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Exhibition News April 2014
April 2014

Melville launches Exhibitor Options for organisers
posted on: 27/4/2012 10:22:16
Andy Gibb

Melville has launched a set of pre-packaged exhibitor stand options in conjunction with organisers in a bid to increase flexibility for exhibitors at shows.
 
Melville chief operating officer Andy Gibb (pictured) told EN that organisers have traditionally approached potential and existing exhibitors with two stand options: Shell scheme and space-only. Using the contractor’s new Exhibitor Options, organisers will also be able to offer enhanced shell, modular space and space solutions to exhibitors at the point of sale.
 
Working with the show organiser, Melville will come up with several pre-packaged enhanced shell and modular stand options that suit the contents of the trade or consumer show. The enhanced stands are based on overlay graphics, while the modular space options will incorporate build, graphics, pre-agreed furniture and counter, electrics, a data cable and carpet.
 
The stands will be available in 9sqm to 24sqm sizes and different configurations. Depending on show requirements, these packages could also include a screen for technology-oriented exhibitors, or shelving and racks for retail-focused events.
 
“Having just shell or stand-only is too limiting – there are times when an exhibitor doesn’t have the funding to build a space-only stand and will choose not to exhibit over using shell scheme,” Gibb explained. “In addition, every organiser in this country is looking for ways to increase revenue from their existing exhibitor pool.”
 
Gibb claimed the new offerings give an organiser’s sales team more collateral to sell to exhibitors, while simplifying the process of exhibiting and improving ROI for their customers.
 
UBM has already signed on to Melville’s new offering and is providing its Exhibitor Options to Internet World, TFM&A and eCommerce Expo. At time of press, three exhibitors had taken up the enhanced stand packages.
 
“As an organiser, the enhanced packages will give a greater variety to the show floor, particularly for typically ‘shell heavy’ shows,” UBM Live group director Jonny Sullens told EN.
 
“In addition, having a dedicated account manager from Melville looking after each exhibitor should make our customers lives easier when planning for the event.”
 
Gibb claimed the packages make it easier for everyone in the exhibition chain – from the organiser looking for new ways to get exhibitor buy-in, to suppliers providing services to those exhibitors and the ops teams onsite.
 
“The ability to offer these services has been there for some time, but it’s the route to market [via organisers] that makes the difference,” he added. “This is about how organisers present stand options on their shows to potential and rebooking exhibitors.”
 
Got a story for Exhibition News? Email us: exhibitionnews@mashmedia.net


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