exhibitions: EIBTM reports: ‘E’ is for EIBTM and evolution
‘E’ is for EIBTM and evolution
EIBTM is renowned worldwide as one of the most successful meetings industry shows on the circuit. Fondly referred to as ‘E’ by the event’s organising team at Reed Travel Exhibitions (RTE), EIBTM is also one of the longest-running shows of its kind and the forthcoming instalment, which takes place from November 29 to December 1, 2011, at Barcelona’s Fira Gran Via, will mark its 23rd year. Its tried-and-tested format has been such a winning formula to date that it has paved the way for regional shows in China – CIBTM or ‘C’; the GCC – GIBTM or ‘G’; and most recently, the US – AIBTM or “A” took place in Baltimore for the first time in June.
With such a good track record under its belt, it would be tempting for organisers to follow the mantra, ‘if it ain’t broke, don’t fix it’, but EIBTM event director Graeme Barnett is well aware that in this day and age there is no time to rest on your laurels. “No product has ever got a divine right to continue and exist forever,” he says. “You have to ensure the event continues to evolve to meet the changing needs of its industry, its clients and all of its participants.”
Barnett acknowledges that a show such as EIBTM that works and has a strong heritage and credibility should not be changed for the sake of change, “but it’s very clear we should be communicating with our participants as much as possible to get their feedback” he says. Utilising social media such as Facebook, Twitter and LinkedIn has become an important part of that process. “We need to make sure that each and every member of EIBTM’s global team is involved in this method of sustained personal engagement with clients, key stakeholders and participants,” he continues. “Whether it’s by using social media or face-to-face contact, this industry is all about networking and our staff must live and breathe the show.”
It is by employing passionate team members all around the world who do communicate and respond to feedback that Barnett, who is directing the show for the second year running, will achieve some of his key goals – to ensure EIBTM has ‘personality’ and remains fluid.
The show must not only react to trends and feedback, he says, but provide insight into the meetings industry of the future.
Tech talk
It is therefore no surprise that technology will play a key role at EIBTM 2011. The technology pavilion, known as Technology Village – EIBTM, will feature more than 40 leading global suppliers of solutions providers to the meetings industry. Newcomers include PSideo SA, H82 medientechnik, Availpro, EventPlatform, myQaa, Vivien – Virtual Event Designer and GoomeoEvents.
The Technology Village is one of the fastest-growing areas of the show and over the past four years has witnessed a 25 percent hike in exhibiting companies. In addition, EIBTM Technology Watch, what RTE claims is the most “high profile and longest running technology recognition scheme for innovation in the meetings and events industry”, has this year received a record number of entries. A total of 56 technology companies will be given the opportunity to demonstrate their innovative solutions to show delegates.
In line with Barnett’s goal to not only present the ‘now’ but also the future, EIBTM has introduced a new technology feature for 2011. The show has partnered with global meetings architecture consultants SyncPartners Ltd and Newtonstrand to create a ‘Future Events Experience’ – a live experience providing planners with an insight into how future conferences and meetings will be run and how social media technologies will re-shape the attendee experience. “This is an interactive area where delegates can listen to the experts developing products and services for tomorrow – those that are likely to have a huge impact on the industry,” says Barnett.
All of the show’s technology features will be supported by the educational programme plus the now famous ‘Technology Hour’, which will take place every day in the Lecture Theatre on the show floor. Topics discussed will include the relevance and impact of social media and mobile technology with each session designed to spark debate amongst the audience. “The changing world we are all living in is being re-shaped every day by emerging technologies that connect and engage individuals all over the world,” says Barnett. “This year we have looked at developing ways to support the exponential growth of this new and rapidly-evolving medium.” This includes developing EIBTM’s first event app, which can now be downloaded online (www.eibtm.com) and allows delegates to get full information about the event and plan their visit on their mobile device. Before, during and after the show the app will provide news and updates plus reminders about key events at the show.
But Barnett is aware of the fact that technology, whether it pertains to show content or a means of communicating with EIBTM participants, continues to evolve on a daily basis with media such as email and websites already considered passe by some. “These are second generation technologies so we have to look ahead to fourth or fifth generation technologies and how they will reach global audiences – there are new channels popping up all the time,” he acknowledges.
