Roundtable
Geo-cloning – expanding a brand
A Mash Media Roundtable in London, in association with Visit Norway and Norway Trade Fairs, saw
organisers discuss the process of transposing an existing event brand to a new destination
eo-cloning has quickly
become a go-to growth
strategy for exhibition
organisers looking to
expand internationally.
With less of the risk of a brand-
new launch and an existing brand
reputation to use as a launch pad and
statement of intent, geo-cloning has
proven to be a valuable tactic.
At a Roundtable run by EW’s UK
sister publication EN at coworking
space TOG at The Shard in London,
event professionals discussed the
challenges and benefits involved in the
process.
Roundtable Chair Nicola Macdonald
reflected on a recent presentation by
Easyfairs CEO Eric Everard at the UFI
European Conference, where he had
posited that geo-cloning was one of the
most effective growth strategies for
organisers, providing due diligence is
carried out in advance.
Greg Sewell, Clarion Events’ Group
Commercial Director, said: “We do a
lot of our geo-cloning once we have
some form of governmental backing.
In terms of our oil and gas markets
and also our defence Markets, we’ll
have done a lot of ground work before
you start to see or hear about it. That
mitigates the risk… they’ll help us with
speakers and with rates on venues.
“It’s something we’ve woken up to.
We had established brands, DSEI for
example, and this year we’ve taken
that to Egypt and Japan. Why now?
Because we’re seeing it as a good way
to take a solid brand with less risk
around the world. We can’t stand still –
we have to make growth.
“We will also geo-clone to knock out
a competitor.”
Feraye Ozfescioglu, CEO of
Aid&Trade London and the World
Humanitarian Forum agreed that
government support was a key factor.
“Exhibitors and key stakeholders
should be coming with you but also
the strength of the country is an
important factor in my field – whether
there are lots of NGOs or if the private
sector is really strong, for example.”
Juliet Trew, Business Development
Director – Events at Informa-owned
Aviation Week Network, said that
government backing had less of a
central role when it came to geo-
cloning in her sector.
“What we’re looking for is industry
support,” she explained. “If we’re
“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
looking to geo-clone something
we’ll try and get a host partner or
sponsor, which for us would be a
big maintenance or manufacturing
organisation. We want them to help
us get into the community and from
there launch the show. We’re looking
for our industry to say there is a need
for an event.”
Frazer Chesterman, Director of
FM Future, added that he always
looked for ‘cornerstones’ when
launching a show, such as committed
ambassadors.
“That could be key exhibitors, major
players – people who are interested in
new markets – maybe press or local
associations,” he said. “You build this
key 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.”
Left:
Talking
geo-cloning
at TOG in
The Shard,
London
w w w.exhibitionworld.co.uk
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
a 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, described the
launch of the Independent Hotel
Issue 5 2019
37