and then
translate that to the show floor. I’m optimistic that the best of our
thriving industry will rise to this challenge and shine in 2012.

Any comments? Email sarah@mashmedia.net

ConferenceNews Guest Author

Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

ConferenceNews Guest Author

Author

ConferenceNews Guest Author

Conference News hosts great guests on its pages. Our Blog section is the collection of the best opinions in the UK and international events industry.

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