Home' micenet eMag : micenet AUSTRALIA August September 2014 Contents the ROI. We participated with a number of regional stands as well
as on our own. We did it with and without pre-scheduled
appointments, and still weren’t convinced,” he said.
Kurth said from MAD’s perspective the cost of exhibiting was
also a factor in why they ceased exhibiting.
“Even participating with a bureau on a shared table is cost
prohibitive for a lot of operators. When you are a company like
ours that needs to be multi-destinational, and given the rules and
regulations these days around what suppliers you are allowed to
use within the facility, means that a sole 3mx3m booth in the
standard area with appointments, ends up being a 20K exercise.
“Given that the corporate budgets are getting tighter, and that
the quality of hosted buyers is not what it used to be, it gets very
hard to get your ROI. It is for these reasons that we choose to
spend our marketing budget elsewhere.”
Director of sales and marketing at the Adelaide Convention
Bureau, Martin Radcliffe, says AIME is an important event and has
the most value for the bureau and its members when they exhibit
as a large Adelaide/South Australia collective, with a mix of shared
and sole appointments.
“The buyers are shopping by destination over brand, we feel,
and this way value is gained and we are able to pass on only the
cost price to our members,” Radcliffe said.
“I would suggest that for stand-alone operators or smaller
destinations who are not able to exhibit as a collective that the
AIME organisers do get more creative and tier the level of
presence into some more varied pricing models.”
In response to the comments, AIME marketing and sponsorship
manager, Axelle Mabille, told micenet AUSTRALIA the company
understands how important it is for big and small operators to
collaborate with each other, and AIME is dedicated to encouraging
all connections within the business events industry.
“We have designed our exhibiting packages in order to allow all
businesses to participate at AIME 2015. With this in mind, we have
introduced the Business Events Pavilion with six square metre shell
scheme stands (furnished) in the standard zone accessible from
$4900 (inc. GST). Larger stands such as nine square metres are
accessible from $7041.10 (inc. GST). Our packages can be tailored
to suit different business needs,” Ms Mabille said.
“Our sponsorship / branding opportunities start from $1500 and
they have become increasingly popular to exhibitors willing to gain
brand exposure, generate publicity and promote their products
through an integrated brand experience. Selecting a sponsorship
at AIME allows you to design a tailored brand experience that
increases your exposure and generates strong brand engagement.
There is a myriad of sponsorship opportunities to ensure there is a
perfect fit for every brand to create a powerful impact.”
micenet AUSTRALIA asked Ms Mabille whether AIME had ever
thought of subsidising the cost of exhibiting to non-destination
and non-venue operators to give buyers a broader perspective on
product. She said last year the Events and Services Pavilion was
created in order to support more business products and services.
“Small and medium size operators from a more diverse
background have been able to join us for the first time and they
want to come back. They were offered the opportunity to gain
exposure to the larger exhibitors and generate new business leads
with hosted buyers. Their participation at AIME is valued by all our
attendees as they often represent the products and services that
our visitors, exhibitors and hosted buyers need the most. For
example, in 2014, we welcomed the IT software company Events
Pro and the Speakers Book that business events professionals
commonly use. The Events & Services Pavilion will be there to
welcome them again.
“Small and medium size companies that exhibit at AIME for the
first time tend to choose a Pavilion shell scheme stand as it provides
them with a great opportunity to test the market before coming back
the year after as a main stand holder. All exhibitors are equally
welcomed and we provide them with the professional marketing
tools to promote their business prior, during and after the show.
“As a result of this, 88 per cent of this year’s exhibitors plan to
come back to AIME 2015.”
Ms Mabille said Reed works very closely with the larger
destination exhibitors “and we understand how crucial it is for
them to showcase a broad selection of products and services that
translate the diversity of their offering. Our overall objective is to
provide a forum for all industry members to network, do business
and share industry knowledge. Exhibiting partners can maximise
their chances to participate at AIME by keeping close ties with
their destination exhibitors. Ultimately, it’s the destination’s decision
to bring them on board as an integrated part of their stand.
“For the purpose of showcasing the diversity of their offering
and include a larger variety of exhibiting partners, some
destinations provide different industry segments’ rates in the same
way we provide different location rates to accommodate big and
small organisations. We encourage the destinations willing to
undertake such an initiative to contact us for further information.”
She said the most cost effective way to participate at AIME is to
book early and plan ahead.
“When each dollar counts, the AIME team has been focused on
identifying opportunities to add value for all attendees. Each year,
we endeavour to raise the quality of our buyers, exhibitors and
visitors’ experience by introducing new initiatives that last in time.
“Two years ago, we successfully invigorated the show floor
experience with new initiatives such as the A List Open House
which featured events products and services in one area and the
Future Events Experience which was an interactive area
showcasing the latest in technology. This year, the A List Open
House was brought back by popular demand and we introduced
the Innovation Zone, which was conceived as an interactive
showroom for the latest ideas and innovations for our industry, as
well as an International Pavilion for showcasing products from
Europe, African and Asian markets.
“These initiatives have been so successful that we will replicate
them again next year. Now saying that, we have developed a new
floor plan that is going to integrate these key features as well as
maximise the way people interact and do business on the show floor.
“We want every AIME attendee to feel they have really benefited
from the time and money they invested in attending. The result of
our efforts is incontestable when 93 per cent of our exhibitors
agreed that AIME 2014 offered a good and excellent return on
investment. On top of this, 98 per cent of visitors were satisfied and
completely satisfied with the quality of companies exhibiting, and 98
per cent of our hosted buyers agree that AIME is very important to
their business. Our challenge is to keep building on this.” m
Links Archive micenet AUSTRALIA October November 2014 micenet AUSTRALIA June July 2014 Navigation Previous Page Next Page