Exhibition News ran a Food For Thought column in this month’s issue with three event organisers explaining why and how they run hosted programmes. As the Hosted Buyer Manager on the Business Travel Show it was particularly interesting for me to read and, I have to admit, hard to disagree with anything they said.
Hosted programmes are not the answer for every exhibition. But for the Business Travel Show, they work. Like the other commentators’ shows, we introduced our programme to guarantee the highest quality buyers in Europe attend our event each February and that they also attend a set number of appointments with our exhibitors over the two days. The result is exposure to more business opportunities for our exhibitors and a much, much higher ROI for them, which is increasingly important given the economic environment we are all operating in.
We believe so strongly that hosted buyer programmes are the way forward for the Business Travel Show that last year we invested heavily in bringing nearly 800 to our event from the likes of Nike, Sony, Jaguar Land Rover, Kellogg’s, Microsoft, 02, British Gas, Aviva and Bridgestone. For 2013, we are investing heavily again. In fact, work’s already started on refining the programme and working with our European partners to expand our database. I’m already looking forward to it.
Posted by Graham Angus - graham.angus@centaur.co.uk
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