IECM addresses key industry challenges

By Patricia Wee SINGAPORE The global exhibition industry is facing unprecedented change and players need to adapt quickly to survive, learnt delegates at the first keynote address of IECM 2004@ Singapore. UFI (The Global Association of the Exhibition Industry) president Ruud van Ingen spoke on industry changes. The creation of national and inter-regional associations for venues and the industry and the increased co-operation between associations and an increasing number of exhibition auditing initiatives, such as the Singapore Standard on Exhibition Terminology and Audit Procedures (SSETAP), were apparent. In tandem, is the development of education in the industry and an increasing view that visitors and exhibitors are valued equally as clients by organisers. Van Ingen said: "When the doors close on the shows, relationships must also continue from one event to the next. We have moved from client marketing to client management." Steven Hacker, president of the International Association of Exhibition Management (IAEM), focused on how the exhibition industry needs to remain interesting, relevant and well-attended. The target audience must find the content and promotion of the event appealing and memorable. Too many exhibition organisers failed to fully grasp competing for the hearts and minds of the audience, he noted. Hacker said the audience had become jaded and value enhancement had to include aspects such as celebrity involvement or government leaders to grace events. One-on-one meetings, hands-on demonstration of products and services, and innovative use of F&B were also needed to excite the audience. "You need to separate the audience into manageable segments based on how they like to be communicated with."