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TWO OF A KINDDo you think your show could run successfully in another territory? Nadia Cameron looks at the concept of geocloning and why UK organisers are so eager to take existing shows to foreign shoresFEATURE24 www.exhibitionnews.co.ukirstly, a clarifi cation. This feature is not about geocloning. According to most UK organisers, geocloning, or the replication of an exhibition in one or more other countries, is in fact impossible to do. After all, cloning literally means to duplicate. And how can you possibly achieve that if you're taking a product or brand to a new territory? Language, economic conditions, cultural differences, climate, business approach, physical landmass and distance all change the shape of a show brand and its exhibitor base. "Geocloning is the emperor's new clothes," Tarsus Group MD Doug Emslie told EN. "You can't replicate something exactly, therefore geocloning is nonsense - it doesn't exist."So this feature is not, strictly speaking, about geocloning. What we are looking at is the very real trend of UK organisers expanding existing show brands on foreign soil. WHY AND HOWYou could attribute the proliferation of UK show brands abroad to this nation's obsession with conquering other markets. It could also be down to the fact that Great Britain isn't big enough for the entrepreneurial nature of UK exhibition personalities. Equally, it's just as likely exhibition organisers are simply responding to globalisation, a trend affecting nearly every aspect of commercial and consumer life. For Brand Events MD Chris Hughes, the way to continue achieving growth as an exhibition organiser in an increasingly globalised market is to be global. The consumer show organiser has two cores brand that are being reproduced abroad at a rapid rate - Top Gear Live and Taste."As organisers, we have always worked hard to look for new markets and new ideas," Hughes said. "Britain is a small country with lots of shows. If you go to other places, you fi nd new markets, which provide you with new opportunities. And once you get an initial handle on going overseas, it is easier than starting new concepts from scratch." Hughes pointed to millions of rich consumers around the world looking for things to do and buy. The trick to successfully launching your show brand on foreign soil is to look at it like a franchise or opening more shops, he claimed.Taste's initial foray into Ireland four years ago made money fi rst go, proving the show brand resonated FBrand Events' Top Gear Live is an event version of a global TV show brand. According to MD Chris Hughes, the TV programme has done the hard work by establishing the brand and its feature set in advance of the event. There are now nine editions of Top Gear Live running from the UK to Australia, Denmark and South Africa. Hughes described the show as entertainment meets exhibition and said the event format is tried and tested, making it easier to replicate each time. "We keep getting better as we have done it so many times, but we're always learning and getting cleverer with more practice," he claimed. "We now have elaborate systems to share ideas, skills and systems worldwide. "The other thing with multiple events is we can try new ideas every month. The frustration traditionally as an organiser is waiting for a year before you can try something new."Brand Events' other global show brand, Taste, operates in 13 locations worldwide today. Unlike Top Gear, the show doesn't stem from a recognised TV consumer programme and has therefore had to build its own global reputation via the restaurant industry it serves. This has meant the profi ts have taken longer to realise than Top Gear, Hughes admitted. However, Taste now has a profi le that is strong, sustainable and replicable in almost every country in the world, he claimed."We operate as a franchise that has been created in many countries," Hughes explained. "As it has grown, the industry has got to know what to expect. The produce, local exhibitors and run order could be different, but there's consistency of the brand. "The key is to be consistent. We got good at this for a reason and we keep getting better at it." CASE STUDY: TOP GEAR VERSUS TASTEwith foreign audiences and chefs, Hughes said. Since then, Taste has expanded into 13 locations each with the same format and branding. However, there are nuances including the types of produce exhibitors use and the exhibitors themselves. In some cases, Brand Events has also renamed certain content and its show currency (used instead of cash) to suit the cultural tastes of the local audience."With an overseas launch, you traditionally take some of your exhibitor base