More business
Innovation and technology aside, Barnett is also mindful of addressing more immediate matters such as boosting business opportunities for buyers and exhibitors alike.
In response to feedback post-EBITM 2010, RTE will ramp up the number of pre-scheduled matched appointments at this year’s show from six to seven per day for all buyers, with some 60,000 meetings expected to take place over the three days – an increase of 10 percent year on year.
“The return on investment for buyers and suppliers attending EIBTM is top of our agenda and one extra appointment per hosted buyer will make a significant difference,” says Barnett. He adds, “Trade shows like EIBTM still remain the optimum place for people to meet and do relevant business.”
This year’s show is expected to attract 3,100 global suppliers from more than 100 countries and approximately 8,300 hosted buyers, trade visitors and press from around the world.
The Hosted Buyer Programme will guarantee attendance from more than 3,800 top-level international decision makers - a similar number to those hosted at last year’s show.
“We spend a lot of time and effort making sure we get the right hosted buyers – those who will place business both in volume and of value,” says Barnett. He reveals that Brazil has become a new, strong source market for EIBTM hosted buyers while Swiss buyers have been identified as some of the highest spenders.
The Middle East is also a source market for EIBTM hosted buyers, but only in small numbers. “The level of outbound meetings business [from the Middle East] is growing, but not as fast as we originally thought,” reveals Barnett. “A lot of business is intra-regional because the governments of the region have spent a lot of time delivering quality meetings infrastructure; the Middle East planners now have fantastic facilities on their doorstep that weren’t there five years ago.”
Middle East exhibitors will also be out in force at this year’s EIBTM says Barnett, with Bahrain exhibiting for the first time in a bid to prove it is far from a beleaguered Kingdom post-political unrest. “This will give huge confidence to the business community and the Kingdom’s presence will see others lose out,” says Barnett. Other MENA destinations exhibiting include Dubai, Jordan, Oman, Qatar and Tunisia. “Egypt is also exhibiting and engaging in more on-site promotion to make sure people realise the country is safe and ready for business,” he adds.
More space, new experiences
Venue changes are also afoot at this year’s show with new re-developed conference facilities at Barcelona’s Fira Gran Via allowing EIBTM organisers to consolidate the area set aside for the education programme. Instead of being split across several areas and rooms, it will now be confined to two areas – the conference centre and the lecture theatre on the show floor.
The networking and social programme is also getting a facelift allowing delegates to experience previously unexplored Barcelona venues. The EIBTM Hosted Buyer Networking Event will take place at the new Sol Melia property ME Barcelona on Monday November 28; the EIBTM Welcome Party will take place at the Italian Pavilion and Magical Fountains at Montjuic, Plaзa d’Espanya on Tuesday November 29; and the show’s famed club night will take place at Barcelona’s premier nightspot, Opium Mar, on Wednesday November 30. It is here that Barnett promises to be seen “networking” on the dance floor.
“Having a trade show in Barcelona provides a unique opportunity to show off the city’s credentials,” he says. “The city has variety and culture of quality and in quantity, so this year we are making more of the Barcelona experience.”
Trends and the future
One of the most anticipated events at EIBTM each year is the ‘Industry Trends & Market Share Report’, details of which Barnett insists he is yet to set eyes on. However, he does stress how the industry has demonstrated its resilience since the global economic downturn of 2008, even if performance has been patchy.
He notes that current political and economic challenges facing the Euro Zone coupled with further global economic uncertainty will no doubt impact the meetings industry worldwide. But the industry is still cautiously optimistic and a show like EIBTM is needed more than ever in what is a buyers market; people want to meet to discuss and negotiate, he believes.
While the future of the global economy and therefore industry prosperity remains uncertain, Barnett is confident the future of the show is “as strong as it ever has been”, as long as it continues to keep pace with its audience. “As event organisers, we need to meet the changing needs of the young generation of professionals entering the industry,” he says. “We need to create content that will ensure they attend.” He acknowledges that technology will play a greater role in the show, as will ‘meetings architecture’ – the infrastructure used to create a meeting or event. “The show will evolve as the industry evolves,” he says. “However, the fundamentals will stay the same – bringing buyers and suppliers together to do business.”
