Organiser of global meetings industry tradeshow EIBTM 2012, Reed Travel Exhibitions (RTE), claims last week’s exhibition in Barcelona, the 25th anniversary show, delivered its largest Hosted Buyer programme to date.
The 2012 edition saw a full Future Events Experience, the first EIBTM Hybrid Conference streamed globally, and 110 tailored education sessions, as well as the launch of the EIBTM Forum.
EIBTM Event Director Graeme Barnett said: “We’ve delivered over 4,100 international Hosted Buyers, which is what we hope provided real business opportunities to our exhibitors.”
Barnett added: “This year’s EIBTM has been a futuristic experience with the buzz of the world of technology and social media featuring in almost every part of the show. The Future Events Experience has been incredibly popular this year. There is a lot we can look forward to including holographic imaging and video-enabled business cards. We have even entered the world of augmented reality already with our own virtual sales brochure popping out from the handsets and tablets of our team onsite.”
The first EIBTM Hybrid Conference streamed keynote panel discussions and educational seminars for a full day during the event. Mandy Torrens, Head of Marketing and Buyer Programmes, IBTM Events Portfolio, said: “Virtual and hybrid events are of interest to our participants so it was important for us to innovate in this area, extending the reach of the show.”
According to Tweet Reach, #EIBTMHybrid reached over 26,800 accounts and had over 71,000 impressions.
EIBTM 2013 returns to the Fira Gran Via, Barcelona, 19-21 November, by which time the organiser is to introduce a concept of “value-led pricing” with future stand prices based on criteria including location, size and whether a stand is space only or shell scheme. Previously costs were based primarily on how many square metres a stand occupied. A version of the pricing programme is already in practice at Reed’s Arabian Travel Market and World Travel Market.
Some exhibitors have expressed fears the move will lead to a hike in prices.
A new show layout for 2013 will also see two piazza areas at each end of the concourse, as well as two further aisles on each side of the floor, designed to aid traffic flow for buyers to visit stands.
Barnett explained the changes: “EIBTM is about delivering the highest level of return on investment for all participants involved and this new initiative is based around exhibitors feedback about what drives value for them. With our shows’ Hosted Buyer appointment led format it doesn’t necessarily matter where on the floor an exhibitor is placed – however for some it is about brand awareness or attracting trade visitors. For these exhibitors high traffic areas, visibility, having a large stand or being able to access the stand from more than one side, is important for them.
“This new initiative allows EIBTM more flexibility with our pricing so we can tailor solutions for each client. Depending on their own marketing strategy and after detailed discussions with each exhibitor, we are able to now offer options based around the individual business strategy, needs and requirements of that exhibitor, having identified what they consider creates value for them.
“Our pricing is totally transparent, each exhibitor can see how a stand is individually priced and should that chosen location, size of the stand or number of open sides not fit within their budget we can offer alternatives.
“Many exhibitors have welcomed the initiative with a significant number of exhibitors already signed up.”
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