Developing World Class Trade Shows Tom Hulton Director International Relations, IMEX Group
Palexpo, Geneva 1988 Ray Bloom
Hosted Buyers
Hosted Buyers Concept
• Exhibitors pay money for their stand • The buyer places the business • ROI for exhibitor and buyer • A hosted buyer = a quality buyer = good business!
1999
2001
2003
Setting the Scene The need for Exhibitions The role of exhibitions in providing quality ‘face to face’ marketing abilities is vital to the growth of our M&IT industry Faced with the current climate of tightened budgets and travel plans there is a major responsibility for exhibitions to deliver results
ROI How can exhibitions deliver success?
Trade Shows develop Local Economies ITMA Show – Munich, Germany 2007 • 102,000sqm • 1,451 exhibitors • Benefits to the local economy of Euro 90 Million • 118,000 Visitors(63% Europe, 22% Asia and Middle East) • 151 Countries • 45% Would Return • Euro25 Million spent on Hotels • Euro 24 Million spent on F&B
• There are some 30 Million Square Metres of Space available for Exhibitions Worldwide • 52% • 21% • 17% • 7%
Europe Asia N.America Middle East
Venues and Indoor Space 2010
Market share %
Venues
Space Millions sqm
Europe
52
477 +3%
16.2 +13%
N.America
17
370 +3%
7.7
Asia Pacific
21
143 +13% 4.6 +20%
Middle East
7
33
+3%
+8%
0.9 +38%
Why do Exhibitions Work? • Marketing doesn’t get any more direct than this. • Brings clients and prospective clients to you • Enables you to further all your marketing goals at the same time: • Sales / Lead Generation / Client Relationship Building / Media Relations / New Product launches / long-term brand building
• Harness all five senses….
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I I I I I I I I I I I
discovered it tried it touched it tasted it smelled it heard it saw it noted it understood it liked it bought it
“You never have a better chance of getting your message across than at an Exhibition…. Suddenly, there in front of you is the customer and at last, marketing has a human dimension.” Arnold Vink, Head of Marketing, Xerox Enginering Systems.
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Successful Exhibitors Effectiveness in meeting Corporate Marketing Objectives • Generating Leads • New Products • Taking Orders • Brand Promotion • Company Awareness
62% 66% 29% 67% 58%
Conclusion: Trade Shows are an essential modern Business Tool • a market place for business and a forum for knowledge & ideas • a powerful sales & marketing tool for our industry
Why Germany, why Frankfurt? Germany is the 3rd largest outbound market for meetings and incentive travel
Frankfurt is an important financial & trade centre
Excellent road and rail network puts Frankfurt at the ‘heart’ of Europe
The largest airport in continental Europe Over 40,000 hotel beds in the Greater Frankfurt region
IMEX Success Story IMEX 2011, the ninth edition of IMEX, attracted record numbers of buyers, exhibitors and trade visitors: Over 3,500 exhibitors from more than 150 countries. • Over 3,900 hosted buyers from 60 countries. • Over 9,000 total industry visitors from 90 countries. •
IMEX has grown every year since launch.
IMEX Success Story • • • •
57,000 appointments made US$ 508 million business placed + 12.8% Expect to place US$ 2.2 billion in next 9 months 90 different education events
The world under one roof • National and Regional • Luxury Trains Tourist Offices • Convention and Visitor Bureaux • Hotels • Conference Centres • Cruise Lines • Technology Providers • Car Rental • Golf Destinations • Airlines
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Ground Agents Exhibition Centres Spa Resorts Trade Associations Destination Management Companies • Event Management Specialists • Transportation Companies • Trade Publications…
IMEX New Vision. Manifesto for a bright future • • • • • • • • • •
Future Leaders Forum Politicians Forum Meetings for Success Corporate Responsibility Centre Wild Card Professional Development & Innovation Pavilion Technology Tap IMEX Awards Cross Cultural Skills Educational Seminars
The Politicians Forum
• The Meetings Industry and Local Government working together • Understanding the value of meetings • Seeing the meetings industry at work • Seeing their competition
IMEX 2011 Award Winner IMEX Academy Award - Africa & Middle East Presented to Rick Taylor, The Business Tourism Company by Ray Bloom
CIM Clubbing
IMEX America America’s new worldwide exhibition for incentive travel, meetings and events Three days of trade show - dedicated to business 2011: 11 – 13 October 2012: 9 - 11 October 2013: 15 - 17 October
Why Las Vegas? •
One of the world’s leading destinations for meetings and events: over 20,000 meetings, conventions & exhibitions held annually*
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14% uplift experienced by conventions and events which move to Las Vegas*
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Outstanding infrastructure to support large-scale exhibitions
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Over 140,000 hotel rooms and superb transport connections
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LVCVA – strong organizational support and experience in hosting top international events. *LVCVA Research
Sands Expo 2.25 million square feet of space make the combination of Sands Expo and Convention Center, The Venetian, and The Palazzo one of the largest meeting space facilities to be found anywhere.
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Special room rates apply for both attendees and exhibitors to give a strong incentive to stay over in the city and to book accommodation in advance.
Association Support
Miguel Neves Events and Projects Planner, IMEX Group