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EXHIBITION NEWSnewsBBC Haymarketseeks brand ROIOrganisers must work harder to understandcustomers' brand values and demonstrate ROIto secure exhibitors long-term, BBC Haymarket'schief claims. Exhibition MD Laura Biggs told ENthat BBCHaymarket, a joint venture between Haymarketand the BBC, is investing in a range of initiativesto build better customer profiles andunderstand how an exhibition ties into abroader brand proposition. The key driver is itsbrand solutions division, which was set-up totalk to agencies about delivering brandsthrough the exhibition medium. "It's a different way of talking to our customersand looking at how we build the relationship andgive them the right data," Biggs explained."Many of the agencies see exhibitions as anexpensive medium. Our division is now mannedby five full-time staff who actively approachagencies to discuss brands. It's not just selling astand, it's about being more strategic."In addition, BBC Haymarket has introducedbespoke microsites for key show sponsorsfeaturing visitor research and event reporting,real-time video interviews and vox pops from theshow floor. "We capture the moment for those boardmembers who might not be able to come to theshow, so they get to see just how successful andinteractive their show activity is," Biggs said. "It'sabout presenting the ROI first-hand."BBC Haymarket's portfolio includesMasterchef Live (pictured) and the Good FoodShow series.Marine Industry Events (MIE), organiser ofthe defunct Liverpool Boat Show, hasrefunded exhibitors in full.In a statement, MIE chairman RobMackenzie and event director JamesGower said company directors agreed torelinquish their creditor status, allowingmoney to instead go to exhibitors who hadpaid deposits or balances. According to Mackenzie, many showsuppliers also discounted their invoices,freeing further funds. The Liverpool BoatShow was cancelled earlier this year, only afew months from its launch date in April.."It was far better to stop now rather thanrisk putting our exhibitors to the full cost ofan event that, due only to difficult marketconditions, was likely to under-deliver onthe brand promises we'd made to you, toLiverpool and to our prospective visitors,"Mackenzie said in a statement toexhibitors.Gower has hinted at a potential future forMIE in events, although confirmed planshave yet to emerge.In the meantime, Liverpool City Councilhas announced it will support a series ofsmaller events to fill the gap left at AlbertDock by the Boat Show.MIE refunds BoatShow exhibitorsNEC sees rise intrade associationowned businessThe NEC in Birmingham claims 20 per centof new business this financial year has comefrom trade association-owned events."Of the launch or relocated shows we'vehosted during this financial year, 20 percent were from the trade associationmarket," said venue sales director RichardPegler. "With this comes a clear trend inincreased floor space commitment. "For example, two new launches fromtrade associations in 2010, UK AD andBiogas and the NACFB CommercialFinance Expo, both upped spacerequirements by over 25 per cent."Another new contract won this year wasthe Royal Association of British DairyFarmers' (RABDF) Dairy Event andLivestock Show, which relocated to TheNEC after 34 years at its previous home atStoneleigh Park. RABDF chief executive, Nick Everingtonsaid The NEC's more extensive transportconnectivity lifted attendance to its eventby 10 per cent to 16,000.8APRIL 2011EXHIBITIONNEWS.CO.UKManchester's latest exhibition venue EventCityhas announced a series of trade and consumerevent wins over the next 12 months. Sales director Sarah Mills confirmed TridentExhibitions' twice-annual northern Stitch andCreative Crafts Show will relocate fromManchester Central from September. Tridentattributed its decision to the venue's closeproximity to the M60, free parking and visitorfootfall at the Trafford Park retail district. EventCity will also host the Landlord and LettingShow for the first time in June and is indiscussions for 2012. There are several showeditions annually besides Manchester includingLondon Olympia, London Excel and The NEC inBirmingham. The Landlord and Letting Showwas formerly held at Manchester ConcordeCentre and Manchester Central.On the business front, EventCity has securedthe 2011 Sage World experiential businessexhibition and conference organised by businesssoftware provider Sage (UK) Limited. Theinaugural 2010 event was held at the TelfordInternational Centre. EventCity's fourth win is the regional educationevent Skills North West, which will be held inMarch 2012. The event is owned by ProspectsEvents and is part of a national series ofexhibitions. The event was previously held atManchester Central and Bolton Arena. EventCity tallies up moretrade and consumer events

The fi nest teams come together at the EN AwardsThe industry's brightest and best will come together at the Business Design Centre, Islington on 20 May 2011 to hear this year's winners announced.Make sure your team is there to celebrate, network and be part of this special industry.Book your team table now:exhibitionnews.co.uk/awards020 8971 8282Exhibition News Awards20 May 2011Business Design Centre, IslingtonHeadline sponsorEvent sponsorsbbrown