The 2008 edition of the show came just as the recession was taking hold. Has the 2009 ‘sell’ been a tougher one for the Reed Travel Exhibitions team?
There is no doubt that it has been a tougher environment for everyone in the industry this year, as exhibitors and visitors are even more aware of maximising and justifying their return on marketing investment. The meetings industry remains resilient. One only has to look at the success and growth of our portfolio of shows in Beijing, Abu Dhabi, Melbourne and, of course, Barcelona, to see that the industry requires events that deliver best business and networking opportunities and best professional education.
We have also been very conscious of working with our exhibitors year round to understand their objectives, rather than just sell them exhibition space. From a visitor perspective, we equally recognise that they have to justify the time being taken out of the office. This is why we continue to organise comprehensive education and networking programmes.
Our unique hosted buyer programme is also important in guaranteeing key international buyers will attend EIBTM.
How have exhibitors’ demands/problems changed with the times?
The issues raised have not changed particularly. What has become more important is how return on investment is scrutinised. Our aim is to continue to add value for our exhibitors.
Our client servicing is crucial to this. We have a dedicated marketing and PR team to help and advise exhibitors how to maximise their attendance through the likes of show previews, media diary of events, as well as general support prior to and during the event. The team can also help maximise the appointments system.
This year we have also been very aware of stand costs, and have worked with a company to provide an intermediate solution of a modular stand, which allows exhibitors to retain their individuality without the full costs of space-only build.
We have listened to comments over the last year and initiated a Networking Hour on Wednesday 2 December. The exhibition will be open for an extra hour to give exhibitors a cost-effective way to hold networking functions on their stand. This extra networking hour also gives buyers with busy schedules the opportunity to spend time on the show floor outside of their appointments.
Additionally, we have opened up spare seats on our charter flights from Paris and London for hosted buyers, visitors and exhibitors, giving them affordable travel.
How has EIBTM developed in terms of content for 2009?
We have not made any changes for the sake of change. We have listened to views about signage, so attendees will see significant improvement, ending any confusion as to which entrance should be used.
From an education perspective, we have extended our Spanish programme, and have linked up with The Convention Industry Council (CIC), which has chosen EIBTM as an additional CMP exam location.
Sustainability is important and we are now BS8901 accredited. Over 35 per cent of exhibitors at last year’s EIBTM indicated that their behaviour was influenced by pre-show communications, encouraging them to bring less onsite marketing material. Sixty-seven per cent said that they intend to bring less printed material in 2009.
How have the demographics changed?
We aim to maintain a visitor profile of the majority of participants coming from Europe, as that represents our exhibitors’ key markets. Although we do have strong representation internationally.
We have attracted new exhibitors from Senegal, Mozambique and Venezuela and from Europe, with Bonn Conference Partners and Zaragoza Turismo.
We recognise the increased importance placed on technology and event services. We are commitment to the MPI Technology Village @ EIBTM, WorldWide Technology Watch and Event Services Village.
How has your own role changed with Paul Kennedy stepping down in August?
I have continued to concentrate on my role as EIBTM’s exhibition director, focussed on the delivery of the event. I have an excellent established sales, hosted buyer and marketing team providing support and the appointment of Vanessa Cotton, as chair of Reed Travel Exhibitions Meetings and Incentives Porfolio, has also has an impact. She is helping with the strategic development of the portfolio as well as its constituent events and engaging with industry associations and key players.
What, for you, would define success at this year’s EIBTM in Gran Via?
If exhibitors and visitors are happy it means we have put on a successful event.
It is all about ‘doing business’. Our role is to act as a catalyst, to provide an environment and forum for the industry to end 2009 optimistically; having come away with new leads, established new relationships and gained valuable insights into how to develop their businesses.
EIBTM is at Fira Gran Via, Barcelona, 1-3 December 2009.
