Exhibition News owner Mash Media has launched the Industry Expansion Initiative in a bid to bring fresh talent into the exhibition industry.
Mash Media MD Julian Agostini said the intention is to help the industry expand by attracting more organisers into the community. The initiative complements the company’s mission to grow the exhibition industry.
Mash Media is now embarking on a national campaign to seek out potential organisers and educate them on the many benefits of running exhibitions.
The initiative will see Agostini visit the majority of the 31 universities across the country running events courses to find up-and-coming organisers. These include Leeds and Manchester Metropolitan, Glamorgan, Southampton, Bournemouth and Warwick universities.
Publishers and conference organisers who don’t currently run exhibitions or live events are also being targeted.
“There is no legal/red tape or barriers to entry but exhibitions normally serve existing communities,” Agostini explained. “This is why we are now targeting those communities that do not have a live event such as conferences, publishers, websites, charities and associations.
“In addition, we are looking to create entrepreneurs with the passion and desire to run these events.”
Mash Media aims to see 30 shows launched with at least 50 exhibitors in two years. To assist potential organisers, Mash will run a seminar looking at how to launch a show later this year and will assist in fostering partnerships within the existing exhibition community.
So far the Industry Expansion Initiative has secured the support of the Scottish Exhibition and Conference Centre, EarlsCourt and Olympia Venues and Pertons Signs.
“The UK is one of the most sophisticated markets in the world for exhibitions and launches in this country need to be that bit more defined, niche and intelligent,” Agostini continued. “Nevertheless, many communities are still not served by an exhibition.
“Live events are potentially the most potent form of marketing, so every community should have its own form of exhibition or interactive event. There still exists ample opportunity for smaller shows to develop as national or regional events.”
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