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Contractors World 2010 Volume 1 Issue 6
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Exhibition organisers ramp up for market growth
The past two years have been a very difficult time for trade show organisers, many being forced to cancel or postpone regular events because of the reticence of companies to invest in expensive promotional activities without any assurance of return on investment.
Bauma 2010 showed that there is a significant degree of optimism but, as many of the stands illustrated, exhibitors continue to count the pennies and there was a noticeable lowering of hospitality and entertainments - which is no bad thing. Trade shows are all about presenting customers with the latest innovations.
As we head into the second half of 2010, major event organisers are already promoting their 2011 events in anticipation of a rise in economic activity. What these trade event organizers and associated trade organisations need to do is make their events not only more cost efficient for exhibitors but also more accessible by trying to control the excessive charges levied by hotels, restaurants and suppliers - by legislation if necessary. For many, Bauma is simply becoming too expensive to stay in Munich where hotel rooms can rise by 300% or more. Traditionally, Munich is not an expensive city. Many organizers have the choice to move to another city.
And it is not only Munich. The same happens in every city were construction and other trade shows are held. Hotels have only themselves to blame for falling numbers. Trade shows are already recording lower visitor numbers.
The next major event is Bauma China 2010, which is taking place from 23 to 26 November, 2010 at the Shanghai New International Expo Centre (SNIEC). The organizers say they will have around 1,700 exhibitors from 30 countries and the 220,000 m² of exhibition space has been fully booked.
After that, in January 2011, there is the annual World of Concrete in Las Vegas, which will have to promote itself harder than usual if it is to generate visitor number which have declined in recent years and in 2011, in the same city, there is ConExpo-ConAgg event - the larger of the two and a bigger draw for international visitors - for many in the industry, it will be the premiere event in 2011. Even in Las Vegas, with the vast number of rooms, visitors can expect to pay double or more the normal rates to stay close to where the trade events take place and this, together with significantly higher international air fares, will inevitably impact on visitor numbers.
CONEXPO-CON/AGG 2011 at almost 186,000 m²
Exhibitor space sales are going strong for CONEXPO-CON/AGG 2011, topping 2 million net square feet of exhibit space (almost 186,000 m²). "These numbers are especially gratifying given the continued slowdown in the manufacturing sector. We value the industry support we’re receiving as we strive to offer the industry a gathering place to sell their equipment, products and services as well as network with peers," stated Megan Tanel, vice president exhibitions and events for the Association of Equipment Manufacturers (AEM).
The shows runs from March 22-26, 2011 in Las Vegas, USA, with a focus on construction materials and fluid power/motion control.
New initiatives from SMOPYC organisers
As there is no Bauma or Intermat trade events in 2011, several exhibitions vie to fill the void in the European region. SAMOTER takes place in Italy in March but the front runner, at this time ,would appear to be the Spanish show, SMOPYC, but they need to be aggressive in their marketing and more flexible in promotional opportunities.
For many years, SMOPYC was seen as a regional event drawing visitors from the Iberian Peninsula and France but this could change. According to Mr. Sergio Diloy, Director of SMOPYC 2011, “Over the years we have been working hard on internationalising the event. These efforts are now bearing fruit”. Following high-level political and business representations, the Zaragoza Trade Fair Center will invite emerging, strategic markets for the public works and construction sector - North Africa, Asia and South America.
The last event achieved the best results in the history of the event, with over 100,000 visitors and 2,014 exhibitors taking a total exhibition space of 400,000 m², including the outdoor areas which enabled live demonstrations.
Interestingly, in view of my comments above, Mr. Diloy said “We can announce that we have signed agreements with the great majority of the Zaragoza hotel sector to ensure moderate maximum prices, adjusted to the class of hotel”.
Reasonable hotel accommodation costs may just be the key to attracting higher visitor numbers, but, other organizers also manage hotel accommodation and still charge extortionately high rates.
It remains to be seen by what Mr. Diloy means by ‘..moderate maximum prices.”
Contractors World Magazines are published by VVV Limited
Publisher: Roger Lindley
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