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Media Intelligence : MT Resource Guide 2012
Can you describe what areas Reed Exhibitions covers? Serving over 44 industries worldwide, Reed Exhibitions is a world-leading events organiser, with over 3,000 employees in 33 offices throughout the world. In Australia, Reed Exhibitions organises over 30 events a year across mining, manufacturing, retail, hair, beauty, energy and primary care. How has the business evolved? The business has evolved in a number of ways. New technology enables us to add value to our customer experience, reach our existing audiences more effectively, via a channel they prefer, and reach new audiences that may not have been aware of our events. Digital Channels are now the primary focus of our marketing campaigns whether its email, web, social media and the scope and size of the team has grown to facilitate this. Events now have blogs and are employing content strategies as a means of reaching and engaging our communities. The types of events we are running are also evolving. With the increased global focus on sustainable living and sustainable business in mind we have recently launched Australian Sustainability and also acquired the majority shareholding in All-Energy Australia, which focuses on alternative energy and renewables. In the digital space we have recently acquired Online Retailer which is currently very topical and an incredibly important event for the future of the Australian retail sector. What are the key challenges of the industry at the moment? The movement in the global economy, changes in the retail landscape and more localised issues such as the mining boom are influencing and changing the shape, structure and processes of many industries and therefore the role that events must play within them. How do you see the events and exhibitions industry changing? Technology will provide greater opportunities to demonstrate a positive return on investment for the time and money invested by our customers and create new ways for our events to interact with our communities. We will see technology change unrecognisably or significantly enhance processes such as registration, lead capture, matchmaking, networking, exhibitor logistics and services and provide exciting new opportunities in the live environment. We will begin to move away from the traditional definitions of pure ‘exhibitors' and ‘visitors’ and instead move towards the concept of communities. Our business models will evolve accordingly allowing events to facilitate these communities in whichever way best suits their requirements. eventful technology In the events industry, technology advances are providing greater opportunities for increasing ROI for clients. Reed Events Australia MD Debbie Evans explains. “We will begin to move away from the traditional definitions of pure ‘exhibitors ‘and ‘visitors’ and instead move towards the concept of communities.” – Debbie Evans, Managing Director, Reed Events Australia case study Case Study Reed Events 81 p81 CS_reed.indd 81 11/6/12 12:50:30 AM
Media Trends+Strategy 2012
MT Resource Guide 2013