1. TRADE SHOWS ARE WE REACHING SATURATION POINT ?? PAUL FLACKETT CITE ICCA CONFERENCE 2008 1

2. SO MANY SHOWS... INTERNATIONAL REGIONAL NATIONAL ALPHABET SPAGHETTI EIBTM ITME IMEX GIBTM ITCMA CITCMA AIME BTC SHIE REISLIV TUR ATM CONFEX 2

3. .. BUT WHERE IS THE QUALITY PRESSURE ON BUDGETS INCREASED NEED TO SUCCEED DEMAND FOR ROI...... BUT HOW IS THIS MEASURED ?? WILL THE RIGHT PEOPLE BE THERE WILL I GET BUSINESS.... CAN I AFFORD NOT TO BE THERE ?? 3

4. AN UNHOLY ALLIANCE THE SHOW ORGANISER THE EXHIBITOR THE BUYER / VISITOR THE VENUE ALL HAVE DIFFERENT GOALS BUT MUST WORK TOGETHER TO CREATE THE RIGHT RESULT !!! 4

5. INITIAL GOALS THE ORGANISER MUST CREATE A VIABLE MEETING PLACE..... HAVE AN UNDERSTANDING OF ALL ATTENDEES NEEDS.... INITIATE A SERIES OF ADDED VALUES FOR ALL ATTENDEES... MUST CLEARLY UNDERSTAND THE INDUSTRY SECTOR & GROW WITH IT 5

6. THE EXHIBITORS MUST HAVE..... CLEARLY DEFINED REASONS TO GO A FULLY INFORMED STAFF AT THE SHOW.... SENIOR STAFF PRESENT... MEASURE THEIR ROI CLEARLY.. PLAN & PREPARE WELL IN ADVANCE...WITH WELL JUDGED FOLLOW UP TRADE SHOW SUCCESS IS HARD WORK 6

7. THE BUYERS... ARE INVESTING TIME.... LOOKING AT NEW OPTIONS REINFORCING DECISIONS GAINING MARKET INFORMATION ASSESSING PROFESSIONALISM.. MEETING FELLOW BUYERS & CREATING “ WORD OF MOUTH “ TESTIMONIALS 7

8. THE VENUE ACCESSIBILITY RANGE OF OPTIONS ANCILLARY SERVICES QUALITY CATERING OPTIONS KNOWLEDGEABLE STAFF WITHIN A KNOWN DESTINATION CONTINUALLY MAINTAIN HIGH STANDARDS WITHIN A FULL SHOW CALENDAR..... 8

9. FACTORS IMPACTING SHOW SUCCESS DESTINATION & IMAGE ACCESS – AIRLINES - HOTELS SECURITY VISA`S INDUSTRY CALENDAR BUDGETS..... “ WORD OF MOUTH REPUTATION “ 9

10. NEW SHOW DEVELOPMENT REGIONAL BRANDING EMERGING MARKETS DESTINATION SHOWCASES PERCEIVED GAP IN THE MARKET “ MY COMPETITOR HAS A SHOW.. SO I WANT ONE “ 10

11. THE 365 DAY EXPERIENCE A SUCCESSFUL SHOW WILL MORE THAN 3 DAYS IN THE YEAR... WEBSITE DEVELOPMENT RESEARCH & INFORMATION EDUCATION GROWING WITH THE INDUSTRY SECTOR “ FACE TO FACE “ CONTACT WITH EXHIBITORS & VISITORS ALIKE THROUGHOUT THE YEAR 11

12. ITS ALL ABOUT QUALITY MAKING THE RIGHT DECISION.. CHOOSING THE SHOWS THAT GIVE YOU THE MOST CHANCE OF SUCCESS........ PROFESSIONALISM AT ALL TIMES WORKING WITH THE ORGANISER AND AS EVER... STAYING AHEAD OF THE COMPETITION... !! 12

13. SO BACK TO THE QUESTION ARE THERE TOO MANY TRADE SHOWS ?? IT WOULD SEEM SO... THE PROBLEM IS REALLY A LACK OF HIGH QUALITY SHOWS... GLOBALLY, REGIONALLY AND LOCALLY..... “ THE INDUSTRY WILL VOTE WITH ITS FEET & ORGANISERS HAVE TO BE SHARPER THAN EVER TO SATISFY DEMAND “ 13

14. AND FINALLY... AN ORGANISERS REQUEST.... MAKE SURE YOUR BUDGET IS SUFFICIENT TO DO WHATEVER IT IS YOU WANT TO ACHIEVE... PLAN PLAN & PLAN WELL IN ADVANCE... FOLLOW UP QUICKLY TALK TO US.. WE REALLY DO LISTEN !! NEVER EVER USE WHITE SHELL SCHEME...... 14