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BUSINESS CLINICwww.exhibitionnews.co.uk 39Melville Exhibition and Event Services has been appointed offi cial supplier to WorldSkills 2011. The peripatetic global youth skills event comes to Excel London in October and is expected to attract 150,000 visitors and 1,000 competitors. The contract covers 100,000sqm and 46 competition and 46 trial areas, six interconnected zones, 100 showcase spots, an exhibition, conference and seminar programme. According to WorldSkills' organiser, Melville was chosen for its track history in delivering comparable events of a similar scale such as the Commonwealth Games, G8 Summit and Tour de France. Melville's parent company, GES, was contracted to the 2009 WorldSkills in Calgary, Canada. The last event attracted 151,589 visitors.The Royal Horticultural Halls will host the launch of the new Workplace Ergonomics and Productivity (WEP) expo on 26 and 27 October. It is being organised by the Institute of Ergonomics and Human Factors (IEHF) and WEP.Exhibition and event management company Managed Perceptions has signed a deal with TNT Publishing to organise fi ve of its London-based events over the next year. The fi rst exhibition will be TNT's Sun and Snow in October followed by the TNT Travel Show in March. Managed Perceptions will also project manage a conference, travel awards ceremony, dinner function and an international travel exchange event. SO Group has secured a contract to provide a full suite of services across Upper Street Events' exhibitions. The three-year deal was won through a competitive tender and will draw on SO Group's complete range of exhibition services, the company claimed. Reed Exhibitions has signed a two-year deal with the British Helicopter Association (BHA) giving BHA exclusive support of helicopter expo and conference Helitech, which takes place from 27 to 29 September at the Imperial War Museum in Duxford. As part of the agreement, the BHA will chair a guest forum. Ocean Media Group has expanded its sponsorship agreement with Orion Media Group, through its Birmingham radio station BRMB, across The NEC-based Boat and Caravan Show and Outdoor Leisure Show. Initially brought on as major event sponsor this year, the radio group has signed a two-year deal to become the offi cial broadcast sponsor of the two shows from 2012 alongside association The Camping and Caravanning Club.The regional Business Focus exhibition is planning an expanded show format following its decision to relocate to Peterborough Exec this year. The business-to-business exhibition is held annually every October and focuses on promoting companies across Cambridgeshire. WINNING BUSINESSEMAIL MARKETING: MIKE SPICER'S TIPS FOR SUCCESS SUBJECT LINESThe fi rst thing the reader sees can make the difference between a recipient opening or discarding an email. To get the most out of your subject lines, keep them brief. Include key information and give it urgency. INTERESTING CONTENT We've all had emails that look interesting, but when you open them they disappoint with too much sales talk or not enough relevant information. Making your emails interesting will not only encourage visitors to respond to event invitations, it will also mean they are more likely to engage with and trust in your brand. MAKE IT PERSONAL Delegates want to feel you have personally invited them. They don't want to feel like another name on the mailing list. Tailor the content of your emails to their preferences and behaviour to make them feel valued. RELEVANCE IS KEY Make sure you are sending your emails to the right audience. After all, there is no point in sending an invitation to a football event if the recipient has no interest in sports. By adapting your emails to suit the audience, they will not only read them, but will be more likely to want to attend your event. TEST, TEST, TESTTesting is extremely important to any email marketing campaign. You could be sending out insightful and attention-grabbing emails, but if they are not being received due to a system error or your database is not up to date, then they won't work. It is a useful measurement tool to discover what's working, whether it be event registrations or post-conference feedback. - Mike Spicer is the CEO of marketing agency Pulse Group. THE GOOD AND THE BAD My decision to leave Reed at the age of 29 and start my own business with Mark Steel has been the best. We are still in business 22 years later having built three companies together - somehow complementary but never sure why! One's own business affords you the freedom to challenge the norm, create new ideas and standards, and, above all, have a great deal of fun where you set the rules. MY BEST DECISIONMY WORST DECISION51%The percentage of UK workers surveyed by business consulting fi rm Protiviti who claim to use social networking sites while at work. My worst has been a string of joint ventures. They invariably end in tears with one side feeling they bring more to the party than the other. My exceptions are JVs with Montgomery and Easyfairs. On a personal note, I once had the chance to buy an affordable Andy Warhol of Natalie Wood. I wanted to mark the sale of Interactive, our company in the 1990s, with a beautiful object. I passed it by with considerable regret.HUGH KEEBLE, EXECUTIVE CHAIRMAN OF IMAGO TECHMEDIA

THE COMPLETE DIRECTORY FOR EXHIBITION ORGANISERSEXHIBITION Handbook 2012NEWS2012EXHIBITIONCOMING SOONTHE INDISPENSABLE GUIDE FOR EXHIBITION ORGANISERSVenues, suppliers and contractors, make sure your organisation is listed in the Exhibition News Handbook 2012 contact the Exhibition News team on 020 8971 8282.Everyone registered to receive Exhibition News will be sent a handbookRegister online at www.exhibitionnews.co.ukHOW-TO GUIDES FROM THE INDUSTRY'S BESTADVICE FROM ASSOCIATIONSA COMPREHENSIVE LIST OF UK EXHIBITION VENUES AN EXTENSIVE LIST OF CONTRACTORS AND SUPPLIERS CATEGORISED BY THE PRODUCTS AND SERVICES THEY OFFERINSIDE