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Mark Moloney has claimed a £400,000marketing budget and 50 per cent increase infloor space were key to the success of his firstProfessional Beauty London show in four years.As previously reported in EN, ProfessionalBeauty saw a 50 per cent increase in visitorsto this year's event at Excel London inFebruary. Moloney bought ProfessionalBeauty back from Emap four years afterselling the exhibition brand and relatedassets for £19m.Moloney told EN his team increased grossfloor space from 10,000sqm to 19,000sqmthis year. "Many brands came back because wepromised to promote the show moreaggressively and put more focus on the realdecision makers in the salon and spabusiness," he explained. "We also spent ahuge amount of money on marketing,adopting both blanket coverage to increasegeneral footfall as well as targeted campaignsfor VIPs providing extra benefits like VIPparking and lounge."Moloney pointed to an over-reliance on e-marketing in previous years and said his teamre-invested in direct marketing campaigns. "There aren't many organisers that spend£400,000 marketing their show, but we had tomake that investment to get the event back ontrack," he continued. "We also know the marketand what presses the industry's buttons."Other show innovations included adedicated spa conference and floor sectionwith spa treatment area and an expandedseminar programme. Moving forward, Moloney is unlikely tospend the same percentage of its budget onmarketing the London show, but will look tofine-tune the VIP programme to deliver amore effective experience. "There are still some brands that don'tsupport us and exhibitors that had driftedaway," he said. "Not everyone believes your story at firsteither, but there are those that will come backfor next year's show. We also expect existingexhibitors to up their commitment."Moloney said marketing will again be key inensuring its Manchester Professional Beautyshow in October succeeds. He admitted expectations of his firstProfessional Beauty event in four years wereincredibly high and was relieved it was nowbehind him."The results of this show will affect otherventures we do in this sector both in the UKand overseas," he added.EXHIBITION NEWSnewsThree of the UK's most active internationalexhibition organisers have posted increasedrevenue results to 31 December 2010 andindicate this year is shaping up to be a biggerand stronger year. Despite being in the weaker year of itsbiennial cycle, Tarsus Media Group reportedstrong performance in 2010 with strongperformance in its medical, Middle East andemerging market sectors. Total revenue was£43.6m, three per cent up on the comparablebiennial year 2008. Total profit was £4.3mcompared to £4.9m in 2009.Emerging market results included 22 per centrevenue growth and a 27 per cent visitor rise toLabelexpo India, and a 40 per cent revenueincrease for the Dubai business aviation eventMEBA. Medical sector events grew 18 per cent.Meanwhile, Labelexpo Americas revenuesdropped seven per cent and revenues for thecompany's French office dropped five per cent."With the geographic and product diversity ofour portfolio of events, we not only saw recoverybut also good growth, particularly from ouremerging markets and medical events," saidTarsus chairman Neville Buch. "2011 will be an exciting year for the group withboth Labelexpo Europe and the Dubai Airshowtaking place. The board is increasingly confidentthat the improving trends evidenced in the fourthquarter of 2010 will flow into 2011."Emerging markets are also a strong sector forUBM Live's revenues and now count for 40 percent of its total event business. The organiserposted a 33 per cent revenue rise in thesemarkets for the year ending 31 December 2010.Year-on-year revenue for UBM's annual eventsgrew 12.6 per cent to £290.2m with standrevenues rising 10.2 per cent to £193.9m andattendee revenues up 24.1 per cent to £36.8m.Sponsorship and other revenues rose 14.2 percent to £59.5m.UBM CEO David Levin described UBM'sperformance as "robust". The organiser'sstrategy of targeting "attractive businessOrganisers spy revenue growth6APRIL 2011EXHIBITIONNEWS.CO.UKMarketing aids Professional Beauty return

