BUSINESS CLINIC38 www.exhibitionnews.co.ukothing stands still for very long in the global exhibition industry. The leading organisers in the mature economies of the US and Western Europe are on their guard against nimbler, smarter and more focused events launched by upstart competitors. The largest consumer event in the UK, Ideal Home Show, took a battering from the newer and fresher Grand Designs Live (GDL). This ultimately resulted in the acquisition of Ideal Home Show by GDL organiser Media 10. We have also seen Emap's Interbuild collapse after a long, slow death in the face of David Wood's sexier green building show Ecobuild. This was then acquired by UBM.AMR believes there are other industry sectors where dominant events have become stale and where the organisers are vulnerable to attack from someone with a newer, smarter model. In their defence, some of the biggest events are pouring money into 'content' - animation, visitor attraction and entertainment. Emap for example is pumping £1m into Spring Fair International and REFUSING TO STAND STILLNIn his fi rst column for EN, John Pringle from AMR International analyses the state of the exhibition industry and organisersorganisers continue to experiment with all things digital mainly as a supplement to existing exhibition brands. Increasingly, digital events appear to be covering their costs. Organisers will continue to look for the model that generates signifi cant additional profi t, while upstarts may also consider digital launches against tired incumbents. Serious growth in mature economies is possible by targeting emerging market sectors. Hot industry topics with burgeoning events potential are green building, green energy and Internet retailing. 'Matchmaking events' are another way forward: Clever events enabled by good customer data that facilitate the matchmaking of exhibitors and visitors pre-show. These events focus on the quality and seniority of visitors and push the revenue model away from traditional stand space towards meeting rooms, networking and sponsorship.Private equity seems to have gone a bit quiet in the exhibition industry and those who paid high multiples for a number of major portfolios pre-recession now fi nd themselves struggling to justify the investment. There are exceptions, of course, with Providence Private Equity in the US paying a multiple of several for Daily Mail and General trust's (DMGT) New York Gift Fair and the wider George Little Management portfolio in August. In contrast, the biggest organisers are falling over each other to grab a slice of the booming exhibition industry in high growth markets such as Brazil, China and the Gulf. AMR's Globex report (the global exhibition organising market: Assessment and forecast to 2015) forecasts exhibition growth in some 'emerging' economies will average nearly 10 per cent annually to 2015.The push is being made both through acquisition and geocloning. Among those with a penchant for acquisition is Informa, which paid a multiple in the low teens for Brasil Trade Shows Partners Participacoes (BTS) to get a foothold in Brazil. But even in these markets, the ground is shifting under foot. There is a trend away from traditional manufacturing export events towards shows with more of a retail/consumer focus. And organisers are beginning to explore the next tier of emerging economies in anticipation of the next China or Brazil. Indonesia, Turkey, South Africa, Nigeria, Saudi Arabia and others are on the radar and receiving attention from the major players.With all this happening, it is a good time to be a strategy fi rm focusing on the exhibition sector!- John Pringle is a director of strategy consultancy group AMR International and heads up the company's events team. AMR believes there are other industry sectors where dominant events have become stale. UK HR professionals use workshops, manager coaching and special projects to develop their leaders. UK organisations are higher users of these than the global average. . Coaching from internal mentors is more widely accepted and utilised by UK leaders (48 per cent) than those worldwide (45 per cent).. Computer-based learning such as web-based training (37 per cent) and virtual classrooms (22 per cent) are used less frequently by UK leaders than leaders across the globe.. Only 20 per cent of HR professionals in the UK rate their ability to fi ll vacant leadership positions (bench strength) as strong or very strong.. 81 per cent of leaders in the UK reported individual performance expectations were tied to corporate goals and strategies.. 57 per cent of UK leaders reported performance management systems took into account not only what but how their objectives were achieved.KEY FINDINGSEFFECTIVE LEADERSHIP Just one third of UK leaders rate the quality of leadership as above average in their own organisations, a new report claims.The latest research from talent management consultancy DDI and the Chartered Institute of Personnel and Development (CIPD) UK Highlights: Global Leadership Forecast found 36 per cent of UK leaders and 18 per cent of UK HR professionals rate the quality of leadership as 'high' in their organisations. Despite this, 20 per cent of leaders and 24 per cent of HR professionals rate their leadership programmes as ineffective.The survey was based on responses from 56 HR professionals and 367 leaders in the UK, which was then compared to 12,423 leaders surveyed worldwide. Three key leadership skills were identifi ed to ensure success in the next three years:. Driving and managing change (according to 69 per cent of leaders);. Making diffi cult decisions (according to 34 per cent);. Executing organisation strategy (according to 32 per cent).Three drivers of leadership quality were also highlighted in the fi ndings: Leadership development, talent management and management culture."Leadership development budgets remain tight, particularly in the UK, yet effective leaders make a real difference to the success of organisations," said CIPD head of HR practice development Vanessa Robinson. "If UK organisations are to continue to be successful on the world stage, then leaders need to be equipped with the key skills that our survey identifi ed." According to CIPD, UK organisations should focus on opening up decision making in their organisation and creating a set of shared and meaningful values for their employees. Talent should be another important focus. The institute claimed effective succession, or 'grow-your-own' tactics, will be increasingly important given the signifi cantly high failure rate of external hires nationally. DDI MD Steve Newhall said the fi ndings were not surprising given the massive pressures leaders faced during the recession. "The report tells us that leadership really does matter and good leadership makes an immense difference to the success of the organisation," he said.
