The dynamic world of exhibitions and events has a new champion in the shape of the Events Industry Alliance (EIA) which launches this week.
The EIA has been formed by organisers of events such as the Ideal Home Exhibition and the International Motor Show, working in partnership with venues such as the NEC, ExCel - London and Earls Court plus the many contractors who build and resource these events.
The Alliance will be the marketing arm for the exhibitions and events industry, tasked with telling business leaders and media planners about the huge prospects for business growth through the medium of "Face to Face Marketing", and increasing recognition in Government of the considerable value of the industry to the UK economy.
The EIA is the culmination of a partnership between the associations of exhibition organisers (AEO), event venues (AEV) and exhibition contractors (AEC); three bodies that have increasingly worked together to speak with one powerful voice for the industry.
In promotional terms, each of the associations will adopt a key pillar in the vision to increase the market share of exhibitions and events against other media/marketing sectors. AEO will lead the way in industry promotion. AEV will pick up the torch of industry research, both improving existing research programmes and developing new ones. AEC will tackle the issue of compliance and work towards common standards across UK regional authorities. All three of these issues are crucial to the increased professionalism and growth of the events industry.
The Alliance will also look to work with other associations in the face-to-face arena to increase the financial and intellectual resources available, in order to reach out and communicate the right messages to the press, Government, client companies/brands, academia, media planners and agencies.
"Many companies are turning away from traditional marketing campaigns involving advertising and junk mail and are looking for new ways to engage with their customers and prospects" said EIA Group Chief Executive, Trevor Foley, "Exhibitions and live events provide the perfect environment for face to face or permission marketing, but are too often overlooked. We want to raise the profile of this increasingly significant medium. Clients and brands are increasingly telling us that they wish to achieve engagement and connectivity with their customers and prospects. Getting face to face delivers."
The launch of the EIA follows closely on the heels of the publication of a new report (produced by KMPG and the AEO) that reveals that the Exhibition Industry contributes £9.3 Billion to the UK Economy and supports some 137,000 jobs in the nation.
Former minister, Lord Tom King, called for the Government to 'lend its full weight to encouraging more visitors', and, recognising the value of the industry to the country he added "There is no more cost-effective way to help the British economy, and there is a lot more business that could be got."
For more information on the EIA contact Tom Trevrton on 01442 873331 / tom.treverton@eventsindustryalliance.com.
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