Why trade exhibitions matter

Yes, I probably would say that, but I think this is a good opportunity to remind organisations about the lesser-publicised benefits of exhibitions. At our 20th anniversary show in Paris this year, in-cosmetics welcomed 575 exhibitors and 7,807 visitors making it our busiest show yet. After the economic challenges of 2009, this year’s success was particularly impressive. But it is not just the numbers that make the argument for trade exhibitions so powerful. Such a large number of businesses in one place in a short space of time offers a real-time environment almost impossible to replicate anywhere else. Exhibitions are about human interaction. We are living in the Internet Age where a great deal of business is carried out online, but I believe that you are more likely to secure a deal face-to-face at an exhibition. Moreover, in a hugely competitive cosmetics industry, the ability to see, touch and smell ingredients can be crucial to a sale. A great deal of complex research goes into the development of new ingredients, and in-cosmetics really does present the opportunity to get that story heard. Exhibitors tell me time and time again that in-cosmetics provides them with a convenient place to catch up with existing and long-standing contacts. However, the main reason that they go is to meet big industry players and build up new business contacts. With an increasing number of non-European as well as European visitors, this is particularly valid as the show evolves into a global business platform. With businesses reining in their marketing budgets as we emerge from a recession, some have understandably been asking themselves why they should exhibit at trade shows. The answer is simple: exhibitions provide the perfect business platform for any organisation. They not only provide a place where goods can be exchanged and promoted, but they allow the sharing of information.

Educational programme

The educational programme at in-cosmetics has really developed over the years. Presentations in the Seminar Theatres offer a crucial insight into scientific advances and emerging markets. In addition, the Innovation Zone is the ideal place for exhibitors to launch the latest cutting-edge products. They are also vital for anyone working in personal care ingredients to get a first look at competitors’ products and understand how they could be a benefit to their business. At our Milan 2011 show, our in-focus feature, sponsored by Beraca, has a real emphasis on sustainable beauty, exploring the challenges and key drivers of success in the development of sustainable cosmetics. Once again this looks set to be as popular as ever, and provides an opportunity for exhibitors to showcase their expertise and create links between science and marketing, technology and new product concepts. Despite all of these business opportunities, we are certainly not resting on our laurels at Reed Exhibitions. We are always looking for more ways for exhibitors to get the most from our shows and maximise their return on investment. Next year for the first time, we are launching CONNECT, a new online community tool. It provides exhibitors and pre-registered visitors with a diary, a detailed search facility and a fully integrated email system to network. It will prove an invaluable tool for people wanting to plan meetings ahead of the show, with businesses that they may have had difficulty making contact with previously. Exhibitions really are one of the most powerful, versatile and cost-effective marketing tools available. Having said that, it is vital that exhibitors plan ahead what they want to achieve from the show and then focus on that. It is important to prepare a detailed budget and stick to it, to personally invite existing and potential customers, to promote stands online and in stakeholder communications and have key staff on the stand on the day. That done, we’ll do the rest and make in-cosmetics the most significant event in the personal care ingredients diary.