Developing World Class Trade Shows

Tom Hulton Director International Relations,

IMEX Group

Palexpo, Geneva

1988

Ray Bloom

Hosted Buyers

• Exhibitors pay money for their stand • The buyer places the business • ROI for exhibitor and buyer • A hosted buyer = a quality buyer =

good business!

Hosted Buyers Concept

1999

2001 2003

Setting the Scene The need for Exhibitions

The role of exhibitions in providing quality ‘face to face’ marketing abilities is vital to the growth

of our M&IT industry

Faced with the current climate of tightened budgets and travel plans there is a major

responsibility for exhibitions to deliver results

ROI

How can exhibitions deliver success?

Trade Shows develop Local Economies

ITMA Show – Munich, Germany 2007

•  102,000sqm •  1,451 exhibitors •  Benefits to the local economy of Euro 90 Million •  118,000 Visitors(63% Europe, 22% Asia and

Middle East) •  151 Countries •  45% Would Return •  Euro25 Million spent on Hotels •  Euro 24 Million spent on F&B

• There are some 30 Million Square Metres of Space

available for Exhibitions Worldwide

• 52% Europe • 21% Asia • 17% N.America • 7% Middle East

Venues and Indoor Space 2010

Market share %

Venues Space Millions sqm

Europe 52 477 +3% 16.2 +13%

N.America 17 370 +3% 7.7 +8%

Asia Pacific 21 143 +13% 4.6 +20%

Middle East 7 33 +3% 0.9 +38%

10

Why do Exhibitions Work? • Marketing doesn’t get any more direct

than this. • Brings clients and prospective clients to

you • Enables you to further all your

marketing goals at the same time: • Sales / Lead Generation / Client

Relationship Building / Media Relations / New Product launches / long-term brand building

• Harness all five senses….

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•  I discovered it •  I tried it •  I touched it •  I tasted it •  I smelled it •  I heard it •  I saw it •  I noted it •  I understood it •  I liked it •  I bought it

“You never have a better chance of getting your message across than at an Exhibition…. Suddenly, there in front of you is the customer and at

last, marketing has a human dimension.”

Arnold Vink, Head of Marketing, Xerox Enginering Systems.

Successful Exhibitors Effectiveness in meeting Corporate

Marketing Objectives

• Generating Leads 62% • New Products 66% • Taking Orders 29% • Brand Promotion 67% • Company Awareness 58%

Conclusion: Trade Shows are an essential

modern Business Tool

• a market place for business and a forum for knowledge & ideas

• a powerful sales & marketing tool for our industry

Why Germany, why Frankfurt?  Germany is the 3rd largest outbound market

for meetings and incentive travel

 Frankfurt is an important financial & trade centre

 Excellent road and rail network puts Frankfurt at the ‘heart’ of Europe

 The largest airport in continental Europe

 Over 40,000 hotel beds in the Greater Frankfurt region

IMEX Success Story IMEX 2011, the ninth edition of IMEX,

attracted record numbers of buyers, exhibitors

and trade visitors:

•  Over 3,500 exhibitors from more than 150 countries.

•  Over 3,900 hosted buyers from 60 countries.

•  Over 9,000 total industry visitors from 90 countries.

IMEX has grown every year since launch.

IMEX Success Story

•  57,000 appointments made •  US$ 508 million business placed + 12.8% •  Expect to place US$ 2.2 billion in next 9

months •  90 different education events

The world under one roof •  National and Regional

Tourist Offices •  Convention and Visitor

Bureaux •  Hotels •  Conference Centres •  Cruise Lines •  Technology Providers •  Car Rental •  Golf Destinations •  Airlines

•  Luxury Trains •  Ground Agents •  Exhibition Centres •  Spa Resorts •  Trade Associations •  Destination

Management Companies

•  Event Management Specialists

•  Transportation Companies

•  Trade Publications…

•  Future Leaders Forum •  Politicians Forum •  Meetings for Success •  Corporate Responsibility Centre •  Wild Card •  Professional Development & Innovation

Pavilion •  Technology Tap •  IMEX Awards •  Cross Cultural Skills •  Educational Seminars

IMEX New Vision. Manifesto for a bright future

• The Meetings Industry and Local Government working together

• Understanding the value of meetings • Seeing the meetings industry at work • Seeing their competition

The Politicians Forum

IMEX 2011 Award Winner IMEX Academy Award - Africa & Middle East Presented to Rick Taylor, The Business Tourism

Company by Ray Bloom

CIM Clubbing

America’s new worldwide exhibition for incentive travel, meetings and events

Three days of trade show - dedicated to business

2011: 11 – 13 October 2012: 9 - 11 October 2013: 15 - 17 October

IMEX America

Why Las Vegas? •  One of the world’s leading destinations

for meetings and events: over 20,000 meetings, conventions & exhibitions held

annually* •  14% uplift experienced by conventions

and events which move to Las Vegas* •  Outstanding infrastructure to support

large-scale exhibitions •  Over 140,000 hotel rooms and superb

transport connections •  LVCVA – strong organizational support

and experience in hosting top international events. *LVCVA Research

Sands Expo

•  2.25 million square feet of space make the combination of Sands Expo and

Convention Center, The Venetian, and The Palazzo one of the largest

meeting space facilities to be found anywhere.

•  Special room rates apply for both attendees and exhibitors to give a strong incentive to stay over in the city and to book accommodation in

advance.

Association Support

Miguel Neves Events and Projects Planner,

IMEX Group