Feature
players – people who are interested in new
markets – maybe press or local associations,”
he explains. “You build this key stakeholder
group to help you step onto the ladder in the
local market.
“There are challenges associated with
going into any new market. Some people
think if you have a successful brand you can
geo-clone anything but that’s not true, you
need market commitment and you also need
a sense that the market and geography is
going to be right for what you need and what
your exhibitors want.”
Researching a new destination
When it comes to deciding on the best
location to hold a new event, the criteria can
vary wildly depending on the show’s sector
and subject matter. But one thing that is
important is establishing strong partners on
the ground.
Anastasia Yates, marketing manager at
Fresh Montgomery, describes the launch of
the Independent Hotel Show Amsterdam, a
geo-clone of the organiser’s existing event
Independent Hotel Show London.
“Our target audience is very clear,” she
says. “it depends how many hotels are
available and the star rating or equivalent.
Then we would have someone come in and
reach out to all the associations active in that
sector in a country to establish whether there
is a sense of community that we can tap into.”
Chesterman adds: “You know, if you’re
running an event in the UK already, exactly
“You need market commitment and you need a sense
that the market and geography is going to be right
for what you need and what your exhibitors want”
– Frazer Chesterman
why it’s successful. It has traction with the
local market, it’s got strong partners and
associations involved – you know the key
factors. You’ve got to replicate that where
you’re going, and you need to do the research.
Whether that’s through exhibitors or on
the ground with a research company or in
Thailand for example the TCEB (Thailand
Convention and Exhibition Bureau) is really
strong. Some countries are very keen to get
your business and will work very hard to
make life easier for you, which can also be
significant in making a decision.
Trew comments: “It is possible to do too
much research. At a certain point the event
organiser just has to make a decision and
either you go or don’t go for it. However
much feedback you get it will always be a mix
of pros and cons.”
Go or don’t go
In the very early stages of a potential geo-
clone, there are certain strategies which can
reduce the risk of the launch.
Chesterman says: “You have to have a go/
no-go period, so you know what you have
to achieve by a certain point in your sales
cycle. If you’re not selling at that level, then
stop doing it because it’s not going to
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