A panel of experts has told audiences at UFI’s Congress that vast knowledge is needed when expanding internationally.
The panel was comprised of:
Damion Angus, Managing Director, Montgomery / Angus Montgomery (UK)
Martin Glynn, CEO, MAD Event Management (USA)
Martin März, Founder & CEO, fairtrade Messe und Ausstellungs GmbH & Co. KG (Germany)
The panel bought together players who have “taken-the plunge” into new markets in Africa, Asia and the Americas, to share their most expensive mistakes and their biggest successful gambles.
Angus said: “Emerging markets are very different around the world. In India in the late 90s we launched a show but we were there too early and we were unlucky. We left in 2006/7 just as UBM got involved. I was highly impressed with what UBM achieved and what they delivered.
“Timing is everything and Africa is unique. It’s comprised of 54 countries with unique challenges and it’s not for the faint hearted. The population is set to double by 2050 so the opportunities are there if you’re brave and the challenges are endless.
“There are known knowns like dealing with elements like the embassies, the people and the culture and known unknowns like the economy and the currency. Blackswan events like Ebola are disastrous.”
Glynn discussed his experiences in Cuba. “There were 100 organisers there but we were at the top of the list due to our human contact. It is very much a government entity, but we are looking at being exclusively represented in a three-year deal.”
When asked about emerging markets, Marz says 9 out of 10 times his company gets a recommendation they say ‘no’.
“A destination needs to be a certain size and to get at least 100 exhibitors to be sustainable. Other factors like Ebola, war, terrorism and so forth may well make a mark, but you can’t get around the fact that you still need size.”
The panellists tackled the question of international partnerships. Angus said that Montgomery has had 38 partners in the last 10 years. “Often you are better off on your own as your long-term view and your partners may not be aligned.”
“When entering a new region you need lean cost-effective teams in order for the project to work. Any new market needs that.“
On the subject of staff Glynn said: “You can’t teach passion and staff have to be flexible. Plans change do people need to fly with you.”
Marz added: “It’s very possible to go it alone internationally. Service providers are useful, but preferably they are partners without the rights to also be organisers. We are happy with our trusted existing partners.”
