I have just booked the last client visit from the sales lead pile marked ‘hot’, which was all gained from my mere five personal hours manning our joint stand with the St Ermins hotel at the 2013 BNC London Event Show.
Before I tackle the even larger ‘warm’ list, I have a few minutes spare to reflect and share my thoughts on whether I think it will survive or not.
There’s been much debate in recent years about the place and future of events industry shows. They continue to be the source of continued controversy and speculation. Every business has to weigh up the value of taking part in events like the BNC show against the time and effort needed to make them worthwhile.
On the one hand these shows offer a great chance to meet potential clients. On the other they can sometimes take up a lot of time for little reward. It is early days and contracted bookings is what we need to demonstrate the ROI. So far though, the BNC London Event Show was good value. We met lots of bookers and agencies from some of Britain’s leading corporate companies.
So here are five reasons why I think the first BNC London Event Show in 2013 will go from strength to strength:
- The city location combined with the slick and impressive host venue (The Brewery) undoubtedly helped blue chip company client pre-registration
- The attendees were extremely well vetted. Our conveniently memorable stand (number 123) saw none of the known irrelevant visitors that have no real or quality business intentions that often frequent shows like this
- It was exceptionally well run, promoted and organised. The tactic of giving clients a passport book to collect stamps from exhibitors enticed them to visit as many stands as possible and worked a treat.
- We met clients with real business pedigree and made contact with potential clients who didn’t know about our Westminster venue, One Great George Street.
- The competitions and prizes were excellent. Who wouldn’t want to have a go at winning a pair of Jimmy Choos or Christian Louboutins?
I have never been to a show where the exhibitors were as well looked after as clients. I am not saying or admitting that the way to my Sales and Marketing Exhibition budget is routed via my tummy. The bowl food portions of warm porridge with maple syrup and bananas and that memorable Squash and Sage Risotto with truffle and feta for lunch, meant I could grab a quick snack without the need to leave our stand for too long. At other shows, I usually have to pay as an exhibitor and stand in a long queue.
To top it all off, we have just received an invitation from Kim Paulden and Alec Mumford to a rather Grand April dinner with many VIP Corporate clients in attendance to say thank you for the support. But before Kim starts getting ideas about putting the stand prices up for 2014, I need to go and call him to ask for a discount on our stand for next year given my shameless plug.
Any comments? Email conferencenews@mashmedia.net
