WORLD – Rather than cannibalising their parent events, emerging-market versions of established events could fuel the growth of their parent shows, according to UBM Live Food, Pharma & Middle East MD Nik Rudge.
“What happens is we take our international exhibitors to emerging markets,” he told EW. “The events become established in the markets and move towards local exhibitors. The local exhibitors become familiar with the brand and what it can do at a local level. They then decide to participate in the mature market shows.
“The market begins to see trade shows as a viable medium,” Rudge continued. “They say to themselves, 'if it’s 35,000sqm here and it’s this good, how good would it be at the 60,000sqm version in Europe?'”
Rudge added that these days the destination does not play as important a role in the success of an event. “Certainly the time when destination cities and going to somewhere that was a nice destination would help power a launch or fuel growth is in the past. It was a trend anyway - but the downturn accelerated the focus on it.”
Rudge was appointed MD of UBM’s European branch UBMi BV in March this year.
Look for additional comment from Rudge in the new-look August ediiton of Exhibition World.
Any news? Email exhibitionworld@mashmedia.net
