Cover Feature
been implemented by many organisers
in a bid to quantify exhibitor ROI
and improve the effectiveness of
events for visitors, but Foster says
the event format has to suit the
audience. Comexposium has many
large international events and smaller
meeting-led hosted buyer events, and
both can be extremely effective.
“The key to any event is
understanding the dynamic between
the buyers and the sellers,” he explains.
“The number [of visitors] creates a
buzz and excitement, but I think as
an industry we can get too caught up
in that. What’s more important is the
reality, which is quality and making sure
the right people meet.
“I’ve spent a lot of time trying to
find metrics and helping exhibitors
demonstrate their ROIs and we should
be continuing to do that. We’re not
competing with other exhibitions; we’re
competing with other media.”
The conversation turns to Foster’s
perception of Comexposium before
being approached by the company.
“My perception was limited, to tell
the truth,” he admits. “We were big, and
very well known in France, with a really
interesting story.”
When Charterhouse private equity
firm first became involved in the
business in 2015, Comexposium’s
products were around five per cent
international, now around 30 per cent
are international.
“What attracted me was the ability
to continue with that,” says Foster.
“There was a great opportunity to
raise the profile of Comexposium
and to accelerate what we were doing
internationally.”
When EN brings up the topic of
standardising practices across the
business, Foster is sceptical.
“I’m a great believer in consistencies
in the way we do stuff, but
standardisation/centralisation, that’s
not the key thing for me,” he explains.
“This is a people business. Some of the
big changes while I’ve been here have
been really focusing on bringing the
cultures and teams together.
“Our team in China look like our
team in Manhattan and our team in
Marseilles, because they’ve got that
“We’re all about leveraging commerciality, but we also
have to make sure that we’re providing the right experience”
passion and that understanding. You
can always spot event people.”
NOT CLONING BUT ADAPTING
One of the most common ways for
organisers to grow their business is
through geo-cloning, but Foster isn’t a
huge fan of the term.
“I think ‘geo-adapting’ is really
important,” he explains. “Geo-
cloning implies taking something and
replicating it exactly. SIAL China has
distinct Chinese characteristics that
you wouldn’t have in Europe, but it’s
still a SIAL show. The fundamental
principle is the same, but you have to
adapt. It’s lower risk than a new launch
in a virgin territory or sector. Which,
notoriously, most of the big exhibition
companies are not so good at.”
A good geo-adapt, he continues,
should be a reaction to the market, to a
clear need from customers or buyers.
“Good virgin launches tend to come
from individuals who are embedded in
a particular industry and who see an
opportunity,” he continues. “People
who are in an industry tend to be better
than event organisers. What organisers
have to be good at is spotting them early
and helping them. There will be people
reading this and saying, ‘that’s not true
Simon’. I’m just saying as a percentage
of the overall exhibition industry.”
Foster is active in the Association
of Event Organisers (AEO) and SISO,
the Society for Independent Show
Organizers in the US, and concludes our
conversation by emphasising the value
of the exhibition community.
“I think if someone has been in the
industry a long time, has been involved
in some large organisations, has learnt
a lot and met lots of great people then
it’s important not just to sit on the
sidelines,” he tells EN. “We’re very
lucky. We’re an industry where we’re
able to still talk to each other. Acting
together there are many things we can
and need to do.” EN
June — 25