Janette Gledhill, AVA Director, set the stage as she explained how AVEX 2009 is different from previous exhibitions. The team had taken on board feedback from previous shows and made some positive changes, including a new venue, new timings, new partner, new organisation team, new party organisers and a fresh approach to marketing the event. Janette reminded exhibitors of the choice of some smart modular stands which can achieve all the right looks in a very cost effective way.

Tony Edwards from the EPDWA explained how enthusiastic his members are to be part of AVEX - a fact borne out by a flurry of recent stand bookings coming from companies new to the event. Tony was upbeat and reported that, while the bottled water cooler sector was declining the POU business was enjoying growth.

Fresh approach

Stephanie Ingram, working with the AVEX team, explained the fresh approach to marketing AVEX 2009. A vibrant image has been developed and, by forming key media partnerships in and outside the industry, the AVEX message will reach the right people. "Every element of the promotional toolbox", she said, "is being used to achieve this". Stephanie went on to reminded exhibitors to take full advantage of the promotional opportunities available; included the AVEX visitors' cheque book, using personalised registration pages for their prospects and customers and reporting any exciting news or launches for the exhibition.

Nigel Shaw, Sales Manager of Safer Systems, shared some of his personal experiences. AVEX 2007 proved very successful, his company having planned its participation carefully. Its stand was a simple shell scheme but very effective and it was all down to the approach. He reminded fellow exhibitors that AVEX was all about selling and he endorsed earlier views that exhibitors have a part to play in attracting visitors.

Nigel likened it to a party at home. "You've spruced the place up, got out your best glasses and crockery, and bought in enough booze to make sure everybody has a good time, but you've left it to each other to send out the invitations. Consequently only those that have heard by word of mouth have turned up."

Praise

Seemingly expressing the view of many others, Nigel applauded the choice of the NEC as the venue and praised the AVA for helping to reduce costs by making it a two-day exhibition with longer opening hours.

Nigel offered practical tips on attracting people to stands, making the point it's not about volume but quality, urging fellow exhibitors to target customers and prospects and generate interest. "It is not just the AVA that is responsible for putting on this exhibition", he said. "You are part of the industry, one that needs to be promoted in difficult times. We need to put on our best clothes, spruce the place up so its sparkling put a smile on our faces and welcome the crowds who want to join in the party."

Keith Pordum, Managing Director of Bon Appetit, winner of the most popular small stand at the last two exhibitions, shared the importance of getting and following up visitor data. A clear fan of the data capture service which is available to all exhibitors - quick and simple and enabling exhibitors to capture all the information from the visitors badge - Keith attributed much of his company's past success to the effective follow up of potential customers at AVEX.

Practical tips

Paul Howard, Managing Director of Nebrak, offered exhibitors some practical tips on preparing their stands. He reminded everyone that it was a two-day build up to the show and the deadlines for submitting stand designs were looming. His advice was to avoid complicated structures or wet trades (painting the stand, to the untrained reader!). He them moved to the running of the stand pointing out that as the exhibition was two days it was going to be very busy. He suggested having a holding area for visitors while they waited for sales people to become free.

Brian Tustain, CEO of AVS, provided some useful input from a visitor perspective. Reminding exhibitors that AVEX is about doing business and provides an ideal opportunity. His key message was that the stands are effectively every exhibitor's showroom for the two days. As such, it needs to be run properly, with a diary to schedule appointments and having a dedicated person responsible for managing it.

He highlighted the need to target customers and prospects, giving them personal invitations that are exciting and provide a good reason for visiting a stand.

Finally, David Hoskin, AVEX Chairman, closed the meeting and summed up with: "As markets become tougher the need to promote the industry increases, and AVEX 2009 offers tremendous opportunities".

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