Reason 9: BRANDING
I do not know any research on how important the EIBTM and IMEX brands are for the convention tourism of Barcelona and Frankfurt. I am convinced, however, that there is reciprocity and a logical business model in which they are investing substantial resources.
Personally I am a deep believer in the branding of events, which are a kind of genetic record of it and which largely defines its personality and character. I view events as specific personalities that have their more or less wild character defined at birth.
[pullquote]Conventa was conceived as a sophisticated, elegant town lady, dressed in the latest fashion and kindly inviting you to a cup of coffee and ensuring that guests’ expectations are not just met, but exceeded.[/pullquote]
To develop and grow each personality needs a certain time. In my experience it takes at least a good five years for such a lady to mature beyond the phase of learning her best habits. Shortcuts are rare and can require a significant marketing financial investment. When a young girl or a boy does mature, it usually turns into something quite different from what the founding fathers have envisaged it would be at the outset.
There are a number of attributes that make an event brand stable and desirable to buyers:
– The quality of execution must be clear and at the highest level. In the foreground is the user experience based on perfectionism and innovation.
– The event must represent a professional platform for creating business opportunities or the exchange of professional experiences in a fun way.
– The organiser must know the market thoroughly and must know the buyers’ habits and the thinking of their business partners. This requires a complete, exhaustive and effective business analytics.
– Brands, like magnets, pull other brands towards them.
– A good brand will be successful internationally and far beyond the borders of its region or city.
Good branding reaches very deep, because the experience connects the entire community. There is no ‘coincidence’, as contacts with partners are very carefully constructed and controlled. This is where the very power of branding can be seen, making the biggest challenge how to maintain it, control it and deliver its promise. Conversations with customers and stakeholders give very direct and simple answers to this question.
If we as organisers have done our homework in the field of branding, then the way for a positive co-branding is open. Think of a case example paradigm: if you are not at the EIBTM trade show, then for a certain segment of the market you do not exist. However, if the case is done right, there is a positive co-marketing happening in the sense that the positive associations of one brand are transferred to the other. Although this may sound a little like heresy in the extremely competitive environment of the meetings industry, think about it again; co-branding reinforces the reputation of both brands, the financial returns and reach of an appearance at an event are greatly improved, the costs of appearing in terms of the specific target group are lower and the access to sales channels is mutual. Examples of good practice in this area are innumerable. Remember: THE FIRST IMPRESSION COUNTS!
About the author:
Gorazd Čad is a veteran convention tourism addict. Founder and owner of the marketing and congress agency TOLERANCA MARKETING, he has numerous years of experience in the planning, preparation and execution of major international trade shows and fairs. Having started his career in Cankarjev dom, where he project-led on fairs such as Infos, Kapital, Bits & Fun, Slovenian Wine Festival and many others, work in his private capacity has given him a long and multi-faceted experience of developing B2B trade shows, the most noteworthy of these being Conventa, Space, Natour and Hot-Rest. B2B selling solutions sit at the heart of the action of his work and are the key specialisation with proven added value and measurable results.
REASON 1: THEY SAVE YOU MONEY
REASON 2: THEY SAVE YOU TIME
REASON 3: NO HIDDEN COSTS
REASON 4: YEAR ROUND PROMOTION OF PARTNERS
REASON 5: BUSINESS NETWORKING
REASON 6: CONTENT MARKETING
REASON 7: ROI
REASON 8: SELECTED HOSTED BUYERS