The profile seems to have turned around over the years and as a result so has the show. Today I feel it is largely an exhibition for European companies and what they have to offer the UK vending industry.

This seems to have an impact on the visitor profile. I have not tracked this over the years but I would expect to see a fall off in overseas visitors.

For MEI this change in identity is not an issue, the UK is a very important market for us and the show provides an excellent platform to demonstrate our latest innovation to our UK customers but I wonder if the audience is big enough for other exhibitors.

These shows are expensive for exhibitors, and the number is growing year on year as vending markets emerge in new countries. There used to be five European vending shows, nowadays there are at least 12 with a significant vending content, so AVEX is in a competitive field.

The AVA is clearly aware of this and has been talking to everyone involved to address the feedback from the 2007 show. As a result it has instigated various initiatives.

Partnering with related industries seems the right approach but, from a purely selfish perspective, combining with the Facilities Management Exhibition might be a better fit than the Water and Coolers industry. Similarly the change of venue and reducing the length of the show may help though shortening the show does not significantly reduce the cost for exhibitors.

If it is a national show, the UK vending market is probably not big enough to justify a dedicated Vending exhibition on the scale of AVEX. If the combination of these initiatives bring down the cost, great. If it increases the number of relevant visitors and raises the profile of the UK vending industry, even better.

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