TRADE SHOWS TheBigDehate Can trade shows deliver ROI in the current climate? Susie Harwood asks industry experts for their thoughts on the hig issue of the month ny Hullock, venue manager at 76 Portland Place, argued in last month's issue of CMT that trade shows do not deliver significant ROI {May 2012, pl3). In the current economic climate, it is understandable that businesses are scrutinising ROI from all marketing activity. But is there more to it than that? With the availability of cheaper marketing platforms such as social media, and the European economic meltdown showing no signs of abating in the short term, can trade shows still offer ROI? Rebecca Sharpley, communications and marketing executive at Gheltenham Racecourse, says no, and argues that the calibre of visitors to trade shows rarely lives up to expectations. "We have found the ROI for trade shows is just not strong enough. Despite our hard work and creativity last year, when exhibiting at tw^o of the largest well-known UK trade shows, we did not achieve any 'hot' enquiries," she says. However, she does admit they are good for brand awareness. For emerging destinations in particular, a trade show can be a great way of hitting a mass audience. Gdansk Gonvention Bureau specialist Beate Pawikowska says that the city had a separate stand from the Poland stand at Imex for the second year running. "It is very expensive, but we try to invite partners to spread the costs. Last year, we had to do a presentation on Gdansk because no one knew who we were. This year buyers are asking what's new instead." While improving brand awareness may be the goal for some exhibitors, most are focused on more tangible business leads. Opinion seems to be split as to whether trade shows deliver solid business. and it appears that some shows are doing a better job than others. Jeshly Sierra, global director of sales, UK & Ireland at Goncorde Hotels & Resorts, says the company picked up a lot of enquiries at Imex last month. "We choose our show presence carefully, and Imex and EIBTM are the ones that are well established and proven for us,' she explains. Mövenpick Hotels vice president international sales Francis Bertrand agrees. "I like ILTM in Gannes and Imex "IlikelLTMand Imexbecanse they are ba^ed on hosted buyers" Francis Bertrand, vice president international sales, Mövenpick Hotels because they are based on hosted buyers and you can get solid business from them." In principle, the hosted buyer model works better because exhibitors get scheduled meetings with actual buyers rather than relying on picking up business via through-traffic. But Mark Felstead, Axica Berlin international sales consultant, argues that hosted buyer programmes still provide no guarantee of business leads. Another criticism Felstead has is the lack of networking opportunities with buyers. "As soon as the show is over they are whisked off to parties by the big hotel groups that are hosting them,' he says. Meanwhile, with almost 4,000 hosted buyers attending Imex last month, it appears there is stul much to gain by attending trade shows. "Goncerto Group managing director Mike Kershaw says: "Trade shows are generally worth coming to for the networking opportunities and its great having a lot of key people in one place." So despite budget pressures, and competition from other new marketing platforms, trade shows still work for many. Undoubtedly, the key shows will have to keep innovating to make sure they remain a worthy marketing investment. But one thing is clear, if exhibitors are spending up to £20-30,000, ROI is more important than ever. • TWITTER BUZZ @CRvenue_events Just read May issue of @CITmagazine - Totally agree with Jenny from @76PortlandPlace on p.i3 re trade shows; such a risk for small budgets. @EEIGlobal Of course trade shows offer #ROI. The key is how are you measuring it. #citbigdebate #eventprofs @Senate_House #citbigdebate. Ideal CITMAGAZINE.COM developments for trade shows would be more Incentives and advertising to get the buyers to attend #eventprofsuk JUNE 2012 C&IT 13