The British International Motor Show may have gone, but a host of localised and regional events are out to prove you can run a successful car exhibition if your message is right. Nadia Cameron reports.
Following a tough year financially and postponement of its 2010 London show, The Society of Motor Manufacturers and Traders (SMMT) cancelled the British International Motor Show outright.
Exhibitions are competing against a persuasive breed of experiential agencies for the marketing budgets of potential exhibitors. But does experiential have to be a threat or can we learn from this and play to the visitor’s senses? Mike Trudeau asks both sides
As every generation ages, there comes a moment when the younger and more energetic individuals say: “Thanks guys, you’ve been great and everything but we’ll take it from here. We’re hipper, funnier, more attractive and frankly you old farts just don’t get it anymore.”
The UK’s largest venues continue to win business, but how are mid-sized exhibition venues faring? EN asks three regional players for their report
New events are back on the agenda as exhibition organisers look to strengthen their portfolios and leave the economic downturn behind. But industry development doesn’t stop at the organiser’s door. UK venues are also ramping up investment plans and fine-tuning their exhibition strategies to ensure further growth.
Mike Trudeau speaks to marketers and event directors about the pitfalls and potential benefits of co-locating your consumer or trade exhibition.
There are three general types of co-location: Coincidental, same-organiser and different-organiser. In the first case, an organiser might ignore the other show, or may work out a ticket deal for visiting both shows if the visitor demographic is compatible.
It can take a lot of work to convince exhibitors that a show will be beneficial, and ROI is notoriously hard to prove. Mike Trudeau looks at ways to address the challenge.
The UK exhibition industry is arguably the country’s most insecure marketing medium. We’re constantly on the defensive. So much energy goes into defending exhibitions and justifying them as a way of doing business, yet many of us refuse to audit our shows. And we put in all this effort only to have an unprepared and uninformed exhibitor cut us down for not being effective enough.