Confex announces new initiatives

International Confex is “investing significantly” in research, marketing and staff resources to improve visitor and exhibitor satisfaction at future shows. Since the appointment of event director Duncan Reid, the event team has trebled in size to six members, and a programme of marketing initiatives has been developed, based on research carried out over the summer. Reid said that the first task was to find out what exhibitors and visitors thought of the show. “We ran focus groups over the summer for past, present and non- exhibitors, as well as agency, corporate and association buyers,” he said. “Based on their feedback our seminars will now be free, visitors will be encouraged to circulate more with a ‘passport’ of all the incentives and prizes offered by exhibitors, and we have created a VIP lounge for exhibitors’ selected top customers.” He said that exhibitors also wanted more corporate buyers to attend. “We will be marketing to CMPi’s database of 8,000 corporate names and we are still validating some 40,000 other names that include corporate marketing directors,” he said. The key is investment, he added. “We have poured money into every corner and section of Confex. “The research showed that we are still viewed as the number one UK-to-UK show in the marketplace, but now we want to go from good to great.”

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