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Embedded geographies Adaptation is the crux of geographic expansion for dmg events .
“ If you think of a show like an old-fashioned market , markets in different countries work in different ways and attract different people ,” says Denton .
“ We ’ ve had a lot of success with our construction shows . But in Dubai the buyers , visitors , vendors don ’ t actually use the tools , it ’ s more about a corporate business . Whereas if you look at our construction show in the States , larger contractors do use the tools they are buying and appreciate it in a different way .”
Local teams Denton says a starting point is always a strong successful core team , then working towards building local teams close to the shows .
“ It ’ s always the end goal ,” he says . “ Of course you have to start from afar but the aim is to build your presence in that country .
“ Invariably your skills and knowledge are within the team in the mothership . You sell from there and can network from there globally , but it ’ s quite important to have boots on the ground in that country as well .”
Denton advises starting with local sales teams who will be able to “ work the market and know the industry better ”. Then marketing needs a local base .
“ If you ask a Dubai marketer to name five cities in Egypt . Most people can ’ t . You need people who know the local market , know about
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“ If you think of a show like an oldfashioned market , markets in different countries work in different ways and attract different people ”
the best places to advertise , the media , the roadside , that you can ’ t get from thousands of miles away ,” he says .
Ultimately successful geoclones need local operations departments , he adds . “ The good teams have built those relationships up over years . If you can get that level familiarity in the country you ’ ll benefit .”
Advantages There are big advantages over fresh launches , which comes down to knowing your sector .
“ Obviously you ’ ve got IP , familiarity in the brand , invariably anyone looking at taking show abroad , will probably be looking at an internationally weighted show ,” Denton explains .
“ For instance , our interior design show Index in Dubai , that has grown up with 60- 70 % international exhibitor base . With those sorts of relationships it ’ s pretty safe to know 60-70 % are looking to export from their home market , so can you take them with you to new market ? I think that ’ s what often sets aside the big players ,
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Informa , us , Reed [ now RX ]. So , when we do launch in local markets we are taking international exhibitor base and media coverage with us . It broadens the proposition for the show .”
Downsides There are some downsides to the principle though .
Denton says the cost of mobilising the dmg machine into new territories can be expensive .
“ Our competitors , the local incumbents , can be a third of the price , so we have to be sure we ’ re delivering better content , international groups . It ’ s a better quality show , but sometimes they don ’ t want a better quality show , they just want to do business . You have to get that balance right .”
But there are some great examples of very successful clones .
“ Looking historically , obviously some our construction shows the big five that we have in South Africa , Egypt , Saudi , we ’ ve had them in India and Indonesia before . Looking at the market as a whole you have to look to some of the WTM shows . Reed has done a fantastic job over the years of cloning those ,” Denton says accidentally using his own swearword .
“ DSEI over the years has been great . There ’ s lots of examples and I ’ m sure they would agree you have to tailor them to whatever market .
“ There ’ s no real recipe for success unfortunately .
“ We do a lot of naval gazing – when you ’ ve got a
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big regional show why do you need to do local shows ? When you ’ re capturing an entire continent , are you just cannibalising yourself trying to do something local ? The answer is no , but you have to make sure regional event offers broader view and tailor that . The important thing is to make sure you are differentiating .
“ From a dmg side because we only do B2B shows in quite primary industries , like the energy world and construction , I think that works for us . It ’ s where you ’ ve got big industry and lots of government association , industries that are multinational so you can mobilise them .”
Strategic secrets Giving a glimpse into dmg ’ s strategy for the future , Denton says : “ What ’ s interesting for us , the longer bet is some of the African shows , Kenya , Ethiopia , Nigeria , Ghana . Those shows are small scale at moment , but you know those markets are going to ignite , so it ’ s good to be in there .
“ If look you look at Africa as whole , South Africa is the obvious hub of where our shows were and we have a couple of offices there and some shows we acquired four or five years ago , but looking to the north Egypt is exciting at moment , Kenya , Nigeria and sub-Sahara , there ’ s nothing established yet of any real scale , so if we can get in there early with brands or geo-adapts that people know , then you ’ re best placed for when those market so start to evolve .” EN
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June — 17 |