IMEX Frankfurt 2014: Now in its third year of exhibiting, Rachael Bartlett, Head of Sales and Marketing at award-winning UK meetings venue Warwick Conferences shares its plans for 2014, along with the challenges and highlights of exhibitions past.
Q: What are you doing at IMEX 2014?
A: We’re exhibiting with the national tourist board, Visit England, for the third year in a row. IMEX 2014 is, for us, the go-to destination of the year to do business, and we’re looking to repeat the success we’ve experienced in previous years - in our first year at IMEX, we received an enquiry worth five figures which we were able to convert within three months.
Q: Warwick Conferences has been exhibiting at IMEX for three years now. Can you share some of the lessons of your initial experiences of exhibiting abroad?
A: Standing out as an independent venue at an international exhibition is difficult, particularly at destination-led events. We have found that anticipating the needs of international markets is key to our success – independent research using various sources is essential, as is taking advantage of the knowledge of industry bodies and colleagues in the industry. Carrying out solid research helps you approach the international market with a clear proposition.
Q: Can you name three examples of international exhibiting best practice and three examples of poor techniques on stand?
A: .1. Research, research, research – it is evident who has and who hasn’t done their research before attending a show, and I know which category I’d rather be in!
.2. Align yourself with partners who have the same ethos as you but may approach international exhibiting differently – this will help to maximise show outputs
.3. Be succinct and to the point with your messaging – have a clear objective and stick to it with your materials
Q: What are your tips on pitfalls to avoid when considering exhibiting abroad for exhibitors of the future?
A:Relying on contractors from overseas can be tricky – not only can there be language barriers but there are also inevitably differences in rules and requirements, and, of course, time differences. Whenever we exhibit abroad, we make sure we plan well in advance to ensure factors like these don’t affect us detrimentally and nothing goes wrong at the last minute.
It’s also useful to consider whether it’s best to go it alone or collaborate with another organisation or partner to jointly enhance your international recognition. In our case our association with University of Warwick, and its international recognition, can help in a range of markets.
We’ve also found it invaluable to partner with other brands/destinations/venues to ensure that our brand presence is established and that we return positively from the show, thus setting solid foundations for future shows.
Q: What can you say about the quality and quantity of leads generated at international industry trade shows? What needs to be done in the follow up and what can you say about conversion rates?
A: We believe that attending these shows is not just about turning up. We make sure that a full pre, during and post-show activity plan is clearly mapped out months in advance before we attend. This ensures we’re maximising our opportunities and not just relying on footfall from the show.
Q: What’s your prediction for the meetings industry?
A: Customer service-led businesses will continue to thrive. But those that don’t put their customers first will not survive. This may sound patronising, but it is fact. Customer service is still worryingly poor in some areas of the industry, as our Value of Satisfaction report shows. A huge proportion of event delegates - 43% - reported that they’ve been let down over the last year by poor customer service and venue staff.
