Business Tourism Partnership Mission

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Events Sector Qualities The underlying theme throughout the sector is the focus on live, face-to-face engagement, and the powerful, unique possibilities available via event marketing. Events offer companies true ‘permission’ marketing. TV, radio and magazines provide ‘interruption’ marketing. With events, the buyer/visitor chooses to attend in order to see the advertisements. Time is the modern consumer’s/business’s most precious commodity. Customers give both their time and permission to clients at events, at a time when they are ready to buy. Other forms of advertising hit their target audience ‘on the off chance’ they are ready to buy. Events are interactive, and are centred on face-to-face communication. All advertising and marketing seeks to communicate appropriate messages to customers and prospects. Events allow the client/brand to go one step further and engage in the power of conversation with their target audience. Events deliver buyers, and create communities. 79% of visitors to trade shows have ‘advisory’, ‘joint’ or ‘sole’ responsibility in planning and/or making company purchases. Furthermore, a third of trade show visitors cannot be reached by clients/brands in their offices - they use trade shows to make buying decisions. An event can bring an industry together, all in one place at one time. Events can be used to deliver a number of sales and marketing objectives, from direct sales, through database building, account management, entertaining, market research, recruiting, brand building, demonstration etc. Events are the only media channel that cannot be replicated by online marketing. Online and event marketing are complementary and, combined, represent the key future marketing strategy for modern companies. TV advertising is becoming more challenging for brands. Direct Mail and telemarketing are still perceived as intrusive, but clients/brands increasingly want to get face-to-face and interactive. Sponsors are now looking beyond the sports market place into the events arena. Events bring brands alive, and uniquely allow the use of all five senses. ‘I saw it at an event, I touched it, heard it, smelled it, squeezed it, discovered it, tried it and liked it!’ (AEO promotional campaign). 53
Events Sector Link to Creative Economy Creative industries of the Department for Culture, Media and Sport: 1. Advertising 2. Architecture 3. Art and antiques markets 4. Computer and video games 5. Crafts 6. Design 7. Designer fashion 8. Film and video 9. Music 10. Performing arts 11. Publishing 12. Software 13. Television and radio The events sector is, by its core nature, a creative group of industries that generate substantial financial contributions to the UK economy. Events represent a media channel option for all of the creative industries listed above, and, indeed, any named industry in existence. For every passion, there is an event; live, face-to-face communication is relevant to, and valued by any industry. However, the events sector is also a creative industry in its own right. The sector creates products that are conceived, planned, sold, marketed and successfully delivered by the dedicated companies who serve it. Much like ‘Television and radio’, the events sector features all the component parts needed to generate success within itself, and therefore represents a self-fulfilling forum for creativity. 54
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BUSINESS TOURISM briefi ng AN OVERV
Page 3 and 4: 1. INTRODUCTION Business tourism in
Page 5 and 6: income it generates is also retaine
Page 7 and 8: • 12% are multi-purpose venues (e
Page 9 and 10: Business Tourists from Overseas Inb
Page 11 and 12: Table 2.2 Overseas Business Visitor
Page 13 and 14: o London o Birmingham o Manchester
Page 15 and 16: Table 3.1 Wales’ Share of Busines
Page 17 and 18: 4. BUSINESS EVENTS This section exa
Page 19 and 20: Trends and Issues The health of the
Page 21 and 22: Economic Benefits Research* underta
Page 23 and 24: Future Trends and Issues • The de
Page 25 and 26: 60%). The International Congress an
Page 27 and 28: • Many convention bureaux run con
Page 29 and 30: potential delegates seek to travel
Page 31 and 32: large conventions. However, this ap
Page 33 and 34: - The UK exhibition industry genera
Page 35 and 36: contact, customer interaction and t
Page 37 and 38: Nevertheless, a thriving industry e
Page 39 and 40: f) CORPORATE EVENTS AND CORPORATE H
Page 41 and 42: In general, the corporate events an
Page 43 and 44: Marquees etc. A number of these ass
Page 45 and 46: The efforts to raise standards in t
Page 47 and 48: suppliers, purchase influencers, co
Page 49 and 50: communications targeted directly at
Page 51 and 52: Visit Wales Visit Wales offers a nu
Page 53: 6. BUSINESS EVENTS AND CREATIVE ENT
Page 57 and 58: sustainable events. To this end, th
Page 59 and 60: e accessed via the Universities and
Page 61 and 62: Thames Valley University, Ealing, p
Page 63 and 64: Further details are available from:
Page 65 and 66: MPI European Office, 22 Route de Gr
Page 67 and 68: 8. CAREERS IN THE INDUSTRY Finding
Page 69 and 70: smallness does often ensure that th
Page 71 and 72: conference marketing would be an as
Page 73 and 74: 9. LIST OF REFERENCE LITERATURE The
Page 75 and 76: 10. THE BUSINESS TOURISM PARTNERSHI
Page 77 and 78: Events Industry Alliance (EIA) 113
Page 79 and 80: Venuemasters The Workstation,15 Pat
Page 81: Business Tourism Partnership: Trade
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