ATTENDING A LAUNCH EVENT

I was talking with someone a few months ago that was nervous about attending a ‘launch’ event (first time event). He was sure that a market existed and the organisers knew their stuff but he was unsure of whether to exhibit or visit the first outing. On the plus side, a new event is usually more heavily marketed than a subsequent event and ultimately professional exhibition and event organisers are unlikely to deliberately launch an event with the expectation of failure. In most cases (especially the plcs) launching a new event is a thoroughly researched process with the green light not coming easily. From the exhibitor side, experience has proved time and time again the adage “first in best dressed” and there are numerous examples of exhibitors who have seriously capitalised on a launch event with fewer competitors alongside them.

My advice to the question about whether to exhibit was therefore considered. Do some rudimentary research and you should be able to mitigate the risks. There are several questions you should be able to answer before signing the contract such as how long the organisers have been in business, how many other shows they carry in their portfolio, why they are qualified to run an event in the industry in question, their sponsors, whether they belong to any professional bodies like the AEO (Association of Exhibition Organisers), their marketing plans and research data as well as their media partners. All of these can be a measure of reassurance, though not any guarantee.

Returning to the conversation in question, it appeared that the show in question was being organised by two individuals who had never organised any previous events and had no experience of the market from a publishing or other background. Their ‘research’ was no more than a compelling story that appears to have been accepted by a number of key industry players, and it was their participation that was the compelling reason to attend rather than any other. Their planned media and marketing spend was impressive and it was likely that if this money was allocated in the stated media, the visitor numbers they promised to deliver would be a possibility. Undeterred, my contact decided to take the plunge with a small stand and asked for other ways to ‘ensure’ a good return on his investment.

In this sort of instance I would recommend that you do not rely solely on the marketing efforts of the organiser. Do your own PR and marketing in advance of the event and invite as many bodies as you can to your stand. Several e-mails can be dispatched to your client base and within the regulations of data protection act as many new prospects as possible. Let them know your story, what you are doing and where they can find you. Ask for and display tickets for the show in reception and enclose with any relevant mailings you are doing in advance. Send out personalised invites, link it to your advertising and make formal appointments as well as casual invitations. With your web site and traditional marketing you can ensure you mitigate the risks and have a good show.