SALTEX re-booted

RE-BOOTED

Scott MacCallum reports on how a key industry event is reinventing itself

Observant visitors to the NEC for SALTEX this year will notice a few changes. The whole show will have a much fresher feel, the traditional Saltex logo has been modernised in line with the new website, launched in July, which includes a tool to enable visitors to make their most of their visit to Birmingham. All in all an excellent restart after the Covid 19-impacted last two years.

These are just some of the changes which the GMA have implemented since last year’s SALTEX – a Show which returned after the enforced break in 2020, and which was meticulously managed through the latter stages of Covid restrictions in place at the time.

Much of the change has been driven as a result of the decision taken by the GMA Board to bring what had previously been managed by outside agencies – the Show’s sales and its marketing – in-house.

Following an exhaustive recruitment process two new key positions were created and subsequently filled, with Andrea McMahon joining as Director of Communications and Sarah Cunningham, as Director of Commercial and Events. They started on the same day and both hit the ground running.

In each case they are new to this industry, but Sarah had a little advantage over Andrea in that she worked at the last Saltex in a freelance capacity, before being attracted to throwing her lot in with the GMA.

“From those first days it was apparent that this is a lovely industry. Last year was SALTEX’s 75th anniversary and the fact that it had been running for such a length of time was testament to the fact that it is a great show,” recalled Sarah.

“We were still under Covid restrictions last year and it was the first indoor show I’d worked at under Covid and the attendance was much higher than average for a show of its type. You could tell how passionate the people were. It was obvious that it was a ‘must attend’ show.

“That made the opportunity of a permanent role very attractive to me as I saw it very much a case of building upon the foundations that had already been put in place,” she added.

For Andrea, joining the GMA and this particular industry, allows her to bring knowledge and experience gathered for 15 years in the private sector and five years in the not for profit sector to the party.

Andrea McMahon

“FROM THOSE FIRST DAYS IT WAS APPARENT THAT THIS IS A LOVELY INDUSTRY. LAST YEAR WAS SALTEX’S 75TH ANNIVERSARY AND THE FACT THAT IT HAD BEEN RUNNING FOR SUCH A LENGTH OF TIME WAS TESTAMENT TO THE FACT THAT IT IS A GREAT SHOW”

Sarah Cunningham

“Every time I’ve move job it has been into a new sector, so I’ve never been industry specific. I saw this as a great opportunity to create a brand new communications team within the GMA, and that very much attracted me to the role,” explained Andrea.

The GMA’s policy of outsourcing functions to specialist companies had worked extremely well, ensuring that SALTEX and the GMA in general have been as successful and effective to date, but there were benefits to be derived from the new in-house approach.

“The Board acknowledged that there needed to be investment into communications – not just within the marketing and communications side, but also in public affairs and external relations as well,” explained Andrea.

“Having started down this path it gives us an opportunity to create a structure which can make the changes that will enable us to fulfil the five year strategy. To be able to do that as part of the senior management team is right up my street,” added Andrea.

On the same theme Sarah saw real benefits of working with the GMA’s partners and members much more closely over the whole year and not just around SALTEX.

“My role is about developing relationships. I know that the outsourced agencies build up great relationships with the industry over a long period of time, but we know that we should be working more closely with our customers, our suppliers, our corporate exhibitors and our members,” she explained.

“Being on staff now means that I can work all year round with our partners, understand what their objectives are and help to deliver them.”

While Sarah’s work will revolve around all of the Association’s activity it is fair to say that SALTEX will take a large portion of her time. }

“Exhibitors invest a lot in SALTEX in terms of time and money so we must ensure that it is a ‘must attend’ event for everyone working in the industry, so we can ensure that those exhibitors get a return on their investment.”

Having had one Saltex under her belt, one which was conducted under very well managed Covid restrictions, Sarah, is confident that this SALTEX will build on the success of the last.

“I’m hopeful of getting our visitor numbers close to pre-pandemic levels. That is ambitious as the event’s industry in general is expecting a bit of a dip. Some people are still a bit reticent about travelling but what I would say is that those attendees who do turn up will be quality over quantity as it will people who really feel that they need to be at Saltex rather than those who would like to but don’t need to,” said Sarah.

With much work carried out already by both Sarah and Andrea, those attending SALTEX this year will notice new look and feel to the show. Indeed, those organised visitors will be able to take advantage of the new website saltex. org.uk ahead of the Show to plan their trip and planning meetings with exhibitors thus cutting down on that frustrating hanging around time waiting for someone to end a conversation and have a chat.

“We have invested in technology to enable people to plan their day,” explained Andrea, who added that it was important to appreciate that the GMA was a not for profit organisation and that all the money generated through SALTEX and other initiatives was ploughed back into the Association for the benefit of the membership.

That is just one of the many projects Andrea has been working on under the banner of communications and she is already looking to expand her newly created department with the appointment of a senior digital content and engagement executive role.

“We need to manage the SALTEX and the GMA websites and the communications to our members and industry partners and that, together with the PR Marketing and Communications Manager role which we will fill soon, are key to

fulfilling our five year strategy,” said Andrea, who is determined that the GMA’s voice within the industry, and to its own members, is as strong as it can be.

“We want to liaise with industry colleagues and, where we have the opportunity, have a real steer on Government policy.”

Andrea has also been working through the market research that was carried out recently, and which Geoff Webb discussed in Turf Matters a couple of issues ago.

“It is clear that there is a lot of contentment about working outdoors, as part of a team and applying technical expertise to achieve an outcome.

“However, I do think we need to spend a lot more time talking up the role and the opportunities that are available within the sector and less of the talking down,” said Andrea.

She also pointed to the benefits of the transferable skills that turf management offer.

“We know that people are attracted to the industry because they are passionate about sport and that could be golf, it could be football. But you might enter in golf and end up in football, such are the transferable qualities we have here. We have to make it clear that there is a rich and varied career path available to all.”

Sarah and Andrea’s enthusiasm for their new roles, and the experience and skill they bring to them, is going to be a key element in the success of the GMA and SALTEX going forward.

“WE WANT TO LIAISE WITH INDUSTRY COLLEAGUES AND, WHERE WE HAVE THE OPPORTUNITY, HAVE A REAL STEER ON GOVERNMENT POLICY.”