We all know that one of the most utilized, mainstream marketing initiatives to mass promote a range of products, information or services are conventions and exhibitions. The exposure and flow-on effects of these high yield marketing mediums feed positive externalities to the economy. However, given recent economic disruptions which threaten this AUD$17.2bn industry, what lessons can we learn to increase chances of industry renewal in this space?
Writing for the BRW (Mar 6-12), Christine Retschlag and Lynne Blundell in their FOCUS report raise some interesting facts on the cut-throat, swinging nature of the business. Firstly, there is clear assertion from Kevin Doherty, General Manager of Exhibition and Event Association of Australasia that “it is a risky proposition for conferences. If you don’t do your marketing right and don’t get a lot of exhibitors, you can lose a lot of money on one show. It swings hugely. You get the bigger, more popular exhibitions that make a lot of money. You don’t get to hear about the ones that don’t make money”. Secondly, Doherty claims that that there is room for increases in convention/exhibition supply as they continue to struggle with accommodating clients given the capacity constraint currently ensuing the industry.
These issues call for a need for a) greater participation of property development groups and listed property trusts to consider revamping outdated infrastructure (particularly with New South Wales) with a view of constructively integrating the subletting model that has sustained the industry so far and b) pushing for a cohesive national branding for business events initiative that can seamlessly position and communicate unique brand propositions to and across industry partners and strategic marketing alliances – so as to enhance Australia’s position in the complex, competitive global business event ecosystem.
Collective industry and state/federal governments’ responses to these problems have resulted in slow, beauracratic actions such as doing costing and timeframe analysis of upgrading key convention centres such the one in Sydney’s darling harbor and the showground at Homebush Bay. They have also tried to increase tourism and events department budgets for encouraging new activities that could act as a catalyst for ‘strengthening the marketing alliances and partnership with industry’ to achieve some sense of combined, national identity.
True – these correctional initiatives might be going on the right track, but what guarantee does it provide for industry renewal? For example, what would happen if the results of such extensive planning and were not instrumental for their very purpose?
Perhaps what is needed, to address the promotional problem, is some kind of experimental marketing initiative that can be deployed with speed and low cost which would aim to increase communication within and across key agents in a given conference alliance/sponsor network. This type of engagement would result in positive referral/word of mouth to other potential sponsors and affiliates in the exhibition/convention space and form this collective and cohesive sense of national identity – another core element missing in Australia’s marketing efforts in the convention space!
Ofcourse – a key problem with any such initiative would be measuring and collecting data on an intuitive interface and channel which could be managed with very little user effort. It must also be able to tap into ‘new media’ channels such as internet instant messaging, short messaging service, and integrating a range of internet sub technologies such as blogs, wikis, forums and social networking platforms.
With the difficulties facing the digital media industry at present on audience measurement and ROI’s on marketing activities, governments should perhaps incentivize the participation of recipients of digital marketing services (such as convention organizers and even the property groups that develop/refurbish the convention spaces) in a process to devise a better, purpose targeted marketing activity driving the right message and enhancing the right image about Australia’s potential in the convention space.