Who gets to be a hosted buyer on the EIBTM programme?
The programme is made up of associations, corporates, destination management companies (DMC), event management companies, incentive houses, agencies, independent meeting planners, PCOs and venue finding agencies all with budgets of between US$250,000 and $10m-plus. There were 3,678 hosted buyers at the show last year.
How do you attract hosted buyers?
We have a targeted campaign to bring in buyers, many of which are corporates, and then we have group co-ordinators which form the majority of our buyers. These co-ordinators, such as hotel chains, DMCs and market representation companies, put together groups of 10-350 people – their essential business contacts. We also have a group co-ordinator in the UK who specialises in association buyers.
How do you measure the quality?
Measuring the quality of a buyer is more of a picture than a defined barrier they have to get over. We measure them by seniority, purchasing power, by how many events they organise and what sector they are interested in. An agency we would expect to have a number of events on its books varying in size; corporates tend to organise a smaller number of events of medium sized proportions and associations we would expect would organise one or two yearly events for significantly larger numbers of delegates (1,000-plus).
Are many applications declined?
Usually nine per cent. North American buyers tend to have a high reject rate as applicants tend to organise mostly local events.
How do you match buyers to exhibitors?
We operate a ratio of one exhibitor to one buyer. Our repeat rate each year is around 50 per cent, to ensure that exhibitors get to see different people.
How do the appointments work?
It is hosted buyer led. So once a buyer is accepted they can go onto the website and view exhibitors and select an interest in meeting. Our system then uses algarithms to offer buyers their meeting schedule. Hosted buyer appointments are the cornerstone of the show, without which the show would fall over.
How long do hosted buyers typically spend at the show?
We operate a rotation system, taking into consideration that many people can’t justify a whole week out of the office. Between 75 and 80 per cent of our hosted buyers will be at the show for two days, the remainder from further afield would spend two or three nights.
Is there a minimum number of appointments for hosted buyers?
Hosted buyers are required to attend seven appointments each day at the show, a destination presentation from a destination of their choice and an education seminar.
Are there penalties for buyers that don’t attend scheduled appointments?
We have a no-show policy that means that buyers are financially penalised if they don’t show up, because we are running a business at the end of the day.
Any comments? Email sarah@mashmedia.net
