An independent exhibition organiser in Sweden claims to have a new way of working with the associations, with a model that puts the needs and interests of various industries and trade associations ahead of other concerns.
BraMässor, which translates as the Swedish Trade Associations’ Exhibition Company, takes an alternative route to traditional exhibition organisers in its approach to working with the trade associations. It is built on the premise that as different industries have differing needs, a strategically positioned and dedicated exhibition organiser will be more capable of putting their needs first.
But we’re not talking about strategic allignment, or shared email addresses here. How about a company that can be found at the same water cooler as upwards of 100 national trade associations?
The new company is owned by Nice Events Scandinavia and Branschkansliet. The latter operates more than 40 different Swedish trade associations and provides services such as market information, lobbying, government contacts, legal assistance, exhibition and event organisation through its subsidiary BraMässor Sverige to the trade associations.
Together with the Swedish Industry Association, Branschkansliet also owns and runs Näringspunkten; an office building where 100 trade associations with around 5,000 members, are located.
Chief executive of the organiser side of the partnership, Björn Delin, who worked at Adforum Exhibition Company and Stockholm International Fairs for nearly 20 years, has experience developing, launching and executing exhibitions and other events in many industries. He claims the formation of a joint exhibition company with this type of organisation up is rare, if not unique, in the exhibition industry.
“It is a strategically important step for Nice Events to establish this joint exhibition company since Näringspunkten and Branschkansliet together are responsible for, or involved in, around 40 per cent of all the major exhibitions and trade events organised in Sweden,” he says. “If you look at the Swedish exhibition market, and you count the total turnover, not the stand rent, entrance fee, stand construction or catering, just the things we offer, the market size is about £100m.
“These associations are involved with, control or organise about a third of the market. If you look at the big exhibitions, they are probably responsible for 40 per cent of the exhibitors.”
Delin points out that while organisers have to work with the trade associations, most try to keep them at a controllable distance. “Equally you’re not keen in involving them too much because then they interfere. When I was at Stockholmsmassan we worked with the trade associations all the time. Now we have launched a joint venture to work with them, so they are much more involved than they’ve ever been.
The appeal of the partnership on the association side is that they get a familiar exhibition company that is completely on their side.
“The problem we have in Scandinavia is that you have a venue ower who is also an organiser – their job is to book the exhibition in the venue, and not necessarily to establish the specific industry’s needs.
“It is with this in mind that we want to be the first independent organiser in Scandinavia on the trade associations’ side. In order to do this efficiently we formed this company, which is a foundation that runs the office, the whole floor with all these meeting rooms and trade associations,” he says.
And, as all the associations are joint-owners of the company the exhibition budgets are available to the association, including income, costs and outgoings shared by both parties. It’s a transparency that avoids conflict.“Now they see how much it costs to put on a show, in my discussions with them regarding their requirements, I can explain to them clearly when we have to increase the price,” says Delin.
In the past when the exhibitors would complain, the organiser bears the brunt. Today however, Delin can tell them to talk to their associations, because they played a key role in setting the price. They know the figures they need to cover the cost to make a decent profit.
And of course, it becomes easier for Delin to explain the value that a professional organiser can bring to an association’s event. “If you want to be in the business for the short-term, this is not a good model to have,” he says. For a lasting partnership, get close to the associations.
This article was first published in issue EW 1/4. Any comments? Email Antony Reeve-Crook
