BtoB Media Business - June 2007 - (Page 22)

Events Collaborations increase ROI EVENTS Exhibitors and attendees reap the benefits of co-located trade shows BY CHARLOTTE WOOLARD I n April, Reed Exhibitions announced that the pharmaceutical trade show Interphex will co-locate with biotechnology exhibition Biotechnica next March, creating an event that will align two market heavyweights and draw life science professionals from all points along the production line. Less than a week later, audiovisual and communications giant InfoComm International announced a pending collaboration with telecommunications trade show NXTcomm, forging a response to convergence in the communications technology industry. Days later, the Organic Trade Association announced that its All Things Organic would split from the powerhouse Food Marketing Institute show, choosing to colocate next year with the Fancy Food Show and the U.S. Food Export Showcase—a collaboration of some of the fastest-growing segments of the food industry. The rush of joint ventures stems from one simple principle, according to event organizers: Shows with similar audiences can combine to create a one-stop-shop that increases exhibitors’—and attendees’— return on investment. “When different events are attracting a similar buying group, it makes sense not to split the buyers’ time,” said Liz Plizga, who directs All Things Organic for show producer Diversified Communications. The best collaborations target similar audiences while drawing different exhibitors, according to organizers. “We share conversion interests, but it is the classic case of peanut butter and chocolate making Reese’s Cup,” said Jason McGraw, senior VP-exhibitions at InfoComm International. “They have a large technology segment that we don’t have at our shows.” The InfoComm and NXTcomm shows have only a handful of overlapping exhibitors, he said, but other collaborations have to manage a larger number. “You can lose business to each other’s events. However, the benefits outweigh the negatives,” said Plizga, who has seen some exhibitors split between organic and fancy food segments. “As a collective, you represent more buying power to the vendors, so you can make your costs more efficient.” While the collaborations do create logistical synergies, organizers downplayed the idea that co-location leads to significant cost savings. “We’ll get a little bit of savings, but that is not a huge consideration,” said Wayne Crawford, executive director of NXTcomm, which is co-owned by the TelecommunicaVelline, show manager. “We have a very extensive conference program. This is [Firehouse World’s] largest attraction.” Exhibitor comment: “It gets us in the door,” said Joe Verrill, West Coast regional service manager at American LaFrance, a manufacturer of emergency vehicles. The event helps the company make contact with committees preparing to make large purchases, he said. Breakdown: Training, seminars and networking opportunities draw an increasing number of emergency personnel each year. Exhibitors interested in reaching out to fire officials and purchasing committees help tions Industry Association and the U.S. Telecom Association. “It should be better customer service.” Organizers did point to benefits from shared keynotes and expanded conference programming. Combining two shows under one roof creates synergy, said R.J. Palermo, event director for Interphex. Production of the Interphex/Biotechnica collaboration will be consolidated under Reed, he said, but the show will represent a joint effort, marketed both individually and collectively. “You do have to work as a team with the other organizations,” Plizga said, noting that choosing partners with similar goals and philosophies is essential to a successful collaboration. She and her partners at the Fancy Food Show and the U.S. Food Export Showcase will organize staff into subcommittees, with a representative of each entity on each subcommittee, she said. Marketing will be both collaborative and individual. “Partners have to present a united front,” she said. “It’s a challenge because your brand identity needs to remain strong, but you don’t want to confuse buyers.” Organizers of InfoComm/NXTcomm will maintain separate production time lines, said Crawford, with event producers meeting periodically throughout the planning phases. The events will be co-located one year and then run on different dates in separate cities the next, before converging again in 2010. “We’re looking at this from a long-term perspective and not a one-hit wonder,” McGraw said. “We’re increasing the ROI for our exhibitors and attendees.” Firehouse World 2007 SHOW SPOTLIGHT Owner/producer: Cygnus Expositions What: Annual West Coast conference and trade show for firefighters and emergency professionals that marked its fifth anniversary this year. Where: San Diego Convention Center Date 2007: Feb. 25–March 1 Date 2008: Feb. 3–7 2007 floor space: 98,200 net sq. ft. 2006 floor space: 87,200 net sq. ft. No. of attendees in 2007: 6,943 No. of attendees in 2006: 6,700 No. of exhibitors in 2007: 350+ No. of exhibitors in 2006: 335+ Producer comment: “This year we had a lot of expansion, a lot of new companies coming in,” said Mary increase the size of the largest fire event on the West Coast. —Charlotte Woolard 22 | Media Business | June 2007 | mediabusinessonline.com http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - June 2007

Cover
Contents
ABM meeting reflects sense of urgency
Publishers consolidate Web site management
Five key technologies to watch
Sales & Marketing
M&A
Online
Events
Circulation
Production
People
Benchmarks
‘Wall Street Journal’ fosters younger audience

BtoB Media Business - June 2007