TRADE SHOWS

TheBigDehateCan trade shows deliver ROI in

the current climate?Susie Harwood asks

industry expertsfor their thoughtson the hig issueof the month

ny Hullock,venue managerat 76 PortlandPlace, argued inlast month's issueof CMT thattrade shows do

not deliver significant ROI{May 2012, pl3).

In the current economicclimate, it is understandablethat businesses are scrutinisingROI from all marketingactivity. But is there more to itthan that? With the availabilityof cheaper marketing platformssuch as social media, and theEuropean economic meltdownshowing no signs of abating inthe short term, can trade showsstill offer ROI?

Rebecca Sharpley,communications and marketingexecutive at GheltenhamRacecourse, says no, and arguesthat the calibre of visitors totrade shows rarely lives up toexpectations. "We have foundthe ROI for trade shows is justnot strong enough. Despite ourhard work and creativity lastyear, when exhibiting at tw o ofthe largest well-known UK

trade shows, we did not achieveany 'hot' enquiries," she says.

However, she does admitthey are good for brandawareness. For emergingdestinations in particular, atrade show can be a great wayof hitting a mass audience.Gdansk Gonvention Bureauspecialist Beate Pawikowskasays that the city had a separatestand from the Poland stand atImex for the second yearrunning. "It is very expensive,but we try to invite partners tospread the costs. Last year, wehad to do a presentation onGdansk because no one knewwho we were. This year buyersare asking what's new instead."

While improving brandawareness may be the goal forsome exhibitors, most arefocused on more tangiblebusiness leads. Opinion seemsto be split as to whether tradeshows deliver solid business.

and it appears that some showsare doing a better job thanothers. Jeshly Sierra, globaldirector of sales, UK & Irelandat Goncorde Hotels & Resorts,says the company picked up alot of enquiries at Imex lastmonth. "We choose our showpresence carefully, and Imexand EIBTM are the ones thatare well established and provenfor us,' she explains.

Mövenpick Hotels vicepresident international salesFrancis Bertrand agrees. "I likeILTM in Gannes and Imex

"IlikelLTMandImexbecanse

they are ba^ed onhosted buyers"

Francis Bertrand, vice presidentinternational sales,Mövenpick Hotels

because they are based onhosted buyers and you can getsolid business from them."

In principle, the hosted buyermodel works better becauseexhibitors get scheduledmeetings with actual buyersrather than relying on pickingup business via through-traffic.But Mark Felstead, AxicaBerlin international salesconsultant, argues that hostedbuyer programmes still provideno guarantee of business leads.

Another criticism Felsteadhas is the lack of networkingopportunities with buyers."As soon as the show is overthey are whisked off to partiesby the big hotel groups that arehosting them,' he says.

Meanwhile, with almost 4,000hosted buyers attending Imexlast month, it appears there isstul much to gain by attendingtrade shows. "Goncerto Groupmanaging director MikeKershaw says: "Trade shows aregenerally worth coming to forthe networking opportunitiesand its great having a lot of keypeople in one place."

So despite budget pressures,and competition from othernew marketing platforms, tradeshows still work for many.Undoubtedly, the key showswill have to keep innovating tomake sure they remain aworthy marketing investment.But one thing is clear, ifexhibitors are spending up to£20-30,000, ROI is moreimportant than ever. •

TWITTER BUZZ@CRvenue_eventsJust read May issue of@CITmagazine - Totallyagree with Jenny from@76PortlandPlace onp.i3 re trade shows;

such a risk for smallbudgets.

@EEIGlobalOf course trade showsoffer #ROI. The key is

how are you measuringit. #citbigdebate#eventprofs

@Senate_House#citbigdebate. Ideal

CITMAGAZINE.COM

developments for tradeshows would be moreIncentives andadvertising to get thebuyers to attend#eventprofsuk

JUNE 2012 C&IT 13

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