BUSINESS CLINICwww.exhibitionnews.co.uk 39Organiser VOS Media has signed yogurt brand Danone Activia as the headline sponsor for its Vitality Show and Vitality Boutique for the next two years.Birmingham-based marketing experience agency Big Cat Group has been awarded a six-month contract to assist The NEC in sourcing and delivering big, entertainment-based events for its exhibition halls. Two suppliers have been appointed to the newly opened American Express Community Stadium in Brighton. Production and digital communications provider AVT Connect is the venue's offi cial audiovisual partner. Hospitality company Azure has also been brought on-board to manage match day and non-match catering as well as event space.The Events Venue at Bluewater in Kent has appointed Melville Exhibition and Events as incumbent services supplier to provide electrical mains and mechanical services such as gas, water and drainage.Aztec Event Services will supply audiovisual and IT equipment and technical support for the HR Performance 2011 show from new event organiser Rock Media Events. The event runs at London Olympia from 4 to 5 October. Affi liate company affi liates4u has appointed 10Yetis Public Relations as media partner for its a4uexpo London. The commerce, online and affi liate marketing event takes place in October at the Hilton Metropole. Melville Exhibition and Event Services has fulfi lled the fi rst two shows under a three-contract with CloserStill Media's Healthcare division. The company is providing a full suite of contractor services to fi ve shows annually across London and Birmingham through to and including 2013. These are: Dentistry Show at The NEC (4 to 5 March 2011); Comissioning at London Olympia (15 to 16 June); Pharmacy Show at The NEC (9-10 October); MediaPro 2011 at Olympia (1-2 November); and the London Vet Show at Olympia (24-25 November).Trade show organiser EasyFairs will work with BPIF Cartons on its 2012 packaging shows. The companies are teaming up once again for Packaging Innovations London 2011 and 2012 at the Business Design Centre in London and the 2012 packaging event at The NEC next March.De Boer supplied 10,000sqm of temporary structure including exhibitor hospitality suites at this year's PSP Southampton Boat Show. The contractor also created the show's main entrance, medical centre, bar and food facilities.Exeter-based Westpoint Arena has appointed local catering company Posh Nosh as its new catering supplier from 1 October.WINNING BUSINESS5 STEPS TO SECURING SALES SIMON NAUDI'S TOP TIPS 1. DEVELOP GOOD OPENING LINESThe market is now more competitive than ever with SMEs receiving an ever increasing number of cold calls. You need your 'elevator pitch' to be succinct, human and to incorporate a benefi t to the potential buyer within the fi rst 30 seconds. 2. ASK MORE QUESTIONSThe secret of selling is listening not telling. The more your prospect speaks, the greater the chance they will reveal their needs and the better the chance your presentation will be relevant in their eyes. It is the best way to make a good impression and more impressive than anything you can say. 3. SUMMARISE THEIR NEEDSOnce you think you have established their need, rephrase and summarise it (them). The prospect will most likely realise they have a need after all, accept you understand them and will be more receptive to your recommendations. 4. TEST ALL OBJECTIONS BEFORE HANDLING THEMBuyers are liars! Sometimes to let you down gently they hide their true reasons for resistance behind apparently insurmountable objections. Smoking out the true from the false will save time and boost your conversion rates. True objections can often be overcome easily. 5. CLOSE SOONER AND MORE FIRMLYABC - Always Be Closing. A customer will rarely beg you for the order so get into the habit of asking for it. Direct, assumptive and alternate closes are still effective choices in the modern salesperson's armoury. The worst they can say is no - then handle the objection and close again.- Simon Naudi is the MD of Answers Group.THE GOOD AND THE BAD I've found this quite diffi cult but after serious refl ection, it has to be the one I made back in 2002 to leave Emap, 'jump the broomstick' and join 'the dark side' by going to Excel. My friends, colleagues and peers all thought I was totally mad and there have been times when I thought they may have been right. It has been one hell of a ride and really hard work but also incredibly rewarding. I've been fortunate to have the opportunity to create a culture, build and work with a fantastic team of committed and talented people and deliver to the market an award-winning proposition. And as a bonus, continue to work with people I genuinely enjoy working with in this industry, many of whom are friends. However, now that I've said that and I refl ect again, I'd have to say my best decision ever was to move from media to events back in the 1980s. MY BEST DECISIONMY WORST DECISIONUS$924bnGlobal business travel spending bounced back 8.4 per cent in 2010 to US$924bn. Spending is estimated to pass $1 trillion this year.Back in the 1980s I ran a show called Interfl ow in Harrogate. It was a successful and profi table event and fi lled every bit of space Harrogate could offer. GMEX (now Manchester Central) opened and Frank Winter (ex-NEC) called me suggesting a move. It suited the event as the majority of the fl uids handling industry was North West-based. We'd be closer to the industry, visitor-led demand, be a better show and provide easier access for all. Boy did we get it wrong. We underestimated/forgot the 'destination' part of the equation. The exhibitors loved Harrogate. They valued Betty's, The Drum and Monkey and The Old Swan far higher than any visitors. We ended up spending all our time selling and reselling a show that previously rebooked onsite. We did one show in GMEX before Interfl ow disappeared. Never, ever, underestimate the 'soft' issues and always consult customers. KEVIN MURPHY, CHAIRMAN OF EXCEL LONDON