Time for change?

the market place

NEWS OF THE MICROFILM INDUSTRY

Time for change?

It is apparent to regular exhibitors over the past few years that the large all embracing general business show is not in a healthy state. The main exhibition used to be held at the NEC near Birmingham and was called the International Business Show (IBS). This was held biennially and the first show needed four halls and was very well attended. The last time it was held at the NEC it didn’t fill even one hall and the total number of visitors was under 30,000. The exhibition was then moved to London where it was hoped that more companies would take part and more people would attend. The Info’87 exhibition, held towards the end of March this year, could not fill one hall at Olympia and, although attendance figures are not yet available, it was not particularly well attended. BEITA are the main source of organisation for the Microfilm Industry through their Microfilm division. They would rightly claim that they have not arranged a Microfilm exhibition because one has not been requested. The original Microforums were allowed to lapse because it was felt that there was not sufficient demand from the industry to justify their existence. As we know from earlier editorials the majority of the microfilm trade are not members of BEITA and, therefore, their voice is not heard. At Info'87 there were 13 microfilm companies showing at a generally poorly supported exhibition. It would be fair comment to say that there were more microfilm companies, than there were representing the computer or furniture trades. Therefore it would suggest a large demand for specialised micrographics exhibitions. Businesses supporting the large London shows have to pay high prices for the floor space, employ professional firms to erect and take down their stands and pay London Hotel prices for accommodation. This is not done lightly. It is rumoured that BEITA are looking into starting specialised microfilm shows on a small regional basis. In a previous issue we asked if there was any interest in The Micrographics Market Place doing something along similar lines but there has been very little positive reaction. The problem is resolving the obvious interest shown at Info’87 with the lack of interest shown in the ideas put forward by this publication. Perhaps the reason for the conundrum is that the firms who are most active, lean and hungry have little experience of exhibitions and no idea of the cost in time, man-power and money. It is difficult to make a good, positive decision about such things when one has no previous experience. Another problem is that we are talking about a relatively small industry and equipment manufacturers and suppliers are competing for the same customers. On the service side only a handful of the larger bureaux sell nationally and most are only interested in their own locality.

l/APRIL 1987 No 4

The Market Place has given much consideration to trying to answer all these requirements, which on the face of it are totally opposed to each other. The best compromise suggestion that we can make is to hold a series of small exhibitions on a geographical basis. At such a show would be a local bureau, the multinationals (who are used to competing with each other) specialised equipment firms (who have a particular niche in the market) and other ancillary suppliers. Under these conditions it is possible that the exhibitors would be able to mailshot their own customers and prospects without the worry that one of their competitors is going to be showing at the same venue. The cost of such an exercise should be sensible and if local advertising was undertaken by the central organising body, new prospects could also be attracted. The venue would be a suitable local hotel, with the exhibition running over one, two or three days according to circumstances. Anyone who finds these ideas of interest or has others that could be grafted on to improve the general success potential, please write to the editor and we will see if we can finish up with a formula that suits the majority.

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