Print PageExhibition industry up for the challenge
The exhibition sector is well placed to weather the current economic storm, but need to work harder than ever to ensure its place in the marketing mix of New Zealand companies and organisations, the Exhibition & Event Association of Australasia's New Zealand chapter heard recently.
In her president’s report at the chapter’s annual general meeting in SKYCITY Auckland Convention centre recently, Dona White acknowledged that the exhibition industry, like so many other business sectors, is facing challenging times as it absorbs the impact of the current economic downturn.
‘In many cases organisers are reporting a reduction in floor space sales with some of their larger regular exhibitors reducing space or withdrawing from the event altogether,’ Dona said. ‘This has a flow on effect to our other members and naturally causes suppliers and venues to feel the pinch. Interestingly however, organisers are also reporting attendance figures are holding up - some well up on previous years - and exhibitor success stories prove that people are still spending and relish the exhibition environment to do so.
‘Historically in recessions, entertainment thrives. Live music, theatre, cinema, exhibitions and events provide an escape from everyday life and allow people to be entertained and inspired - even if the economic mood is gloomy. In the case of exhibitions and events, we cater for niche markets and provide opportunities for people to see and learn about what's available, what's new and purchase products at best price around their specific passions. There's no doubt we're better placed than print and other forms of media to weather these tough economic times. However, as individual members and as a collective group, more than ever we are charged to be more professional, more accountable, more creative and more competitive in proving our place in the marketing mix.’
Dona pointed out that the EEAA acknowledges and understands these demands, and has worked hard during the past 12 months to further grow the framework and provides a variety of tools to help our members in their businesses.