The move towards finding new verticals and the previously unheeded audiences they bring to your event is one of the few benefits brought about by the recession.
Some co-location makes perfect sense as the audience you want is already assembled at a venue.
However, some events hit hard by reduced marketing spend were forced to co-locate with others less obviously aligned with their own in an attempt to reduce overheads and keep a flagging brand alive until the economy recovered.
Take, for example, the upcoming edition of the Tullett Prebon London International Boat Show boat show at Excel London, which is co-locating with VOS Media’s The Outdoors Show and, potentially, an unconfirmed food show.
There’s a clear connection between boat owners and lovers of the outdoors, but people with a taste for fine foods is a less apparent crossover. Until, that is, you consider the costs of your average Sunseeker. The Pot Noodle brigade they are not.
The Ideal Home Show at Earls Court also featured alongside a not-immediately obvious sister event this year, sharing footfall with the co-located health and beauty shows, Vitality and A Place In The Sun Live – for those among us who far from developing their place into a dream palace, would sooner up sticks and find a new home abroad.
Now that the UK exhibition market is picking up again, we would be wise to keep our eyes on the sectors that helped prop up our shows during the leaner months. Before long, these alternative markets will soon become an integral part of our expanded exhibitor and visitor base.
This phenomenon is not restricted to the UK. Finnish food technology fair, FoodTec 2010, will co-locate with packaging event, PacTec 2010, as well as launching graphics industry trade fair,GrafTec 2010, at the Helsinki Exhibition and Convention Centre.
