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The Royal Borough of Kensington and Chelsea Conference and EventsTeam is at your service. At the Royal Borough of Kensington and Chelsea the Conference and Events Team is at your service. We aim to provide an exceptional and unmatched level of assistance appropriate to our quality venues. Ourindustry awards, accreditations, repeat business and customer feedback pay tribute to our achievements of whichwe are justifiably proud. We offer: lFlexible exhibition and conference facilitieslSuperior quality and servicelCentral London location lDDR from £25 lNo hidden extras. For further information and to book yourtour of the facilities call 020 7361 2220 or email hall-let@rbkc.gov.uk www.rbkc.gov.uk/venuesConference & Events CentreKENSINGTON

BUSINESS CLINICwww.exhibitionnews.co.uk 35The number of events at Excel London in 2011. This was up 17 per cent year-on-year. Overall, the Abu Dhabi National Exhibitions Company saw events at the ADNEC venue, Excel and Al Ain Convention Centre jump by a fi fth to 733 events last year.Dartford-based hospitality company, Mobile Bar Hire and its Kent-based catering partners Pomegranate Catering have been awarded the offi cial hospitality partner contract for Clarion's Wedding Week at Glow, Bluewater from 9 to 12 February.Eventex Furniture Hire has secured a two-year contract to be the offi cial contractor for outdoor event expo IOG Saltex at Windsor Racecourse. The supplier will provide furniture for the 2012 and 2013 shows, which cover the sports amenities, landscaping and estate management sectors. UBM's Facilities Show will work with an offi cial waste management partner for the fi rst time at this year's event. The partnership with SITA UK will see the fi rm provide 15 recycling stations around the event during the three show days.Temporary structures specialist Neptunus has won a fi ve-year deal with the North of England Horticultural Society to supply the Harrogate Flower Shows. Neptunus will be providing the show, which takes place twice a year at the Great Yorkshire Showground, with over 15,000sqm of temporary space over the course of the contract. Live event organiser TFConnect and Melville Exhibition and Event Services, a GES Worldwide Network company, have announced a three-year partnership for the Global Event Summit. Melville has supported the event since launch.Joe Manby has renewed a contract fi rst awarded to the founder of the business in 1974. The contractor has been reappointed to provide all event services for both the Harrogate Christmas and Gift Fair and the Harrogate Nursery Fair through to March 2016.Riding off the back of the 2011 UKSG exhibition and conference, Harrogate International Centre will host the association's 2014 and 2017 events.The Liverpool Daily Post reports that law fi rm Hill Dickinson has been appointed by Liverpool City Council to provide legal services for the development of the new £38m exhibition centre and hotel at the ACC Liverpool complex. London venue Excel has been awarded ISO14001 and BS8901 certifi cation.De Boer has lined up a raft of shows for its temporary exhibition structures next year. These include the Farnborough International Airshow, which is the group's largest single assignment, the Chelsea Flower Show and a series of summer music festivals.Ocean Media Group has appointed exhibition supplier Anagram to create a new VIP lounge for visitors to the Event Production show.WINNING BUSINESSMARKETING TIPS LEARNING FROM THE MAJOR BRANDS1) STRONG BRANDING Be bold with your branding and work on building association for your brand with a particular colour, symbol or ethos. The most successful brands are those that use strong and consistent marketing messages, create a personality and build their profi le as a leader in their market.2) CREATE AN EMOTIONAL CONNECTIONThe recent John Lewis advert, in which a small boy waits impatiently in the run up to Christmas, only for viewers to discover that he is eager to present his parents with a Christmas gift, is a good example of how brands can market themselves by creating a strong emotional link with the audience. By creating a marketing campaign that resonates with people, you are not only creating standout for your brand but also promoting yourself as a brand with values.3) USE AND UNDERSTAND ONLINEOnline media and social networking sites have become an extremely effective marketing tool in recent years. With brands such as Old Spice creating viral campaigns that spread quickly and achieve global recognition, brands can make the most of this by using social networks and channels such as YouTube to promote themselves. Upload videos, create a Facebook and Twitter profi le, set-up a LinkedIn group. All of these are effective ways of marketing your brand.4) NOVELTY When Cadbury launched its gorilla TV advertising campaign, everyone was intrigued by the incongruity as a giant gorilla playing the drums bore no relation to chocolate sales. It was memorable and because the advert didn't play by the rules of marketing messaging being directly related to the product, it became an instant hit. Make your marketing messages stand out by thinking creatively in a way that will resonate with your audience.- Mike Spicer is CEO of Pulse Group.THE GOOD AND THE BAD Two things spring to mind over my six years in exhibitions. It is hard to decide to close a show that has run for many years, generating large revenues and high profi t margins. But as the overseas property sector began to crash in 2008, I made the decision to stop our property shows before exhibitors told us to stop them. We were the fi rst to leave the sector voluntarily, proving nothing lasts for ever. With hindsight it was the right decision and our timing was perfect before the savage collapse of the sector. The other decision I am proud of was including a slide in a presentation to senior JP execs about the wealth of exhibition skills existing in our small unit not being utilised. That led directly to JP Events & Exhibitions and the plan to develop shows with Johnston Press newspapers.MY BEST DECISIONMY WORST DECISION284Our highly successful Emigrate shows have run for 16 years, generally at high-profi le venues in high population density areas. As part of a plan to move the shows to new venues around the UK and to reduce our cost base as the exhibition market started to contract, I made the decision to locate one of the events at a sports hall in Kettering. For many reasons it ticked several of the desired boxes that an organiser would want, but by no means all. The hall was not ideally suited to exhibitions. Although situated in the middle of a housing estate, it was not the easiest place to fi nd. There were simply not enough people in the area to market to and none of our long-haul, overseas visitors had ever heard of this provincial town in Northamptonshire. The end result was an event that was best forgotten. The moral is look hard at every aspect of the show, not just pure economic ones.MIKE SCHWARZMD AT JP EVENTS AND EXHIBITIONS