Association Insight International & European Association Insights Spring 2015 | Page 41
Association Success Story | Association Insights
LiftEx Promotional video on YouTube
Challenges
The need to create a professional show, but not appear
to be too “over-commercial” and being sensitive to the
members needs
Creating opportunities to suit all budgets
Encouraging all exhibitors to understand the benefits of a
larger show
Results
Reaching the target number of exhibitors
Selling over 50% of exhibition space for the following year
onsite to gain momentum for the next show
Exhibition space increased by 200sqm to 1000sqm
Visitor numbers increased by 400%
Association Membership has doubled in the past 5 years
Quotes
Visitor feedback:
“If interested in lifting equipment this exhibition is
unmissable”
Sponsorship & Exhibition Sales – produce a professional
sales prospectus with creative and varied packages with
a variety of price points, focusing heavily on pre-event
engagement between sponsors and visitors.
Brindley Chains
“A valuable and worthwhile day of networking and
introductions to new equipment.”
MOD
Establish a formula for post-sales so sponsors and
exhibitors are well serviced and can maximize their event
presence:
“Found the event to have an abundance of information and
products which will enhance my plants lifting activities”.
An “account management” approach for the key sponsors
Exhibitor feedback:
Marketing toolkits
Easy to navigate online exhibitor manual
Support the membership by working closely with them
and giving them the tools to proactively reach out to their
contacts, promote their participation and on-site activities,
gain new business and ultimately grow the event.
Future development - constantly gathering valuable
content to enable promotion for the next events –
gathering testimonials, video content, snapshots,
successful deals made on-site.
Venue and location selection – working closely with the
venue and the city to look at activities of mutual benefit.
EDF Energy
“Great focused event in the lifting industry for both
exhibitors and visitors!” Codipro
“The premier UK exhibition for the Lifting Equipment
Industry”
Gunnebo Industries
“An excellent, well attended show”
English Braids
“LiftEx proved very successful in gaining new promising
customers and sales prospects for our company”.
Kito
Partners
L2 Conference and Events – our PCO, who drove the
project and are an “extended arm” of our Association.
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