Once upon a time, marketing industry exhibitions were a three-day feast of fun. After filling one fat ringbinder full of leads (flimsy or otherwise) it was all too easy to settle into the lounge area for an afternoon of sit-down networking (i.e. drinking the warm and pricey beer on expenses).
But, as we all know, slacking is no longer the optimum way of keeping hold of your job in this troublesome climate. (In fact, one of the recurring themes at shows so far this year seems to be touting your services for a new job, rather than looking for fresh business leads, if 2009’s TFM&A is anything to go by.)
This job insecurity might be especially pertinent for event organisers. Marketing services stalwarts such as the IDMF and the DM Show have been consigned to the dustbin of history already, so there’s no room for anyone in conferences and exhibitions to rest on their laurels.
That said, the two-day, four-shows-in-one format adopted by Centaur for Marketing Week Live earlier this summer seems to have struck a chord. Not only did it give greater focus to several sprawling shows, it also allowed exhibitors, marketers and other visitors to chinwag with people they might not necessarily have made acquaintance with otherwise.
Anecdotally, the event was well received by visitors and exhibitors and, it has to be said, PR people on the hunt for new business leads. So despite the fact that large sections of the industry have been hamstrung by budget cuts this year, the business of show seems alive and kicking.
