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page 48 5EditorialPublishing Director Liz AgostiniManaging Editor Nadia Cameron Deputy Editor Antony Reeve-CrookSenior Journalist Domenic DonatantoniodigitalOnline Editor Sarah O'DonnellAdvertising Manager Jamie LininSubScriptionSCirculation Executive Tim Pardingtonproduction & dESign Production Manager Luke SpaldingDesigner Sarah GarlandProduction Assistant Julia Ball contact uSSubscriptions 020 8971 8268Editorial 020 8971 8292Sales 020 8971 8265 Production 020 8971 8272Published by Mash Media 4th Floor, Sterling House6-10 St George's Road London SW19 4DPTel: +44 (0)20 8971 82821 year's subscription cost is UK £95+VAT p/a Europe £112+VAT ROW £130+VAT.Views expressed are not necessarily those of the publishers. No part of this publication may be reproduced without the express written permission of the publishers.Printed by Pensord Press Ltd. f you look up the word 'value' in the dictionary, you'll find a range of meanings, several of which should resonate with the exhibition industry. For example, 'value' is associated with monetary or material worth. It's also used to describe principles or standards of behaviour, relating to one's judgments of what is important in life. There's a lot of reflection on value in this month's edition. The main feature for example, takes a look at how exhibition organisers can inject better value into how they sell their shows to customers. Our analysis was prompted by Reed Exhibitions' new RX Choice model, adopted by the majority of its US shows so far and based on the understanding that exhibitors will pay for what they value the most. Essentially, the new model moves away from the traditional square metre sale in favour of location-based and premium pricing focused on booth characteristics that are 'of value' to exhibitors. As I've said before, the concept of an exhibition's value is changing and our industry has to move with it. By repeatedly gathering in-depth knowledge of what exhibitors want during a show and adjusting sales methods accordingly, organisers can improve their yields while also better delivering against a customer's perceived value.The thing is, value isn't just tied to the physical stand. It's in the leads an exhibition delivers, the quality time with the right types of buyers, and the opportunity to improve awareness of what your customers have to offer their customers. And this, as Imago's Hugh Keeble points out, has an awful lot of reliance on the visitor's experience as well. Value is also at the heart of this month's look into visitor marketing. Vivid Interface conducted a new survey into how trade show organisers are splitting their marketing across various forms of media. Not surprisingly, digital is on the rise, increasing its dominance in terms of marketing spend and reliance.What's arguably most interesting is the value exhibitors continue to place on face-to-face marketing despite rising investments into digital activity. In a complementary survey of UBM Live's CPhI exhibitor base, Vivid looked at how spend is being allocated on various media including shows, sponsorship, online, print, PR and social media.Face-to-face retains huge kudos with CPhI exhibitors for its ability to generate leads, deepen relationships with existing customers, increase brand awareness, and to a lesser extent, launch products. Digital meanwhile, was seen as a way of generating a greater but less solid amount of leads, as well as for recruitment, product launch and brand awareness purposes.There's a lesson here. Exhibition organisers need to keep evolving live events to ensure they remain a valuable meeting place for buyers and sellers. But equally, they need to embrace digital to provide further communication opportunities for exhibitors with visitors. On a separate note, this month's issue features our first Building Blocks page, where we explore ways our industry can and is launching new exhibitions. The section is in support of our new Industry Expansion Initiative (IEI), which we launched in May as a platform for growing our community. Mash Media MD Julian Agostini will be providing readers with regular updates as we strive to reach our goal of seeing 30 shows launched in two years. To help good ideas get off the ground, our annual Exhibition News Race Day on 19 September will focus on how to launch an exhibition successfully, and will feature pioneers of the industry. I encourage all of you to come along - I'm sure you'll find the content and communication with your peers invaluable. Face-to-face retains huge kudos with CPhI exhibitors for its ability to generate leadsNADIA CAMERON MANAGING EDITORncameron@mashmedia.netMAkING yOuR SHOW INVALuABLEi

newsUpper Street Events has played down concerns a new Christmas edition of its popular Gadget Show Live could cannibalise attendance in Birmingham, claiming consumer demand can sustain both. The organiser will launch a Christmas edition of its Gadget Show Live brand at Excel London from 30 November to 2 December. Events director Matt Hodgins told EN the organiser had been considering a second Gadget Show for the last couple of years based on satisfying demand that couldn't be quenched with one event. "Cannibalisation was always the greatest concern behind launching a second show, but the research we conducted last year indicated that 50 per cent of our Birmingham visitors would attend a second show in the winter and that fewer than 10 per cent would attend the Christmas event in preference to The NEC show," Hodgins explained. "With a large audience from the southern counties who watch the TV programme regularly but have not attended The NEC event, we also expect to attract visitors who will be first-time event goers. There is considerable appetite from existing exhibitors, particularly those with a retail offering, to do the show more than once a year so we expect about half our London exhibitors to have worked on the event before." The rest will be recruited from industries focused primarily around the festive period, Hodgins said. Like its sister event in Birmingham, the Christmas edition will centre around a 2,700-seat Super Theatre featuring an all-new Christmas show with the presenters of the TV programme. However, given its timing, Hodgins expected more focus on the goods high on visitors' Christmas lists including toys, games, phones, compact cameras, personal audio, tablets and other popular gadget gifts. The original Gadget Show Live meanwhile, fits with the international release schedule for many top brands and will retain a trade and press preview day, he said. Interactive features planned for the debut Excel exhibition include a gadget wheels test track, gaming stage, diamond music stage and Gadget gadget show christmas to debut at excel2,000 seats and offered an additional 15,000 visitor tickets to cope with consumer demand. Gadget Show Live returns to The NEC from 3 to 7 April 2013.anti-arms campaigner guilty of criminal act at dseiAnti-arms trade campaigner Chris Cole has been found guilty of criminal damage after spraying 'DSEI kills' and 'stop the arms trade' at the entrance to last year's trade show. Cole pleaded not guilty at Westminster Magistrates Court on 31 May, arguing he was acting to prevent allegedly unlawful activity taking place at the DSEI event. He was fined £500 and ordered to pay £745 in costs and compensation. Cole was previously sentenced to 30 days imprisonment for refusing to pay a £2,000 fine for a similar act of civil disobedience at DSEI 2009. Amnesty International arms control expert Oliver Sprague gave evidence on behalf of Cole, detailing alleged breeches of export control laws that had taken place at previous DSEI arms fairs as well as the most recent exhibition. A spokesperson for the London Campaign Against Arms Trade Jessie Normaschild also attended the hearing and criticised both the fine and the Government's participation in DSEI.The biennial DSEI event was organised by Clarion Events and took 6 from 13 to 16 September. It attracted 29,112 attendees, up 16 per cent on 2009. "Chris Cole's act of vandalism took place on TfL property some distance from the Excel centre and had no impact on DSEI which was a huge success," DSEI spokesman Duncan Reid said. "DSEI is a legitimate exhibition run in partnership with the UK Government and we work with them to ensure our exhibitors and visitors comply with the law."the exhibition industry is making a vital contribution to europe's growth agenda and we need to make sure this is more clearly understood. it makes sense the key industry groups should work together to present a single face and voice.- UFI president Arie Brienen comments on the global exhibition industry association's new alliance with the European Major Exhibition Centres Association. The pair aim to promote and raise awareness of the vital role of exhibitions within the European Union. The European Exhibition Industry Alliance plans to be fully operational by the end of 2012.Show studio, allowing visitors to be a presenter of the Channel 5 show in a mock-up studio. This year's Gadget Show Live at The NEC from 11 to 15 April expanded its Super Theatre by