news EXHIBITION NEWSEXHIBITIONNEWS.CO.UKAPRIL 2011 7communities in growing geographies" is astrong platform for growth, he added.Over the course of the year, UBM hostedmore than 300 events including 198 tradeshows, 78 conferences and 23 awards in 21different countries."We made 22 acquisitions during 2010, whichhave strengthened our offering and geographicreach," Levin continued. "Initial trading in 2011 isencouraging and we are cautiously optimistic."Centaur Media is the third organiser predictinga more buoyant 2011 and saw a 15 per centrevenue rise over the six months ending 31December 2010.Centaur's interim results reported revenuesof £27.5m compared to last year's £23.9m.Of this £5.5m came from events, up£700,000 year-on-year. Centaur's eventschalked up an overall loss of £600,000,compared to an £800,000 loss in 2009.Year-on-year revenues for Centaur's generalbusiness services division, which includesbusiness travel, human resources, recruitmentand logistics, dropped six per cent from £3.2mto £3.0m. This was due mainly to the change intiming of the Business Travel Show inDusseldorf, which will now run in April 2011,and the cancellation of the Enable Show.However, the loss was mitigated by a strongperformance from the Employee Benefits LiveShow. Overall, events provided 40 per cent ofdivisional revenue (£1.2m).Events accounted for 28 per cent of revenue inCentaur's construction and engineering division(£1.8m). The company reported continuedrecovery of two regional homebuilding showsand a strong performance from the secondedition of the National Home Improvement showin October.In the marketing and creative division, eventscontributed 15 per cent of revenue (£975,000)."This is an excellent performance in the firsthalf of our financial year," said Centaur MediaCEO Geoff Wilmot. "Growth is returning as ourmarkets recover and the group benefittedfrom the strong foundations secured in thepast two years."NCC aims for broadercaravan audience at ExcelThe National Caravan Council (NCC) claimsthe location of its new London caravanexhibition opens up opportunities to attract abroader visitor base from England's Southand South East.NCC will launch its second caravanshow at Excel London from 14 to19 February 2012. The newLondon Motorhome, Caravanand Camping Show isdesigned to complement theassociation's NEC-basedevent in October, formed offthe back of Clarion's formerCaravan and Motorhome Show. "Millions of people live in this[South and South East] area andresearch shows they do not normally travelto the NEC shows," NCC Events CEO JohnLally said in a statement. According to NCC Events, exhibitors havereserved 67 per cent of the 60,000sqm floorplan. The association will establish a campsite atthe venue, subsidise parking, provide free shuttlebuses and work with rail and coach companiesto create customised visitor packages. NCC Events MD Gary Barbe saidtickets will start from £4.50. NCCwill also provide VIP packagesand discounts on theatretickets, London attractionsand hotels for those visitorslooking to extend their'London experience', headded. The NCC Motorhome,Caravan and CampingShow will take place one weekbefore Ocean Media'slongstanding Boat and Caravan Show(21 to 26 February 2012). Ocean will continueto run its show despite NCC's plans and hassigned a tenancy agreement with The NECfor the next two years.Moorfield Mediato be liquidatedManchester-based organiser MoorfieldMedia is being liquidated. At time of press,Moorfield Media MD Thom Hetheringtontold ENthe company was going intoliquidation and would appoint theappropriate insolvency firm. Hetherington declined to comment furtherat this stage on why the business hadbecome insolvent or the future of its portfolioof events. Sources close to the companytold ENthat staff have packed up the office. Moorfield's most recent event was GreatDays Out at EventCity in Trafford Park. Othershows in its portfolio include NorthernRestaurant and Bar, RSVP North, Buy Art fairand Northern Hospitality Awards. According to the company's website, thecompany employs 13 staff and is based inManchester city. Check our website forfurther updates: unitesunder newglobal branding UK-listed Informa has formed a new singlebrand of 10 global business companiesunder the name Informa Exhibitions.Combining IIR, Euroforum and Informadivisions, Informa Exhibitions willpromote and manage a fleet of around120 shows annually in the US, Europe,South Africa, Middle East, BRIC andAustralia. Top exhibitions include theMonaco Yacht Show, Arab Health andIPEX, the quadrennial global event forthe printing industry."Informa has grown rapidly through M&Aand organic growth, and this new brandenables customers and the wider marketto have a greater awareness of who weare, what we do and provide reassurancethat they are dealing with considerableresource, scale and breadth," said InformaExhibitions CEO Will Morris.Informa CE Peter Rigby said exhibitionsand trade shows were the most resilientproducts in 2010, while delegate numberswere up across its conference portfolio."We are intending to launch new tradeshows and conferences this year, buildon our market leading positions in theMiddle East and within the healthcaresector, as well as expand into keygeographies within the Far East andLatin America," he said.3company stats:300Total UBM events in 2010£43.6bnTarsus' total annual revenuein 201040%The amount eventscontribute to Centaur'sbusiness services division