- Thème:Customer strategy
- Secteur:Events and exhibitions
Issue
While our market leading exhibition is performing well overall, a small number of vocal exhibitors are pulling out, and we are unsure of how representative their concerns are of the wider exhibitor population. As an international trade show with participants from a range of sub-sectors, we would like a clear understanding of its core value proposition to each of these sub-sectors, so we can ensure it remains secure, while continuing to maximise growth opportunities.
Approach
AMR’s approach comprised a high volume of in-depth interviews with top exhibitors and buyers across the range of sub-sectors, together with competitor show attendees and organisers, experts and sector commentators. We also interviewed potential exhibitors and buyers in selected regions under consideration for regional clone launches.
Recommendations
AMR found that the evolution of the visitor base from a homogenous group into three sub-sectors had left one sub-sector under-represented at the show. Attracting this buyer group would help recapture lost exhibitors. Meanwhile AMR found that the show’s core value – its unique ability to bring the sector’s senior executives worldwide together in one place to discuss and close deals – was intact. However, its success and size had made the show unwieldy, and AMR recommended a number of practical steps to improve the show experience including improved navigability and zoning. Our roadmap also included the launch of a regional clone in one of the candidate geographies, as well as a standalone conference. We recommended against spinning off a smaller collocated show as the resulting loss of synergies would be detrimental to the smaller brand.
Result
The client implemented AMR's recommendations, from the strategic positioning of the brand to on-the-ground measures to improve the show experience.
Insight from AMR’s research
Few event organisers have the foresight to question their strategy while floor space is still growing. However, by improving their understanding of the show’s value propositions to the diverse attendee groups, and their relative importance to the continued success of the show, the team could proceed to grow the brand with confidence.