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BUSINESS CLINICwww.exhibitionnews.co.uk 37The weight in tonnes of the north tower of the Emirates Air Line, a new £50m cable car which will ferry 2,500 passengers per hour across the Thames between Excel London and The O2. The tower is one of three built for the new service, due to open in summer 2012.Showplans will be providing interactive fl oorplans to The Eye Show London 2013, an exhibition and conference for optical and ophthalmic professionals. The fl oorplan specialist will also supply its newly-refreshed Visitor Event Planner featuring an interactive fl oorplan and enhanced pre-show visitor and exhibitor interaction for the event, which will take place at Excel London in February 2013. The delegate management services arm of Grass Roots has been appointed to handle the registration process for The Skills Show, which will take place this coming November at The NEC. The Brighton Centre has claimed its recent £1m refurbishment is paying dividends after securing a range of business through to 2024. The venue claims bookings since January are currently worth more than £85m to the city of Brighton and Hove. Among those booked are the Eurogamer expo, the Tesco Wine Fair, the 2013 Labour Party Conference, the British Red Cross Conferences and related exhibitions. Harrogate International Centre (HIC) will again host The Knitting and Stitching Show and The International Association of Teachers in English as a Foreign Language (IATEFL), in 2012 and 2014 respectively. The Knitting and Stitching Show has been held at HIC for 20 years and has rebooked for a three-day exhibition in November. The IATEFL will return to the HIC for its 48th annual international conference and exhibition. The two events are expected to bring in excess of £500,000 in economic benefi t.Experiential events agency Logistik Group has won three Business in the Community (BITC) National Big Ticks for its sustainable approach to the business. Big Ticks are the fi rst level of recognition available to entrants of BITC's national Awards for Excellence, which recognise leadership on key social and environmental issues. The Leeds and London-based agency was also shortlisted for the overall national winner in Arts and Business.The Scottish Exhibition and Conference Centre has won a Gold Star Award for Greenest Conference Venue at the Green Tourism Business Scheme (GTBS).Catering fi rm Sodexo Prestige was honoured in several categories at The Stadium Experience Offi cial Football Hospitality Awards 2012. Newcastle United (NUFC), Everton FC and Hampden Park also triumphed at the ceremony, held at Brighton and Hove Albion FC's AMEX Community Stadium. Audiovisual and interactive hire fi rm Smart AV has become the exclusive UK partner of Poken, a touch-based technology provider for events and location-based marketing. The product was developed as a social networking tool and is based on Near Field Communication (NFC) technology.WINNING BUSINESSFRAN MCINTYRE I'm not sure I can claim this best decision in its entirety, since it was a decision taken with my team at the time. In 2007, our largest event - The Carnival - was on the decline. Visitor perception was that it was too expensive, too focused on teenagers and for that reason not a safe or enjoyable environment within which to enjoy a family day out. In 2007, we took the decision to change the entry system from variable priced wristbands to a fl at £10 entry fee, which included 10 vouchers MY BEST DECISIONMY WORST DECISION27I'm sure there are poor decisions made every day in business and idealistically, we should treat them as learning experiences rather than regrets. One decision I've learnt a lot from is when I acquired an event, at a relatively low cost, and decided it could also be run and developed with low overhead costs. I didn't invest the time or money required in recruiting a dedicated team to get under the skin of the event or the industry and instead believed it could be handled under shared resource with other - completely different - events. As a result of the under-resourcing, a competitor identifi ed a gap in our offering and went on to fi ll that gap successfully. The event purchased lost value and credibility and needed far more investment than would originally have been required to resuscitate it. This was a tough lesson that across all events, a dedicated team capable of penetrating the industry, and becoming part of that industry, is core to the success of the shows. MANAGING DIRECTOR, QD EVENTS for 10 rides. Additional vouchers for those dedicated fairground lovers could be purchased inside the hall. The pricing message was simple: £1 per ride. Because it was so simple, we could use the majority of messaging to concentrate on bringing families back to the show. We were prepared to lose money in the fi rst year and we did. However, the audience profi le improved, the visitor experience improved and in the years following we have increased margin considerably and visitor numbers are at their highest in 20 years. The event is now fi rmly established as a family day out in the Christmas calendar. It was a brave decision to change the pricing structure and take the initial hit, but the right one. 1) Defi ne your goalDefi ne what you want to get out of the event and apply it to your venue - design your exhibition space to fi t your objectives. For instance, if your goal is to attract new customers who have no prior knowledge of the sector you are showcasing, design it with these people in mind. 2) Make it refl ect your event Depending on the size of your exhibition space, it's important to make sure stands accurately refl ect your event values and culture. For example, it's impractical to have a formal area with nowhere to sit if the event's success hinges on encouraging a fun and informal environment. 3) Introduce technology Consider introducing an interactive element with technology. For example, at a recent event we used interactive touchscreens where visitors could vote for their favourite travel destination. It had an overwhelmingly positive response and communicated messages much more accessibly. 4) Make it memorable Whether it's a leafl et, a promotional gift or a message to think about, give delegates something to remember you by. The overarching objective of any event is not only to get out there and meet people, but to build connections with contacts. Giving event attendees a reminder of your company and a reason to remember you will help. You never know, that promotional gift could be the building block of a new working relationship.- Tim Spencer is events director at Pulse Group. TOP TIPS HOW TO MAKE YOUR EVENT SPACE ENGAGING