Seoul & IMEX, Sharing the same value When we launched the first IMEX over eight years ago we had a very clear vision of what success would look like. The IMEX team was full of energy and ambition to create a new kind of trade show-one that would set the industry alight and create a long-term business legacy. I am glad to report that nothing has changed. That fire, focus and drive to deliver outstanding business opportunities for our buyers and exhibitors in a business-like and enjoyable environment remain as strong as ever. At the core of the IMEX model is our hosted buyer programme which guarantees the attendance of thousands of pre-qualified top buyers from across the world who stay on the show floor for longer (twice as long as trade visitors), and arrive with pre-arranged appointment schedules. Aside from our devotion to continuous improvement and our ability to adapt rapidly to change, IMEX also has a 'no fire-fighting the basics' mindset. In practice this means we organise every single part of the show to an exceptionally detailed degree and it is this high level of attention and care that has also contributed to the success of IMEX. I am delighted to see that Seoul shares these same values. This year the Seoul stand will be three times bigger than it was in 2009. In many ways Seoul and its sales team who attend IMEX are an excellent example of the effect that a strong vision and a strong brand can have on a destination in a short period of time. Seoul is to be commended for the way in which it has invested heavily in the meetings and events market since currency devaluation made the city accessible to a whole new market. Over the past few years at IMEX, Seoul's marketing efforts and focus have measurably increased and there has been a seriousness and intent about its efforts to gain its rightful share of the international meetings and conventions market. As with all destination marketing, a strong brand that is consistently promoted and combined with a true service mindset is hard to ignore-and that is precisely how business is won. If Seoul's commitment to marketing itself at IMEX is a reflection of its ability to deliver excellent meetings, events and incentive travel programmes then planners who choose Seoul will find themselves in highly professional hands. Further success for the 'special city' will hinge upon expanding its infrastructure in the right ways to meet changing market needs and, in particular, the growing need for greener venues. Creating more and stronger partnerships with the leading meetings market associations is also fundamental to future credibility and long-term success. One other advantage that Seoul has is a well educated, energetic and ambitious younger generation. Ensuring that the brightest and best young talent knows what an exciting and rewarding industry the meetings and events market is will be absolutely vital to keeping Seoul's momentum going. Transforming communication IMEX has worked hard to transform the way that exhibitors and buyers can communicate both pre-show and during the show in the past few years and, as a result, the potential for new business and increased appointments has increased considerably. In terms of making sure that Seoul and its partners get the most out of IMEX in Frankfurt 2010, my advice is very simple. As an exhibitor it is vital to use and follow the suggestions in our marketing and PR checklist. They are there because they really do work. Our 'Contact IMEX buyers' online tool allows exhibitors to target precisely those buyers they are most keen to make appointments with at the show and according to precise demographics. These lists contain full buyer contact details and they are also available after IMEX so that exhibitors can access lists of those buyers they did not manage to see during the show. In addition, the IMEX Online Diaries also allow exhibitors to manage multiple diaries for members of staff to ensure that as many appointments as possible can be covered over the three days. This tool also allows for individual buyers and exhibitors to send messages to each other in advance of a meeting, to exchange information, confirm details and, in short, to ensure that once the two parties meet they can get straight down to business. These tools are all free of charge and are available to all exhibitors regardless of how big their stand or how complex their business. IMEX has grown and developed during a decade of immense social, economic, cultural and technological change. During that time we have had to meet and adapt to many challenges we simply could never have anticipated. In each case, we chose to see these as opportunities and the result is that they have directly inspired some of those traits for which IMEX is now best known, trusted and appreciated. In many ways Seoul's growth has run along parallel lines. I look forward to a future where both Seoul and IMEX will continue to grow and flourish and to celebrate each other's success. (www.imex-frankfurt.com) Profile |
Ray Bloom is the chairman and founder of the IMEX Group which organises worldwide exhibitions for incentive travel, meetings and events in Europe and the USA. The award-winning IMEX exhibition takes place annually at Messe Frankfurt, Germany and IMEX 2010 will take place from 25 - 27 May. The newly launched, IMEX America, will take place for the first time from 11-13 October 2011 in Las Vegas.