REGULAR
HIT THE NORTH
As we get closer and closer to the Manchester Cleaning Show, Lee Baker, PR and Media Manager for the British Cleaning Council, tells us a bit more about the decision to host a new northern show, and predicts some of the benefits that the organisers hope it will bring.
This Spring the cleaning industry welcomes a brand new regional cleaning show that’s expected to become one of the most important dates in the industry calendar.
The Manchester Cleaning Show, at Event City on 6-7 April, has been organised by the British Cleaning Council and Quartz Business Media, to showcase the incredible wealth of talent that exists in the regions.
The London Cleaning Show, at the Excel Arena, is biannual, and with the next one not due until 2017, organisers thought a smaller regional show might serve as a great appetiser to the main event next year.
It’s brought into light again the importance of trade shows and the value they can bring, not just to individual companies, but also to the industry in general.
But companies today have to be much more careful about marketing spend, and so are being more selective about where they exhibit, and what they hope to gain from it.
What was once a ‘must’ for a company, is now a ‘maybe’ and so the modern trade show has had to fight its corner, develop and change to suit the new economic times.
The digital tsunami that’s swept across the landscape over last decade
26 | Tomorrow’s Cleaning February 2016
has convinced some companies that they can reach their target market through digital means alone. Whilst modern marketing through email newsletters, video and social media can be affective; one thing it can never provide is ‘the human touch’.
A good old-fashioned handshake, a smile, and the nuance of a warm greeting is how trust is built. And in the cleaning industry, trust is the bedrock of solid business relationships.
But a trade show is not just about attracting new customers or leads. It can be a more economical way of holding meetings with existing clients when they’re all together under one roof.
Companies get a great many things from taking part in a show, and real competitive advantage can be gained when firms can see close at hand how others operate.
One of the striking things about the Cleaning Show at the Excel in March 2015, was the great conversations people where having, and the buzz it created in the main hall. This, together with the product demonstrations and the colourful stand displays really added to the overall vibe of the event.
This could all be captured instantaneously via a smart phone and streamed across Twitter and YouTube
twitter.com/TomoCleaning
in seconds; showing the best qualities of digital and traditional marketing at the same time.
A good event needs a great venue, and in Manchester the organisers have found one of the best in the UK outside the capital. Event City sits right next to the M60, is convenient for the city centre, and has more than 3,000 free car park spaces.
And there is a lot to keep people busy and entertained over the two days. The BCC has lined up a full seminar programme and has invited a number of key speakers who will discuss and debate some of the important issues in the cleaning industry today.
Also planned is the announcement of the ‘Cleaning Operative of the Year’ which celebrates the achievements of those that go out on the front line every day.
So organisers are hoping that with every box now ticked, the scene is set for a magnificent new cleaning show. It’s a regional cleaning show, but everyone is invited. So shake off the winter cobwebs and celebrate the very best of the UK cleaning industry in Manchester this April.
britishcleaningcouncil.org
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