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
encourage them to ask their organisers 10 crucial questions. Does the organiser's sales and marketing team know the answers to these (see below)?Where I differ from Austen is in the perception of exhibitor training days. Firstly, these should not be about training, but planning. When I ask my Masterclass audiences who has a plan for their next exhibition, one or two hands might go up. It is this element of knowing how to plan which is crucial to a successful exhibition. Do they know what their key message is? Do they know their top fi ve objectives? Do they know what is required to achieve these objectives by way of stand activity? All this needs to be understood before the stand is designed (contractors take note).In my experience, an organiser's sales and marketing team regards an exhibitor training day as a verbal logistics manual and promotional opportunity. This is a complete waste of time as the wrong people attend. These should be about planning the "what" and the "why" of exhibiting. Very often the "how" follows on naturally. I further believe most organisers are missing the single biggest opportunity to sell next year's show. I don't mean to existing exhibitors. Every time you put on a show, some of the visitors will attend deliberately with a view to exhibiting next time. If these prospects can be identifi ed, hosted and invited to a statistic and content-led planning Masterclass at the show itself, this will have enormous traction. The organiser's proposition should not be "take a stand, buy some space at my show". Undoubtedly, it should be "would you like to grow your business"?- John Blaskey MD of The Exhibiting Agency.For once I happen to agree to a large extent with Austen Hawkins' approach and indictment of organisers - and to a great extent, contractors (EN Industry View, July edition p32). Without wishing to bite the hand that feeds me, I agree most organisers don't do enough to explain how to be a successful exhibitor. That begs the question: Do organisers' teams know what makes a successful exhibitor - or how to make an exhibitor successful? When advising an exhibitor, we READER RESPONSEwww.exhibitionnews.co.uk 41YOUR SAYThis month's reader feedback questions the organiser/exhibitor relationship and dismal public consultation on Earls Court's demiseWHAT MAKES AN EXHIBITOR SUCCESSFULONLINE SAY-SOTwitter postsOur industry worldwide should have a crisis development plan as weather and the economy have shown its unpredictable nature.EventiaIAEE, ASAE, SISO and ESCA create one event. That is exciting!aspeventsSome wisdom from a recent conference: "Maximising ROI Starts With a Numbers-Based Trade Show Plan". Trade_GroupMost Facebook fan pages are underperforming. Is yours?consortgroupIf you want your next event to be a success be sure you customise it to the needs of the group.rgbrodyDear Association, 13 documents does not a resource library make...try again explaining what my member benefi ts are?tracibrowneAs Shakespeare said: What's in a name? That which we call a rose by any other name would smell as sweet.VLbusiness (Visit London)It was great to learn that effective SM [social media] management can be a great way to carry out market research to inform a future event.WhitelingIf you don't get data relating to your marketing campaign, don't complain when your budget is cut.GlobalEventpro1. How many delegates / visitors registered last year? Of those registered, what percentage actually showed up?2. What were the profi les of those delegates / visitors?3. How many delegates / visitors have registered so far this year (excluding exhibitors)?4. What are the profi les of these delegates / visitors?5. What is the total number of delegates / visitors you are expecting (excluding exhibitors)?6. How many non UK / international delegates / visitors are you expecting? 7. How many companies exhibited last year?8. How many companies have contracted to exhibit this year?9. Will there be a programme of lectures / symposia / seminars which confl ict with exhibition opening times?10. What visitor numbers are you guaranteeing (excluding exhibitors) in relation to exhibiting fees paid? (or available refunds).QUESTIONS ORGANISERS NEED TO ASKEarls Court plans are an environmental travestyHaving correctly identifi ed and successfully argued that the Earls Court exhibition centre is the lifeblood of the local community (in rejecting plans to turn it into a casino in recent years) in 2010, will Kensington and Chelsea [K&C] be in a position to do a volte face and support its demolition without looking utterly hypocritical? As a publication, you might wish to look at why the local Conservative MP (Malcolm Rifkind) supported the retention of the halls in 2010 but now favours Capital and Counties' aim to fl atten them. Local businesses heavily rely on visitor revenue. Many face ruin. This redevelopment is a fi nancial and environmental disaster in the making.Many locals, myself included, do not feel consultation was in any way adequate, nor that a cohesive plan exists that takes into account the potential environmental damage inherent in foisting such a huge development on one of the most congested, polluted and built up areas of London/Europe where EU pollution levels are regularly breached. The attendant chaos on the Victorian-era narrow roads around the site is unimaginable.Locals were not consulted in any meaningful way on the demolition or retention of the halls. At a farcical local consultation meeting chaired by K&C's planners, the starting premise was that the halls' retention was not a possibility. Why is no one willing to defend this vital revenue magnet in West London and cede all business to Excel (foreign visitors would rather be in Earls Court than E14)?Not only is it a viable working concert and exhibition venue, its facade is iconic. Conservative K&C should be lobbying the (Conservative/Lib Dem) government individuals who can call a halt to this nonsense.- Keith Barker-MainEarls Court resident and journalist.