To borrow a much- used phrase from American author, Mark Twain – reports of the death of exhibitions have been greatly exaggerated.
In parallel with the e-book vs. paperback debate, there is still a place for them alongside all the other marketing methods that the cleaning sector uses so well.
It’s an interesting question to pose so soon after Interclean Amsterdam, which was another success. The organisers have revealed that this year’s show attracted 696 exhibitors, increasing from 669 in 2012. It also says that 29,325 visitors attended the 2014 event, which is a 5% increase on 2012 – numbers to which any business owner would aspire.
The key to exhibitions is that they are a snapshot in time. For a limited period, on set dates, companies have the chance to promote their
Trade exhibitions have always been a place to meet, greet, network, trail new machines and look at all the different products and innovations
being launched, all on one site. I have to say, I think that trade shows are as popular as ever, but they will only remain so provided that they are held in the right location – for example, I wouldn’t go to Amsterdam if it was held in Rotterdam. All other shows are in major capitals, and that plays a big part in their attendance fi gures. They have to attract people to the show, but also to the city itself, and be placed somewhere people want to visit for a few days, and that’s one of the many reasons we decided to move the Cleaning Show to London.
The Show was held in Birmingham for a number of years, and in my opinion, it was dying on its feet. In Birmingham, it mainly attracts people
24 | REGULAR
products and services, make sales and forge new relationships face- to-face. The right stand design, coupled with enthusiastic and professional staff, can help to make these events extremely worthwhile. However, in these competitive, tech-savvy times, they can’t be seen as a stand-alone marketing method. Exhibitions should be the ‘icing on the cake’, complementing a continuous campaign of communications. PR, social media, and advertising – both online and in print – should be a constant for any company that wants to stand out from its competitors and establish a strong voice and brand presence.
Lest we forget, exhibitions need a strong image too, so in order to draw in the right visitors, they need to use every available communication method to create a buzz around their respective events. Interclean is a good example of this, with a frequently updated website, proactive Twitter feed, links with the top publications in
from the North and the Midlands, but it’s not a terribly attractive place to visit or an exciting city to explore. Birmingham was an excellent location in years gone by, but over the last few years, it has needed refreshing with new ideas and that’s the reason for the move – to break away from its roots.
The ExCeL is an intimate location, but it has great transport links with the city centre only 10 minutes away by DLR, but it has airports close by which we hope, in addition to the various attractions on offer, will pull in people from Europe and even further. Figures for the show are already looking extremely good, and the fl oor space can (and most likely will) be expanded to take on more visitors.
Obviously there is still room for other networking platforms to be used, such as webinars, but I always feel there is nothing quite like a face-to- face meeting with customers and potential clients – nothing replaces
the cleaning sector, and informative seminars and networking sessions as part and parcel of the whole experience. In the gap when we wait for the next Interclean, the UK will host not one, but three cleaning exhibitions; and it will be interesting to see how they market themselves in the run-up to their events. To (mis)quote another well-known phrase – the shows must, and will, go on!
Ceris Burns, Managing Director, Ceris Burns International
www.cbipr.com
This month we ask... Are tr popular as ever, or should promotional platforms wit
sitting down with someone for a glass of wine or a beer and catching up on business the old fashioned way. Trade shows have slowly been coming back; they did go through a lull-period where they were seen as a bit dull and ‘same old’, but I really feel that with new blood, new ideas, and new technology, they can be taken in a new direction.
Douglas Cooke, Co-Founder of Principle Cleaning Services
www.principlecleaning.com
www.tomorrowscleaning.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78
