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letters EXHIBITION NEWSEXHIBITIONNEWS.CO.UKAPRIL 2011 41LETTERS1LETTERWERE TARGETS SET TOO HIGH?I was about to make arrangements to traveldown to Liverpool on 14 February to meet mycontact on the Marine Industry Events (MIE)sales team to arrange our stand, when I heardthe depressing news that the Liverpool BoatShow had been cancelled. I wonder how many other small firms, likeours, may have been similarly dragging theirfeet before booking their space?As a show organiser in Scotland for 25 years,I can completely empathise with theorganisers' feelings of disappointment andfrustration and I do extend to them mycommiserations. However, while I appreciate that a show hasto achieve a critical mass in order for it to attractsufficient visitor attendance and be successfulfor exhibitors, perhaps targets had been set toohigh for the first year. Had the objectives beenscaled back to a more realistic level, theorganiser might have been able to present asuccessful show with the potential to grow infuture years to the stature originally envisioned.I hope that something can be salvaged fromall the investment of time, money and effort.Don MorrisonMD, Don-Mor Safety2LETTERTAKING CARE OF BUSINESSIn the January issue of Exhibition Newstherewas an article titled 'Taking care of exhibitorsbusiness'.The gist of the article is that it isbecoming increasingly more important fororganisers to take a proactive role in helpingtheir exhibitors find success.In my own blogs, I've spoken about the needfor organisers to offer a concierge service forattendees as well as exhibitors. The ExhibitionNewsarticle underscored the importance oftaking a one-on-one consultative approach,which includes everything from how to exhibitand create a great display to finding the rightsuppliers. But the issue that goes to the bottomline of their reason for exhibiting in the firstplace is their return on investment.The reality is that whether your exhibitors havea sales objective such as gathering qualifiedleads, or a communication objective such asreinforcing a brand message, measurement is acrucial issue.What are you doing to help your exhibitorsfind their ROI? What tools have you foundhelpful in showing results?Barry SiskindCommunity manager, UFI????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????

REDRECRUITMENTGlobal Head of Sales AmsterdamCompetitive Salary & negotiable for the right person Our client is one of the world's largest exhibition and event organisers with offi ces all over the world. Well known for leading the way in world class trade and consumer shows. Our client is currently looking for a "Head of Sales" for one of their most important and signifi cant portfolios. This key member of the Management team will be pro-actively driving sales strategy and ensure it is implemented effi ciently to fi t the events business objectives and business development. Effective management and development of sales resource to deliver agreed new business and renewal revenue targets within time and cost constraints are only part of the responsibilities as commercially delivering revenues linked with business development is equally crucial to the Portfolio. Their main event is now co-located with 3 other exhibitions and this format is replicated in 4 other countries via joint venture organisers. This increasingly important portfolio now has conferences and an extensive digital offering including webinars and pod casts. Key tasks/responsibilities: (In) direct responsibility for 7 direct reports Recommend and implement agreed sales strategy Deliver agreed revenue targets by value and volume Provide accurate and timely reporting of key statistics and forecasts Effective management of sales resource including territory and account planning Monitor team and individual performance against targets and KPI's Oversee sales staff recruitment, induction, training, development, appraisal, probationary and disciplinary requirements Liaise with Marketing on sales support requirements Liaise with Finance on sales reporting requirements Provide market, competitor, product & subscriber intelligence Adhere to budgets within areas of control Support Brand Director in determining and executing business development strategy Participate actively and enthuse teams to participate actively to both product development and business development processes Undertake any other reasonable tasks as required Job of the Month RED RECRUITMENT & TRAINING4th Floor, Sterling House, 6-10 St Georges Road Wimbledon London SW19 4DPtel +44 (0)20 8971 8287 email jobs @redrecruitment.net