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Editor
Emily Wallin
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Exhibition News Magazine
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Add , adapt , clone
I n this issue Exhibition News looks into the go-to growth strategy for many exhibition organisers , geo-cloning . Can you take a successful show and replicate it into a new location ? Does 1 + 1 = 2 ?
It is not quite so simple , according to those who have successfully taken their shows to new geographies .
There are definite benefits – you already know your market and should be able to fill a fair chunk of your floorplan with existing clients . But how do you mitigate the risk of cannibalising the mothership ?
Carsten Holm , managing director of Diversified Communications says the " Glastonbury for accountants " – Accountex- will only survive when launch clones in Australian and Spain land this year , because each show is targeted to its local audience ( p10 ).
Matt Denton , president of dmg events , refuses to even say the word geo-clone – instead insisting his team geo-adapt . He exclusively reveals to us the key global markets where their sights are set on expansion in the near future ( p15 ).
Easyfairs ' s story of geo-cloning their packaging brands could be the most telling . After previously shelved clones in the USA and China they are now firmly embedded in Paris , Milan and London . Local teams help them navigate awkward cultural faux pas – and ' sacré bleu ' never serve prosecco in Paris – says event director Matt Denton . ( p20 ).
There are many successful ways to clone and the distance travelled does not need to be half the world away . Last month , Media 10 launched the London clone of UK Construction Week ( p25 ).
Cloning will not work for all shows , but for those at the core of a big enough sector , who have done their homework , a successfully cloned exhibition can add up to far more than the sum of its parts .
Emily Wallin Editor Exhibition News
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June — 05